/// Sleepy Hollow, Agents of S.H.I.E.L.D. Enjoy C3 Ratings Boost

October 14, 2013  |  Media Week

The very first batch of C3 ratings for the 2013-14 broadcast season has been processed, and while the variance between the initial live-plus-same-day numbers and the currency was predictably unremarkable, there were some gold nuggets to be sifted out of the Nielsen data. According to the seven days of currency data obtained by Adweek, the Premiere Week (Sept. 22-29) C3 numbers—a blend of average live commercial ratings and three days of DVR deliveries—were generally consistent with the original live-same-day ratings. As expected, front-runner NBC saw no change upon application of C3, finishing the week with a 3.1 rating in the adults 18-49 demo. ABC (2.3) and CBS (2.2) were also unchanged. Only Fox showed a slight uptick from its original L+SD average (2.2), finishing the week with a 2.3 in the demo. As we saw a year ago , the biggest gainers in C3 included two freshman series. Fox’s Sleepy Hollow jumped one-half of a ratings point, notching a 3.6 in the demo versus its original 3.1 rating. If nothing else, this suggests that Sleepy Hollow is a particularly viable environment for sponsors—after all, a 16 percent lift from L+SD to C3 proves that not only were viewers catching up with some help from their DVRs, but they were also watching the ads. A similar result boosted the series premiere of Marvel’s Agents of S.H.I.E.L.D. on ABC. The show jumped from an already gaudy 4.7 in the demo on Sept. 24 to a 5.1 C3 rating. Both Sleepy and S.H.I.E.L.D. have been granted immunity from the ratings rat race, as Fox picked up a second season of its supernatural hit while ABC last week gave its collaboration with Marvel a back-nine order . Other shows that improved significantly after the C3 data was processed were CBS’ Hostages, which improved three-tenths of a ratings point to a 2.1; Fox’s Glee, which grew from a 2.0 to a 2.3; and CBS’ Elementary, up three-tenths of a point to a 2.4. For the most part, the higher-rated L+SD shows demonstrated a variance that ranged from minus two-tenths of a point to plus two-tenths. NBC’s Sept. 24 installment of The Voice, for example, dipped to a 4.4 C3 rating from its original 4.7, while both episodes of CBS’ top-rated Big Bang Theory slipped two-tenths (5.3 from a 5.5 and 5.9 from a 6.1).

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Sleepy Hollow, Agents of S.H.I.E.L.D. Enjoy C3 Ratings Boost


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