ABC’s ‘Lucky 7’ Drops To 0.7 Demo Rating; Is This The End?

Seven proved an unlucky number for new ABC lottery drama Lucky 7, which was adjusted down to a 0.7 adults 18-49 rating in Live+Same Day from a 0.8 in the fast nationals. That was down 46% from the series’ underwhelming premiere last week. It is also the lowest rating ever for a drama original on the Big 4 broadcast networks outside of Friday and Saturday. NBC’s Jekyll & Hyde medical drama Do No Harm logged the same 0.7 18-49 rating in its second outing last season and was pulled from the schedule shortly thereafter. Another NBC drama, Smash, posted a 0.7 and a week later was banished to Saturdays. The other hourlong series to record a 0.7 18-49 rating was ABC’s midseason drama Red Widow, which hit the low mark 10 days before it was cancelled by the network. Even low-trafficked Friday night doesn’t seem to tolerate dramas that fall under 0.7 in 18-49, with Fox’s Touch as the only show I can think of that has gone lower, to a 0.6 and even 0.5 last season. So the question is how long before ABC pulls Lucky 7 from the schedule?

To play off Lucky 7‘s lottery theme, the adaptation of the British series had the odds stacked against it — it is a low-key blue collar ensemble drama about gas station employees winning a big jackpot that doesn’t have any stars or established lead-in and hardly got any promotional push. Tuesday represents a big challenge for the network, which bet on a lineup of all-new series led by the noisy Marvel’s Agents Of S.H.I.E.L.D., which is still solid but dropped alarmingly from its big premiere. The rest of the lineup, new comedies The Goldbergs and especially Trophy Wife, which leads into Lucky 7, are in jeopardy. The network’s decision to put family comedy The Goldbergs, its most promoted new half-hour that received generally positive reviews, on Tuesday and instead give Rebel Wilson’s uneven Super Fun Night the post-Modern Family slot had a lot of industry observers scratching their heads.

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