/// Snobs Vs. Slobs: Fox’s Dads Connects With the Upper Crust

September 19, 2013  |  Media Week

When not getting under the skin of television critics , Fox’s new comedy Dads is carving out a niche with the swells at the country club. According to Nielsen demographic data, Tuesday’s premiere of Dads over-indexed among the upper crust, earning a 14 percent larger swath of viewers 18-49 in the $100,000+ income bracket than the industry average. Given that Dads isn’t exactly the Algonquin Round Table, the response by the affluent demo comes as a pleasant surprise for the network. Turns out the entire Fox Tuesday comedy lineup does well with the monocles-and-top hats crowd. Newbie sitcom Brooklyn Nine-Nine drew 27 percent more plutocrats than the average broadcast show, while Zooey Deschanel’s New Girl was up 29 percent in the green demo. But the 1 Percenters really turned out for the season premiere of The Mindy Project , as the episode over-indexed in the demo by a whopping 45 percent. That statistic alone could help buttress Mindy Kaling’s show, which retained just 65 percent of its New Girl lead-in, bowing to an underwhelming 3.83 million viewers and a 1.9 in the demo. (Then again, Happy Endings over-indexed by a margin of 39 percent on ABC, and that wasn’t enough to keep the show from getting canceled after just three seasons.) Last season, four comedies in Week 1 made the Top 10 most affluent list. ABC’s Modern Family posted an 8.8 in the demo (adults 18-49 with annual household income of $100K+), over-indexing by 60 percent and beating No.

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Snobs Vs. Slobs: Fox’s Dads Connects With the Upper Crust

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