Sunday, August 1, 2010

The War of 18-49, Extreme Makeover: Home Edition



EXTREME MAKEOVER: HOME EDITION (ABC)

Scheduling history: With very few exceptions (the series premiere/preview on Wednesday in 2003, a special episode on Thursday in May 2004) Extreme Makeover: Home Edition aired its entire run until October 2011 on Sunday. In fall 2011, ABC moved the show to Friday and started double-pumping originals. Cancellation was announced fairly soon after, so the show left the schedule for good in January 2012.

See (who saw) how it all began: Extreme Makeover: Home Edition kicked off with a preview on 12/3/03 after a fairly high-rated special about the Bachelorette wedding. It held almost all of that special's demo, scoring 12.10 million total viewers and a 5.8/16 in the demo. It didn't make its Sunday premiere until over two months later, though, pulling a more modest 10.95 million viewers and a 4.0 demo on 2/15/04. It held almost all that demo with a 3.9 the next week, though, and it continued to build throughout that short first season, peaking at a 5.4 on 5/2/04.

The best of times: The best of times for EM: HE was season 2. The show had some nice momentum on Sundays in its own right during early 2004, and the behemoth Sunday night performance from Desperate Housewives the next season only helped matters. The show peaked in early 2005, including a whooping 9.0 demo on 1/16/05, and 10 of the show's 11 airings above a 7.0 demo occurred during the 2004-05 season. The 2005-06 season was actually not much worse, but its average was brought down by a ton of airings in the lower-HUT 7pm hour.

The worst of times: Since 2004-05, it's pretty much been downhill for Home Edition. ABC kept Sunday night completely intact since from fall 2006 through spring 2011, and they all dropped together. Though EM: HE had a bit of renaissance in the middle of the 2007-08 season when most scripted TV was gone due to the writer's strike, usually it's just dropped. Most of the season lows below are a bit misleading since they usually take place in the 7pm hour, but the ultimate low point for the show was what it did after its move to Friday in the final season. It got as low as a 0.7 demo on November 11.

Then vs. now: A Friday move for Home Edition seemed imminent for years, and it finally came to pass in the 2011-12 season. Unfortunately, by the time it actually did get moved, there was very little ratings juice left in the program, and it wasn't able to withstand that move in an acceptable way. I have to wonder if the move came a season too late. Perhaps if they'd made the move the previous fall and given No Ordinary Family the Sunday slot (where another fantasy show in Once Upon a Time went on to succeed in a big way the next season), the fates of those shows could've gone down differently. But ABC decided to squeeze all they could out of Home Edition on Sunday. By 2011-12, the show was weak enough that even its Friday numbers were easily replaceable, as the Shark Tank/Primetime: What Would You Do? duo instantly posted better numbers after Home Edition departed on Friday.

Adults 18-49 info by season:

SeasYearSlotAvgy2yLoHiResultsGrade
12003-04Sunday 8:004.09
1.65.8detail
2004-056.35+55%3.49.0
2Summer 2005-065.23-18%2.87.1detail
32006-074.77-9%2.56.4detail
42007-084.38-8%2.35.6detail
52008-093.29-25%1.94.1detail
62009-102.71-18%1.93.7detail
72010-112.26-17%1.52.7detailC-
82011-12Sun 8:00, Fri 8:001.41-37%0.72.3detailD+
9Fall 2012Monday 9:001.11-21%0.91.3detail
10Winter 2025Thursday 8:000.26
0.20.3detailC

Historical-adjusted ratings by season:

SeasYearA18-49+LabelNow25y2yLoHiPremiereFinale
12003-04101solid0.32
39143143131
2004-05156big hit0.49+55%84221169174
2Summer 2005-06129big hit(sum)0.41-17%6917574131
32006-07127hit0.40-2%6617093119
42007-08133hit0.42+5%7016988118
52008-09109solid0.35-17%6313673103
62009-1096marginal0.31-12%6813175103
72010-1189marginal0.28-8%591065987
82011-1260solid(Fri)0.19-33%30975572
9Fall 201253flop0.17-12%43626257
10Winter 202580marginal0.25
6611011069

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