Friday, February 04, 2011

How To Look at TV Ratings Today; Sitcom Stars on Talk Shows (Week of February 7, 2011)

The way we look at TV ratings has certainly changed over the years. Never mind that TV ratings have fallen in the last 4-5 years, most probably because of DVR (and other ways to watch your shows), but it's not all about top 20 or total viewers anymore--and it hasn't been for years now. The network executives and advertisers look at 18-49 ratings and that's mainly about it (yes 18-34 is also looked at, but that's inside the 18-49 range). That's what pays the bills and advertisers want shows that skew in that demo. Sure high total viewers is good as well, but if your 18-49 rating is not as high, it really doesn't matter in this business.
We do weekly TV ratings blogs every Sunday, but I don't go in depth on what really is working and what isn't. So I have decided to tell you today how the ratings game works using many examples. First, if a show has a good percentage of its audience inside the 18-49 proportion, it will always be looked at. Why? Because there is more of a chance that a person in the 18-49 year range will be watching the ad during that show. For example, this Wednesday's Cougar Town did a 3.9 overall household rating (6.51 million). That may not sound like it is a big hit, but its 18-49 rating was good at a 2.7 rating. The 18-49 proportion to its overall rating is about 69%, which is very good and what network executives aim for and the advertisers want. Generally, I think anything about 45% or more in the 18-49 range is acceptable. So looking at this past Wednesday's third special airing of Blue Bloods on CBS, it did a good 7.1 household rating, but its 18-49 rating was only a 1.6. That is only about 22% in the 18-49 proportion. That is not good. Sure, its overall numbers may be good but that doesn't pay the bills. This rating might be "acceptable" for a Friday or Saturday, where ratings are lower, but on a weeknight (Sun-Thurs), this is not acceptable. Even on a Friday it would be borderline, as we saw similar series like this canceled over the years (Close to Home, Women's Murder Club).
Next, if you skew old but still do an acceptable 18-49 rating, then you'll be fine as well. A perfect example of this is NCIS. The series does over 20 million viewers, but its overall 18-49 rating is still decent. This past Tuesday, NCIS did a mammoth 13.2 HH rating. The 18-49 rating was a great 4.6 as well. However, that only comes out to about 35% in the 18-49 proportion. While that is low, it still matters that its overall 18-49 rating was good. So in some cases like this, the skew doesn't matter since its overall 18-49 rating is high. However, while its overall 18-49 rating is fine, the competing Glee on Fox skews much younger and does a slightly better 18-49 rating, but advertisers pay much more for Glee than NCIS because of the skew. This season, Glee is netting $272,694 for a 30-second ad, while NCIS is much lower at $150,708 despite being the most watched scripted series. Then there is the case where you may skew inside the 18-49 range, but your overall 18-49 rating is low. Last night's Perfect Couples is a prime example. It only did a prelim 1.9 household rating and a prelim 1.4 18-49 rating. Ouch. But that is nearly 74% in the 18-49 proportion. In this case it doesn't matter, since the overall 18-49 rating is very low. The ideal case is a show that skews 18-49 and still has a good overall 18-49 rating. Some good examples are Modern Family, Cougar Town, American Idol, How I Met Your Mother, Big Bang Theory and Grey's Anatomy.
Another factor I want to cover is retention. Yes, it is important but with same day DVR thru 3am being added to the ratings, it really doesn't tell you the retention because people are watching the shows at a different time. The only way to "truly" measure retention is by the actual live ratings, since it is not counting the added same day DVR thru 3am. Many of the big hit shows add over a point to their 18-49 rating because of the same day DVR added, thus this really messes up the retention rate. One show that is heavily DVRed is the CBS Monday comedy How I Met Your Mother. Looking at its last new episode on Jan. 17, it did a 3.9 18-49 rating. Take away any DVR for that night thru 3am, and it comes out to a 2.7. So 1.2 was added that very same night thru 3am. They watched it at 9pm or 2am, or anytime between 8:30pm-3am. The show following the comedy on the CBS schedule at 8:30pm is Rules of Engagement. It is not as heavily DVRed as Mother, so the retention rate gets messed up all the time. Rules on Jan. 17 did a 3.3 18-49 rating, so it "lost" 0.6 from its lead-in. But did it really? Taking away any DVR from that night, Rules comes out to a 2.6 18-49 rating, only losing a tenth from Mother's live rating. So it isn't bad at all, as the retention rate is actually 96% there and not 85% when same day DVR is factored in. So why would retention rates matter when same day DVR thru 3am is being added to the ratings? It would only matter if you are seeing the actual live ratings, because people can watch these shows anytime now until 3am and have the ratings counted.
Next is how to track a new show. The NBC drama Harry's Law premiered on Jan. 17 and it has been consistent through its first three airings (yes, it has faced a repeat or two for all of its airings so far, but still consistent). The 18-49 track for the first three episodes are 2.2, 2.1, and 2.1. That is not much of a drop at all, which is good. The overall 18-49 rating is decent for 10pm these days, too. However, like Blue Bloods it skews terribly old. It may be doing around 11 million, but less than 30% of its audience is in the 18-49 proportion, so it is less likely the ads are being watched in the demo. It is still early to determine the status of Harry's Law, as the next four weeks will be key as both Castle and Hawaii Five-0 are all-new these four weeks. If it can maintain the 2.0-2.2 average, then NBC will for sure bring it back despite the old skew. Anything lower might be Friday material because it has a good overall audience still. The CBS drama The Good Wife does a similar skew currently. It started off higher last year in the 18-49 rating than Harry, though, but right now it is doing a 2.2 18-49 rating. It will be interesting to see if CBS moves it to another night (Friday?) next season as the overall 18-49 rating has dipped this season. The only thing that might prevent CBS from moving it is that its their only drama that is critically acclaimed and wins awards. Harry's Law still has plenty more to do before it can be in the same league as The Good Wife.
One other thing I want to note is repeat airings. Why do serialized shows get repeat airings? Because the ad money is the same as it would be for a new episode. This is why Grey's Anatomy, which doesn't repeat well but gets a lot of ad money, is repeated. Sure it is good to be competitive once in a while and remove the repeat for something that does better in the ratings, but ultimately ad money would win. I am sure when ABC preempted a scheduled Grey's repeat for the Barbara Walters special with Oprah on Dec. 8 it didn't generate as much as a Grey's Anatomy episode would have done. So, yes, this is why you see some repeats of shows that don't repeat well. It's all about ad money.
I think that's about it. I was looking through the web and not many people understand how to look at TV ratings these days. There is one great blog I came upon on my search and it uses much more stats to back things up than I just did. Take a look at this read from the Spotted blog from December 2009. That is just one of many blog articles that was well "spot on," so you might want to read some of the other blogs (like this one) during that time frame. I hope you learned something today and remember...it's all about ad money and the 18-49 demo (preferably skewing in that demo). See you on Sunday for our normal ratings report, like usual.


It's Friday, so it is time for "Sitcom Stars on Talk Shows" for the coming week. This is where we list what sitcom stars are appearing on talk shows for the coming week, the stars are both current and past sitcom stars (but we won't cover movie stars like Tom Hanks or John Travolta, since they won't be talking about their past sitcoms likely), so this is for all sitcom fans of all eras!
For the week of Feb. 7-11, 2010, we have many current sitcom stars and past sitcom stars on TV talk shows! So get your DVR's (or whatever you use) ready! Ready? Here is all what you need to know for the coming week!

Monday, February 7, 2011
  • Martin Lawrence (Martin) - Watch Martin on Late Show with David Letterman at 11:35pm on CBS.
  • Sarah Chalke (Mad Love/Scrubs) - Catch Sarah on The Talk on CBS at 2pm ET/1pm CT-PT.
  • Jason Biggs (Mad Love) - Watch Jason also on The Talk on CBS at 2pm ET/1pm CT-PT.
  • Matthew Perry (Mr. Sunshine/Friends) - Watch Matthew on LIVE! with Regis & Kelly, so check your listings.
  • Allison Janney (Mr. Sunshine) - Watch Allison on The Ellen DeGeneres Show, so you'll have to check listings for time and station.
  • Jessica Walter (Retired at 35/Arrested Development/Three's a Crowd) - Catch Jessica on The Joy Behar Show at 9pm on HLN.
Tuesday, February 8, 2011
  • Matthew Perry (Mr. Sunshine/Friends) - See Matthew as he visits The Ellen DeGeneres Show in the daytime (check listings) and then in late night on ABC's Jimmy Kimmel Live! at 12am.
  • Kevin Nealon (Weeds) - Catch Kevin on Late Night with Jimmy Fallon at 12:37am on NBC.
  • Ed Helms (The Office) - Catch Ed on NBC's TODAY show sometime between 7-9am then a few hours later on The View at 11am ET/10am CT-PT on ABC.
  • Martin Lawrence (Martin) - Watch Martin on LIVE! with Regis & Kelly on your local affiliate.
Wednesday, February 9, 2011
  • Ty Burell (Modern Family/Back to You) - Watch the funnyman on ABC's The View at 11am ET/10am CT-PT then later on Late Show with David Letterman at 11:35pm on CBS.
  • Matt LeBlanc (Episodes/Friends/Joey) - Matt visits The Tonight Show with Jay Leno on NBC at 11:35pm.
  • Carl Reiner (The Dick Van Dyke Show) - Watch the TV legend on Late Late Show with Craig Ferguson on CBS at 12:37am.
  • Mario Lopez (Saved by the Bell) - It's all right because you can watch Mario on OWN's The Gayle King Show at 10am.
  • Kevin Nealon (Weeds) - Watch Kevin on TODAY sometine between 7-11am on NBC.
  • Roseanne Barr (Roseanne) - Catch Roseanne on The Mo'nique Show on BET at 11pm.
Thursday, February 10, 2011
  • Johnny Galecki (The Big Bang Theory/Roseanne) - Watch Johnny on the Rachel Ray Show so check your local listings.
Friday, February 11, 2011
  • Aziz Ansari (Parks and Recreation/Scrubs) - Catch Aziz on Late Night with Jimmy Fallon at 12:37am on NBC.
  • Ed Helms (The Office) - Ed appears on Late Show with David Letterman at 11:35pm on CBS.
  • Jason Biggs (Mad Love) - See Jason on Late Late Show with Craig Ferguson at 12:37am on CBS promoting his upcoming sitcom.
  • Lisa Kudrow (Friends/The Comeback) - Watch Lisa on The Gayle King Show on OWN at 10am.
Leave us comments on our message board or Tweet/Facebook us to let us know what you think of this Friday feature! We do listen!


New on DVD/Blu-ray (January/February)

I Love Lucy - Superstar Special #2 (Colorized) The Love Boat - Season Three - Volume Two Hooperman - Season One 227 - The Complete First Season (Mill Creek) Fuller House - The Complete First Season

01/03 - Girls - The Complete Fifth Season (Blu-ray)
01/10 - Broad City - Season 3
01/17 - I Love Lucy - Superstar Special #2 (Colorized)
01/17 - The Love Boat - Season Three - Volume One
01/17 - The Love Boat - Season Three - Volume Two
01/24 - Hooperman - Season One / Review
01/24 - Hooperman - Season Two / Review
01/31 - Ballers - The Complete Second Season (Blu-ray)
02/07 - Sabrina, the Teenage Witch - Sabrina Down Under
02/07 - So Little Time - Volume 1 - School's Cool - Boy Crazy
02/07 - So Little Time - Volume 2 - About a Family - Hangin' Out
02/07 - 227 - The Complete First Season (Mill Creek)
02/07 - Vice Principals - The Complete First Season (Blu-ray)
02/14 - Beavis and Butt-Head - The Complete Collection
02/14 - Grace and Frankie - Season Two
02/28 - Fuller House - The Complete First Season
More TV DVD Releases / DVD Reviews Archive / SitcomsOnline Digest


Sitcoms Airing Tonight

Tuesday, February 21

The Middle - "Dental Hijinks" (ABC, 8:00PM ET/PT)
After Frankie tries to get a stubborn Mike to go see Dr. Goodwin to take care of his toothache, Mike convinces the good doctor to leave his tooth alone and tell Frankie that everything was ok. But the two find themselves fabricating a story that’s so ludicrous that they fear Frankie will figure out the truth. Meanwhile, since they are nearing the end of their senior year at college, Axl, Hutch and Kenny decide it’s time to sell the fabled Winnebago; Sue tries her best to let college golf cart driver Tyler know that she likes him; and Brick attempts to write a historic Scottish rap musical – a la “Hamilton” – focusing on the life of Sergeant Charles Stuart MacKenzie.

American Housewife - "The Man Date" (ABC, 8:30PM ET/PT)
Greg is delighted to finally have made a friend in Westport, fellow history buff Stan (guest star Timothy Omundson), but Katie isn’t as happy, especially since Stan is married to her nemesis, Chloe Brown Mueller (Jessica St. Clair).

Fresh Off the Boat - "The Gloves Are Off" (ABC, 9:00PM ET/PT)
Jessica accidentally befriends Marvin’s ex-wife, Sarah (Heather Locklear), and tries to help her and Honey settle their longstanding rift. Meanwhile, Louis and the boys are on a mission to determine Grandma’s true age in hopes of surprising her with a new, free motorized wheelchair.

The Real O'Neals - "The Real Confirmation" (ABC, 9:30PM ET/PT)
When Shannon asks VP Murray to be her godfather leading up to her confirmation, Eileen fears her own relationship with him might be moving too fast. Shannon’s big day also has a surprising effect on Kenny’s relationship when Brett says, “I love you,” sending Kenny into a tailspin. Meanwhile, the return of a hot former babysitter puts Pat and Jimmy at odds when she constantly makes passes at Pat.

New Girl - "Rumsprings" (Fox, 8:00PM ET/PT)
When Jess gets nervous about starting her new position as principal, Nick and Schmidt decide to take her on a relaxing day trip to Solvang, which quickly goes “sideways.” Meanwhile, with Cece’s help, Winston tries to finalize his divorce from Rhonda, but finds that he and Aly are caught in a series of never-ending pranks.

The Mick - "The Baggage" (Fox, 8:30PM ET/PT)
Mickey’s unwanted suitors team up to thwart her new romance. Meanwhile, Sabrina and Alba teach Ben a lesson in responsibility.

The Detour - "The City" (TBS, 10:00PM ET/PT)
Robin isn't thrilled about Nate's new job in New York City, but the family heads out from Syracuse anyway.

Teachers - "Brokebitch Mountain" (TV Land, 10:00PM ET/PT)
Ms. Feldman can’t make ends meet on her salary and takes a second job. Ms. Watson notices a romantic spark between two of her second grade students. The Teachers take advantage of Principal Pearson.

Complete TV Listings


Sitcom Stars on Talk Shows (Week of February 20)

Tuesday, February 21

  • Tom Hanks (Bosom Buddies) - Catch Tom on a repeat of the 2011 Jimmy Kimmel Live: After the Oscars special at 11:35pm on ABC.
  • Will Forte (The Last Man on Earth/The Cleveland Show) - Will visits The Tonight Show Starring Jimmy Fallon at 11:34pm on NBC.
  • Yvette Nicole Brown (The Odd Couple/Community) - Yvette appears on The Late Show with Stephen Colbert at 11:35pm on CBS.
  • Allison Williams (Girls) - Allison talks about Girls and Get Out on NBC's Today sometime between 7-9am and in the 10am hour. She will also be on LIVE! with Kelly, so check your listings. Finally, she will be on New York Live on WNBC in New York at 11:30am ET.
  • Mae Whitman (Arrested Development) - Mae visits LIVE! with Kelly, so check your listings. She also talks about Rock Dog on the AOL Build Show at 12pm.
  • Zach Braff (Scrubs) - Zach guest co-hosts LIVE! with Kelly, so check your listings.
  • NeNe Leakes (The New Normal) - NeNe guest co-hosts The Real, so check your local listings.
  • Jason Jones (The Detour) - Jason talks about The Detour on NBC's Today in the 9am hour and on the AOL Build Show at 3pm.
  • Wendi McLendon-Covey (The Goldbergs/Rules of Engagement/Reno 911!) - Wendi is a guest on the AOL Build Show at 1pm. She will also be on New York Live on WNBC in New York at 11:30am ET.
  • Malin Akerman (Trophy Wife/Sin City Saints) - Malin chats on The Talk on CBS at 2pm ET/1pm CT-PT.
  • Judd Hirsch (Superior Donuts/Dear John/Taxi) and Jermaine Fowler (Superior Donuts) - Judd and Jermaine are guests on Steve Harvey, so check your local listings.
  • Kym Whitley (Young & Hungry/Animal Practice/Sparks) - Kym and Kim Gravel help a woman snoop through two bachelors' homes in order to choose which she should date on Steve Harvey, so check your local listings.
  • Ashley Gerasimovich (The Detour) - Ashley is a guest on Cheddar at 12:15pm. Ashley and Liam Carroll will be on Facebook Live on the TBS Facebook account at approx. 4:00pm. Ashley, Liam, Jason Jones and Natalie Zea will be on Facebook live at approx. 8:00PM EST on the official The Detour Facebook page.