Television’s most-DVRed block is quickly becoming television’s most-ignored block, according to new ratings data.
The 10 p.m. time-slot includes 15 scripted series on the broadcast networks this year, and though ABC’s Quantico is way ahead of the pack, it’s more common to be like ABC’s Wicked City, which is way behind.
According to Ad Age, ratings for series at the 10 p.m. slot have slipped nearly 18 percent when compared to last year, and last year’s ratings also weren’t that great. Shows airing between Sept. 21-Nov. 6, are hitting a low point, according to Nielsen’s live-plus-same-day ratings, averaging 1.8 million adults 18-49, down from 2.2 million last year.
Of course, ratings on nearly all broadcast networks are down this year, but losing viewers in the 10 p.m. time-slot is a scarier prospect than the others. Primetime ratings overall are down roughly 7 percent overall, compared to 10 p.m.‘s 18 percent. That’s also the hour that leads into local affiliates’ late news, and a strong news lead-in is imperative—and increasingly hard to find—for these stations.
ABC’s Wicked City is down 39 percent in the 18-49 demo from last year on ABC’s Tuesday schedule, and The Player is not far behind, bringing down NBC’s block down 31 percent from last year’s ratings for Parenthood, a show that was never considered a blockbuster.
Returning shows aren’t having much more luck, with CBS’ CSI: Cyber, ABC’s Castle and How to Get Away with Murder all down more than 30 percent from last year, though Shonda Rhimes’ shows do tend to increase in the three- and seven-day viewing numbers.
Quantico on ABC is actually up from last year’s Revenge, which lived in the same time period. Limitless, which, like Quantico, was already given a full-season order, is also doing well on CBS’ schedule, and NBC’s Blindspot is another exception to the rule, delivering a solid rating, and even getting an early renewal for season two.
On the advertisers’ side, the 10 p.m. slot has provided lower prices for ads in recognition of the declining viewership, which is both troubling but can be seen as a good deal for some sponsors.
Read more at Ad Age.
Image courtesy of ABC