Just three episodes into its premiere run, TNT’s Dallas reboot has earned a second season order.
The Turner network has ordered 15 episodes from Warner Horizon Television, with plans to bow them sometime in 2013.
After debuting June 13 to 6.86 million viewers and 1.93 million adults 18-to-49, Dallas’ deliveries in week two fell 30 percent, with an average draw of 4.76 million viewers. The demo was more stable, dropping 17 percent to 1.61 million adults 18-to-49.
Episode three also showed slippage, although the declines weren’t as severe. On June 27, Dallas served up 4.08 million viewers and a 1.1 rating in the demo. In head-to-head competition at 9 p.m. Wednesday, USA Network’s Royal Pains drew 4.18 million viewers and a 1.1 rating.
Dallas’ reach is encouraging, but its demo deliveries are disproportionately low. Per Nielsen live-plus-same-day data, members of the dollar demo accounted for just 28 percent of the premiere’s overall audience. Meanwhile, adults 25-to-54 made up 36 percent of the first night’s deliveries—that's a lot of empty calories compared to most primetime shows.
Three days of time-shifted viewing elevated the two-hour series opener’s overall reach to some 7.8 million viewers.
Michael Wright, president, head of programming for TNT, TBS and TCM, characterized Dallas as “a success for us on every level.”
TNT on Friday also renewed its original drama Rizzoli & Isles for a fourth season. Through the first four episodes of season three, R&I has averaged 5.38 million viewers and 1.75 million adults 25-to-54.
Like Dallas, R&I is an older-skewing show. People between the age of 25 and 54 comprise only one-third of the series’ L+SD deliveries.
While R&I’s deliveries are down a bit (12 percent) versus the year-ago period, it’s worth noting that the show no longer enjoys the lead-in audience once afforded by The Closer. This summer, repeats of earlier episodes of R&I are setting the table for the show’s Tuesday 9 p.m. time slot.