Wednesday, August 25, 2010

The War of 18-49, Law & Order



LAW & ORDER (NBC)

Why post this on Wednesday? Law & Order aired sixteen of its twenty total seasons on Wednesdays at 10/9c, the only exceptions being the first two seasons (Tuesday), the 17th season (Friday), and the 20th season (Friday and Monday).

See (who saw) how it all began: Sadly, it's one of three shows that's too old for my ratings digging skillz, so about the first decade of the show's run is mostly a mystery for me from an adults 18-49 standpoint. TVTango says the series premiere got 14 million viewers, and there's a ton of household info there that I won't reproduce here, but suffice to say it looks like the early aughts are reasonably close to being at the show's peak performance. So I can sorta say that maybe, just maybe...

The best of times: ...the best of times were in the early 2000's, when the show was averaging slightly north of a 7.0 demo in originals based on my limited data. An article I read for the 5/16/01 rating said that the show's 9.2/24 A18-49 rating on that evening was a series high, and my guess is that it remained the series high. So this was certainly never nearly as big as long-running Thursday counterpart ER, which had quite a few seasons that averaged higher than L&O's 9.2 peak. The best run of episodes was the end of that 2000-01 season (season 11) and the beginning of season 12, which was really the only time I have the show breaking an 8.0 demo with any regularity.

The worst of times: Starting with around season 13 (2002-03), the show pretty much divebombed, taking double-digit percentage drops almost every season and actually getting shoved out of its historic Wednesday timeslot to Friday for the 2006-07 season. The show does deserve some credit for its one year of recovery in Season 18, when it got moved back to Wednesday during midseason 2008, but a lot of its achievements during that season came against all repeats on its writer's strike-hampered opponents. And just two years later, it had dropped a staggering 48% from that season 18 average. Its series low was a pretty pathetic 1.2 demo for the first two eps of season 20 on 9/25/09 and 10/2/09.

Then vs. now: After the bad start on Friday in season 20, it rose into the mid-1's, not a bad Nielsen for a Friday player. Combined with a widely quoted Angela Bromstad line about how she didn't want to be the person to deny Law & Order its record, most people felt it would return in 2010-11 for a 21st season. That would've put it past Gunsmoke for most seasons for a primetime drama. Instead, as is so often the case, money talked, and they weren't able to get a suitable financial situation in place to bring the show back. It's easy to see why this was a struggle, as the demo ratings for season 20 were less than a fourth of what they'd been nearly a decade ago, and the average season 20 episode spent about half its runtime listing executive producer credits. (OK, maybe a minor exaggeration...) So Law & Order will have to settle for a tie with Gunsmoke in seasons and remain well behind in episode count. That's still a pretty remarkable achievement, and the L&O brand marched on without the mothership in 2010-11.

Adults 18-49 info by season:

SeasYearSlotAvgy2yLoHiResultsGrade
101999-00Wednesday 10:006.855.47.8
112000-017.195.89.2
122001-027.426.28.8
132002-036.55-12%5.17.6
142003-045.84-11%5.07.6
152004-054.57-22%3.66.4
162005-063.80-17%2.64.8
172006-07Friday 10:002.75-28%1.93.6
182008Wednesday 10:003.15+14%2.63.8
192008-092.26-28%1.73.0
202009-10Fri 8:00, Mon 10:001.64-28%1.22.0
21Spring 2022Thursday 8:000.490.40.7detailC+

Historical-adjusted ratings by season:

SeasYearA18-49+LabelNow22y2yLoHiPremiereFinale
122001-02172big hit0.88144204174169
132002-03147hit0.75-15%115171158151
142003-04144hit0.73-2%123187187160
152004-05112solid0.57-22%8815715798
162005-0694marginal0.48-17%6411899111
172006-0773solid(Fri)0.37-22%50969669
18200895marginal0.49+30%7911511579
192008-0975marginal0.38-21%571007376
202009-1058flop0.30-23%43714368
21Spring 202296marginal0.497414514576

AVERAGE:107solid
CAREER:1067star


The War of 18-49 chronicles the ratings history of veteran primetime series. For more, see the Index.

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