/// Sleepy Hollow Scares Up Huge Ratings for Fox

September 17, 2013  |  Media Week

If it hadn’t clicked, the corridors at Fox would’ve been a-roil with rolling heads. But thanks to a smart marketing campaign and a rip-roaring narrative, the series premiere of Sleepy Hollow was a huge win for the network. According to Nielsen fast national data, Sleepy made short work of the competition, bowing to an impressive 10.1 million viewers and a 3.4 in the adults 18-49 demo. The one-hour premiere now stands as Fox’s highest-rated fall opener in six seasons. (The short-lived K-Ville bowed to a 3.4 on Sept. 17, 2007.) Not only did Sleepy outperform its time slot predecessors—The Mob Doctor was DOA, drawing 5.11 million viewers and a meager 1.5 in the demo, while The Following arrived last spring in front of an audience of 10.4 million viewers and a 3.2 rating —but the pilot actually grew its ratings in the second half-hour. From 9-9:30 p.m., Sleepy averaged 9.92 million viewers and a 3.4 in the dollar demo, while the latter half averaged 10.2 million viewers and a 3.5. Based on previous results, Fox expects Sleepy will rise to between a 5.1 and a 5.6 rating when seven days of DVR playback are folded into the preliminary numbers. Including the aforementioned Kevin Bacon thriller, only a handful of new series drew north of a 3.0 rating in their 2012-13 premieres. NBC’s Revolution launched to a 4.1 in the demo, while the comedy Go On drew a 3.4; ABC’s The Neighbors arrived with a 3.2; and CBS’ Elementary bowed to a 3.1. Sleepy faced a competitive set that included ESPN’s Monday Night Football and the season premiere of ABC’s Dancing with the Stars. The popular unscripted series kicked off its 17th season with a flourish, averaging 16.2 million viewers and a 3.2 in the demo. The hour that went head-to-head (sorry) with Sleepy delivered a 3.4 rating

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Sleepy Hollow Scares Up Huge Ratings for Fox


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