Can DVR numbers save struggling TV shows?
Chris Monigle
Issue date: 11/2/09 Section: Entertainment
Last year, a promising new show was sent seemingly to its death when FOX executives decided to air new episodes on Friday night. Friday nights are known as the place where television shows go to die.
In this case, every show that was scheduled on a Friday night eventually was cancelled. For 10 years, a new show had never survived a Friday time-slot, 10 long years of cancellations. This was the case until Joss Whedon's "Dollhouse" was scheduled for Friday nights.
A couple of years ago, "Dollhouse" would've had a much tougher time staying on the air. The show debuted to decent ratings, helping FOX to double its Friday night viewers and finish second among adults 18-34 and first among the key male demographic for the night.
As the season progressed, the ratings lowered and the future of "Dollhouse" was murky. Dedicated Whedon fans were planning campaigns to save the show. Other fans were bracing for what seemed to be the inevitable, "Dollhouse" joining the ranks of other shows that couldn't make it on Friday nights.
However, on May 15, news broke that FOX had renewed "Dollhouse" for a second season. Television critics were puzzled by the decision to renew the show considering the ratings were on-par, or worse, with The CW. FOX had an explanation, though.
"Dollhouse" was saved by its DVR numbers. In this new age of DVR and internet streaming, the ratings from the live broadcast are not as significant as they once were. This isn't to say those ratings aren't important anymore because they are, but the ratings from the live broadcast are no longer make-or-break. A show can perform poorly in overnight demographics and ratings but then see a boost in their ratings when DVR numbers are released. Individual episode downloads on iTunes are also being monitored by executives.
"Dollhouse" performed remarkably well when its DVR numbers were released. The show's ratings averaged a 40% bump from live-plus-same-day to live-plus-7. The show's online streaming was strong (the show is currently available to watch on hulu.com for free). FOX also anticipated strong sales when the series would be available on DVD. All of these elements, plus a budget cut and production company 20th Century Fox shouldering most of the existing budget, combined to save "Dollhouse."
In this case, every show that was scheduled on a Friday night eventually was cancelled. For 10 years, a new show had never survived a Friday time-slot, 10 long years of cancellations. This was the case until Joss Whedon's "Dollhouse" was scheduled for Friday nights.
A couple of years ago, "Dollhouse" would've had a much tougher time staying on the air. The show debuted to decent ratings, helping FOX to double its Friday night viewers and finish second among adults 18-34 and first among the key male demographic for the night.
As the season progressed, the ratings lowered and the future of "Dollhouse" was murky. Dedicated Whedon fans were planning campaigns to save the show. Other fans were bracing for what seemed to be the inevitable, "Dollhouse" joining the ranks of other shows that couldn't make it on Friday nights.
However, on May 15, news broke that FOX had renewed "Dollhouse" for a second season. Television critics were puzzled by the decision to renew the show considering the ratings were on-par, or worse, with The CW. FOX had an explanation, though.
"Dollhouse" was saved by its DVR numbers. In this new age of DVR and internet streaming, the ratings from the live broadcast are not as significant as they once were. This isn't to say those ratings aren't important anymore because they are, but the ratings from the live broadcast are no longer make-or-break. A show can perform poorly in overnight demographics and ratings but then see a boost in their ratings when DVR numbers are released. Individual episode downloads on iTunes are also being monitored by executives.
"Dollhouse" performed remarkably well when its DVR numbers were released. The show's ratings averaged a 40% bump from live-plus-same-day to live-plus-7. The show's online streaming was strong (the show is currently available to watch on hulu.com for free). FOX also anticipated strong sales when the series would be available on DVD. All of these elements, plus a budget cut and production company 20th Century Fox shouldering most of the existing budget, combined to save "Dollhouse."
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posted 11/02/09 @ 5:52 PM EST
Quote:
"Dollhouse" performed remarkably well when its DVR numbers were released. The show's ratings averaged a 40% bump from live-plus-same-day to live-plus-7. (Continued…)
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