Snobs Vs. Slobs: Fox’s Dads Connects With the Upper Crust | Adweek
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Snobs Vs. Slobs: Fox’s Dads Connects With the Upper Crust

Tuesday comedies over-index in $100K+ homes

Fox’s new comedy Dads

When not getting under the skin of television critics, Fox’s new comedy Dads is carving out a niche with the swells at the country club.

According to Nielsen demographic data, Tuesday’s premiere of Dads over-indexed among the upper crust, earning a 14 percent larger swath of viewers 18-49 in the $100,000+ income bracket than the industry average. Given that Dads isn’t exactly the Algonquin Round Table, the response by the affluent demo comes as a pleasant surprise for the network.

Turns out the entire Fox Tuesday comedy lineup does well with the monocles-and-top hats crowd. Newbie sitcom Brooklyn Nine-Nine drew 27 percent more plutocrats than the average broadcast show, while Zooey Deschanel’s New Girl was up 29 percent in the green demo.

But the 1 Percenters really turned out for the season premiere of The Mindy Project, as the episode over-indexed in the demo by a whopping 45 percent. That statistic alone could help buttress Mindy Kaling’s show, which retained just 65 percent of its New Girl lead-in, bowing to an underwhelming 3.83 million viewers and a 1.9 in the demo.

(Then again, Happy Endings over-indexed by a margin of 39 percent on ABC, and that wasn’t enough to keep the show from getting canceled after just three seasons.)

Last season, four comedies in Week 1 made the Top 10 most affluent list. ABC’s Modern Family posted an 8.8 in the demo (adults 18-49 with annual household income of $100K+), over-indexing by 60 percent and beating No. 2 The Big Bang Theory (6.2, 24 percent) by a comfortable margin.

Two other CBS comedies, How I Met Your Mother (5.3, 47 percent) and 2 Broke Girls (4.1, 11 percent), were also in the upper echelon. Like Dads, 2 Broke Girls may seem like a bit of an outlier, but the show consistently performs well in affluent households. 

Other shows that attracted the $100K+ set during Premiere Week 2012 were Grey’s Anatomy and Revenge (ABC), The Voice and Revolution (NBC) and The Amazing Race (CBS). Fox’s wealthiest program of that week was Glee, which landed in the No. 12 spot.

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