Broadcast’s Incredible Shrinking Thursday

Ratings continue to slide on a crucial night for advertisers

Movie studios looking to prime the pump for their weekend releases may want to start looking for an alternative to broadcast TV. At the risk of trafficking in hyperbole, the Big Four has become a veritable ghost town on Thursday nights.

Season to  date, only two network series are averaging a 3.0 or better in the 18-49 demo on Thursdays—in fact, most of the shows slotted on the crucial night are hovering around the 1.0 mark.

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