Discovery Channel harpooned its highest rated Shark Week in its 27-year history with adults and women 25-54, and women 18-49. With Shark Week 2014, the network ranked No. 1 in primetime for the week in all of TV with men 18-49 and men 18-34, though it was down slightly, year to year, in those male demos.
This year’s Shark Week averaged 2.48 million primetime viewers – down a tick from previous year’s 2.56 million. The number of people who sampled this year’s Shark Week – 42 million – also is down a tad from last year’s cume of 51.6 – cume being anyone who sampled six minutes or more.
But the franchise grew in key demos – especially female ones. It wasn’t just Discovery’s best Shark Week with female demos – it was the network’s highest rated week in its history among women 18-49.
Sunday night was Shark Week’s highest rated night ever in every key demo. The night’s faux documentary, Shark of Darkness: Wrath of Submarine is the No. 1 cable telecast of the third quarter among men 18-49 and 25-54, excluding sports and was the No. 1 telecast on all of TV that night with viewers 18-34.
The next night, Jaws Strikes Back was the No. 1 non-sports telecast in all of TV on Monday night with men 18-49. And Tuesday’s Alien Sharks: Return to the Abyss was the night’s No. 1 program in all of TV among men 18-49 and18-34.
The top-4 telecasts for the third quarter on ad-supported cable among men 18-49, excluding sports, all are Shark Week shows, topped by Submarine.
The return of Shark Week’s late-night talk show, Shark After Dark, Sunday through Thursday, was up 3% from last year.