Network Midseason Shows Declines | Adweek Network Midseason Shows Declines | Adweek
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Network Midseason Shows Declines

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Midseason has not been much kinder to the broadcast networks than the season?s premiere month last October. So far, most midseason fare has viewers tuning out. "A midseason show may get better sampling, but then the viewers? traditional instincts take over," said John Rash, chief broadcast negotiator for Campbell Mithun Esty. "They quickly decide whether it is worthwhile watching or not, same as in the fall."

NBC?s Three Sisters, which premiered in January, has averaged an 8.2 rating/12 share in households and a 5.4/14 in the 18-49 demo. However, the show premiered with a 10.7/16 in households and a 7.4/17 in 18-49, and most recently earned only a 6.2/10 in households, down 42 percent, and a 3.8/10 in 18-49, off 48 percent.

The same goes for CBS? Kate Brasher, which premiered in February with an 8.2/14 in HH and a 3.0/9 in 18-49, only to drop by 30 percent in HH, to a 5.7/11, and 43 percent in 18-49, to a 1.7/6.

Midseason?s biggest success may be the Damon Wayans? sitcom, My Wife & Kids, on ABC. ABC has run two episodes of the show back-to-back on Tuesdays since its premiere last month, and the 8:30 p.m. airing has held its numbers each week, averaging a 8.7/14 in households and a 5.7/16 in 18-49.

John Consol