PREMIERE WEEK: Comedies In Comeback, Dramas Mixed While NBC & CW Struggle
CBS’ comedies stayed red-hot in Week 2 of the season. Two and a Half Men (7.2/17 in adults 18-49, 20 million viewers) was down 30% from its gigantic season premiere for a demo number that is still way higher than any scripted series can score in Live+Same Day these days. It boosted the second-season premiere of Mike & Molly (4.9/11, 14 million) to series highs in 18-49 and total viewers, up 26% from its series premiere last fall. At 8 PM, How I Met Your Mother (4.4/12, 10.6 million) continues to excel in its seventh season, down only 6% from its biggest season premiere ever last week. 2 Broke Girls (4.5/11, 11.6 million) settled nicely in its new 8:30 PM slot. It was down 37% from its big debut behind Men last week but did something that CBS hammock shows have rarely done — build on its HIMYM lead-in. At 10 PM, Hawaii Five-0 (3.3/8) was down only a tenth from its season premiere last week. CBS (4.6/11, 13 million) won every half-hour in primetime in both 18-49 and total viewers.
The two-hour premiere of Fox’s dinosaur drama Terra Nova drew a 3.0/7 and 9 million viewers, which was OK but slightly below expectations. In its defense, the male-skewing drama had to face the Washington-Dallas Monday Night Football game on ESPN. And it stayed consistent throughout the night, logging a 3.0 rating at 8 PM, 8:30 PM and 9 PM and climbing to a 3.1 at 9:30 PM. Speaking of the MNF game, it drew a 11.9 metered market household average. UPDATE: In the finals, Terra Nova was adjusted up to a 3.1 rating in 18-49.
NBC’s Monday lineup already started very low last week. It dropped even further last night. The Sing-Off (1.7/4) was down a relatively modest 11%, but The Playboy Club (1.3/3) plunged 19% to reach Lone Star ratings levels and join fellow new NBC series Free Agents on the cancellation block.
ABC’s Dancing With the Stars (3.3/8) was down 15% from its fast national result last week, and Castle was down 12%. (Because of frequent Dancing overruns, comparing fast nationals to finals skews comparisons.)
Against heavy competition, the CW’s new drama Hart of Dixie opened with 1.8 million viewers and a 0.8/2 in 18-49. That is below the premiere numbers of fellow scripted newcomers The Secret Circle and Ringer. But Hart held onto 100% of its Gossip Girl lead-in in 18-49 and built on it by 29% in total viewers. The series starring Rachel Bilson also grew from the first to the second half-hour in viewers (1.7 to 1.9M) and 18-49 (0.7/2 to 0.8/2). Gossip Girl (0.8/2, 1.4 million) was down 20% from last fall’s premiere but was in line with the season finale in May.
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