/// New Series Take a Beating on Tuesday Night

October 2, 2013  |  Media Week

For all the sampling of new broadcast series people did last week, it’s starting to look as if viewers are more interested in the established shows. This is good news for NBC and CBS and perhaps not so good for everyone else. Deliveries for Tuesday night’s half-dozen freshmen series dropped significantly—and, in some cases, to unsustainable levels. Fox’s comedy block appears to have Bambi legs , as newbies Dads and Brooklyn Nine-Nine are faltering in the 8-9 p.m. time slot, while ABC’s entire lineup of new shows is falling fast. According to Nielsen live-plus-same-day data, Episode 3 of Dads dropped another 13 percent to a 1.3 in the adults 18-49 demo, while Brooklyn Nine-Nine fell 22 percent to a 1.4. When compared to their premieres, the numbers look even worse: Since bowing on Sept. 17 , Dads has lost 41 percent of its target audience, while Brooklyn Nine-Nine is down 46 percent. While the efficacy of the old lead-in/flow model may be questionable in the DVR era, it would appear that the first hour is starting to sap the 9-10 p.m. players. New Girl dropped 10 percent to a 1.9 in the demo, tying a series low (Jan. 15, 2013), while The Mindy Project was flat (1.5). The relative affluence of both fan bases should go a long way toward allaying any outright panic, but these are clearly not the results for which Fox was hoping. Fox projects that New Girl will pull a 2.8 or 2.9 rating upon application of three days of playback, while Mindy will land in a slightly more respectable neighborhood (1.9-2.0). Despite a promising start, ABC’s Tuesday night is also under fire. Marvel’s Agents of S.H.I.E.L.D. dove 34 percent to a 3.1 in the dollar demo, and while that makes it the second highest-rated new drama series behind NBC’s The Blacklist , the loss was well beyond the standard 15-20 percent erosion. The usual disclaimers about lead-ins aside, it was all downhill from there. After bowing


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