DOA Initial Results for The Osbournes: Reloaded and Cupid

Wednesday, April 1, 2009
Prime-Time Metered Market Tuesday Ratings:

Minimal Tune-In for The Osbournes: Reloaded and Cupid

National Ratings in Prime-Time:

Week of March 23, 2009

Ratings Box:
What’s Hot/What’s Not

On the Air Tonight:
Prime-Time Programming Options 

TV Tidbits:
Notes of Interest
TV Trivia Time:

A Daytime Birthday


Minimal Tune-In for The Osbournes: Reloaded and Cupid

Tuesday 3/31/09


Fox 11.1/17
CBS   9.8/15
NBC 5.7/ 9
ABC 5.4/ 9

CW   1.5/ 2


-Percent Change From the Year-Ago Evening (Tuesday, April 1, 2008):

ABC: +33, CW: +15, NBC: +14, ABC: -25, Fox: – 1


Note: The fast affiliate results for Tuesday will be posted at PIFeedback by 12 p.m. ET. Go to the website, click on Ratings Box (the first category), then Last Night’s Results, and Tuesday, March 31, 2009.   


-Yesterday’s Winners:

American Idol (Fox), NCIS (CBS), The Mentalist (CBS), Dancing With the Stars (ABC)

-Worthy of Another Season:
Without a Trace (CBS)

-Keep an Eye on the Adult 18-49 Performance:

The Biggest Loser (NBC), Law & Order: SVU (NBC)


-Yesterday’s Losers (Excluding Repeats):

Reaper (CW), The Osbournes: Reloaded (Fox), 90210 (CW), Cupid (ABC)

-Ratings Breakdown:

Led by American Idol, Fox remains the network to beat on Tuesday, with a 1.3 metered market rating point advantage over the No. 2 network last night, CBS. But all was not well on Fox care of inane variety series The Osbournes: Reloaded, which kicked-off with a fourth-place 5.0 rating/8 share in the overnights at 9:30 p.m. Retention out of the 9:00 p.m. portion of lead-in American Idol (13.6/21) was only 37 percent. Keep in mind that at least 16 Fox affiliated stations refused to air the Osbourne special, and an additional 10 moved it out of prime-time and into the early hours of the morning. So, these initial results are approximate. And Fox’s decision to a) not schedule the remaining five episodes of the six-episode series yet, and b) trim last night’s debut from one-hour to barely 30 minutes means there is a possibility the remaining telecasts will never see the light of day. 


All in all, I personally think The Osbournes: Reloaded is now the worst variety series in the history of television. Move over The Brady Bunch Hour, The Chuck Barris Rah Rah Show, Turn-On and Pink Lady!


As for American Idol, the 90-minute telecast averaged a 13.0/20 in the overnights, with the half-hour breakdown as follows:


American Idol (Fox)

8:00 p.m.: 11.8/19 (#1)

8:30 p.m.: 13.7/21 (#1)

9:00 p.m.: 13.6/21 (#1)


My picks for the bottom three tonight: Megan Joy, who is no “joy” to the ears; sore-loser Anoop Desai; and junior bag lady Allison Iraheta. Most likely to bid adieu: Megan Joy. 


CBS had a typically potent Tuesday with its combination of NCIS (#2: 10.3/17), The Mentalist (#2: 10.5/16) and Without a Trace (#1: 8.6/14), which could end up on the chopping room floor because it supposedly costs too much to produce. The real reason, of course, is that Without a Trace skews too old. That’s just plain dumb, isn’t it?


In series-premiere news, ABC romantic dramedy Cupid was left at the starting gate with a last place 5.0/ 8 in the 10 p.m. hour. Comparably, retention out of the 9:30 p.m. portion of lead-in Dancing With the Stars (10.3/16) was just 49 percent. And the 10:30 p.m. portion of the show dipped by a significant 25 percent (5.7/ 9 to 4.3/ 7). Why ABC bothered to remake this already failed series (remember the 1998-99 version with Jeremy Piven pre-Entourage?) is beyond me.


Overall, the live Dancing With the Stars Results Show averaged a third-place 8.8/14 in the overnights from 9-10 p.m. So long, Holly Madison and Steve Wozniak. And earlier in the evening on ABC were two repeat episodes of the first two installments of sitcom Better Off Ted at a mere (and fourth-place) 2.4/ 4 from 8-9 p.m. Did we really need another workplace comedy?


Third overall in the overnights was NBC as a result of another two-hour installment of The Biggest Loser (5.2/ 8 from 8-10 p.m.), which built in every half hour and never disappoints among adults 18-49, and tired Law & Order: SVU at 10 p.m. (6.7/11), which will win the time period among adults 18-49. Take a look at the half-hour breakdown for The Biggest Loser:


The Biggest Loser (NBC)

8:00 p.m.: 4.7/ 8 (#3)

8:30 p.m.: 4.9/ 8 (#3)

9:00 p.m.: 5.2/ 8 (#3)

9:30 p.m.: 6.0/ 9 (#3)


The CW capped off this final Tuesday in March with its losing combination of Reaper (#5: 1.6/ 3) and 90210 (#5: 1.4/ 2), which has not benefited by moving back one hour. Tori Spelling alert: she is back as Donna Martin on the April 21 telecast. 

Source: Nielsen Media Research data

National Ratings in Prime-Time:

Week of March 23, 2009


Populated by another three nights of the ongoing NCAA Basketball Tournament, CBS finished the week of March 23 first in households and total viewers for the fourth consecutive week. Fox was No. 1 in the three key demos — adults 18-49, adults 25-54 and adults 18-34. And both networks (excluding a minor dip among adults 18-34 for CBS) posted growth over the comparable year-ago week. Consider these winning rankings the pattern for the remainder of the season.


ABC, which ranked second in households and third elsewhere, was also on the year-to-year plus side, with growth of as much as 15 percent among adults 18-34. But the fifth and sixth-place networks, NBC and the CW, continue to lose steam, while last-place MyNetworkTV is still benefiting by the arrival of Friday Night Smackdown! from last fall. MyNetworkTV has now posted 27 consecutive weeks of growth. 


In series-premiere news, ABC sitcom In the Motherhood got off to a modest start, with 6.70 million viewers and a 2.2 rating/6 share among adults 18-49 in the Thursday 8 p.m. half hour.   After this one low-rated telecast, the network trimmed the episode order from 13 to 6. Lead-out Samantha Who?, meanwhile, returned to the airwaves with an almost identical 6.57 million viewers and a 2.2/ 6 in the demo at 8:30 p.m. And the aforementioned basketball tournament on CBS performed by night as follows:

NCAA Basketball Tournament (CBS)

Thursday – Viewers: 10.26 million; A18-49: 3.6/10 (from 8-11 p.m.)

Friday – Viewers: 10.45 million; A18-49: 3.6/12 (from 8-11 p.m.)

Saturday – Viewers: 10.61 million; A18-49: 3.6/13 (from 8-9:30 p.m.)


Here are the final national ratings for the week of March 23, 2009 (with percent change versus the comparable year-ago week in parentheses), followed by the new midseason series report card and the top 30 rated programs of the week.   Keep in mind that the Tuesday 8 p.m. hour was not rated this week because of President Obama’s latest address to the country, pushing American Idol back one day. And Survivor: Tocantins, a clips edition, aired in the Wednesday 8 p.m. hour (instead of its traditional Thursday anchor spot, which was populated with basketball). 


CBS: 7.1 rating/12 share (+16), ABC: 6.1/10 (+ 7), Fox: 6.0/10 (+ 2), NBC: 4.1/ 7 (-20), CW: 1.3/ 2 (-13), MNTV: 1.0/ 2 (+25)

-Total Viewers:

CBS: 11.39 million (+20), Fox: 10.24 (+ 3), ABC: 9.41 (+ 7), NBC: 6.37 (-17), CW: 1.98 (-14), MNTV: 1.62 (+31)

-Adults 18-49:

Fox: 3.8 rating/10 share (+ 3), CBS: 3.3/ 9 (+ 3), ABC: 2.8/ 8 (+ 8), NBC: 2.2/ 6 (- 4), CW: 0.8/ 2 (-11), MNTV: 0.5/ 2 (+25)

-Adults 25-54:

Fox: 4.4/11 (+ 5), CBS: 4.1/10 (+11), ABC: 3.4/ 8 (+ 6), NBC: 2.6/ 6 (-10), CW: 0.8/ 2 (-11), MNTV: 0.6/ 1 (+20)

-Adults 18-34:

Fox: 3.3/10 (+ 3), CBS: 2.4/ 8 (- 8), ABC: 2.3/ 7 (+15), NBC: 1.7/ 5 (+13), CW: 0.9/ 3 (no change), MNTV: 0.5/ 2 (+25)

Publish date: April 1, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT