Wednesday, March 16, 2011

War of 18-49 Update, The Bachelor (Winter 2011)

Let's take a look at the winter 2011 season (the show's fifteenth overall) of The Bachelor on ABC.

Winter 2011 adults 18-49 low/average/high: 2.7/3.26/4.7

Rating the Ratings: It's been a highly improbable resurgence for this franchise over the last three years or so, but the return of Brad Womack finally exposed a chink in the armor. It didn't look so bad at the beginning (the premiere was down 12% year-to-year) and the end (the finale was down 15% and After the Final Rose down 11%) but things got pretty bleak at times in the middle. Overall, the season was down 20% and easily the show's weakest since its winter 2009 resurgence. That said, the 3.26 average still has it well ahead of where it was in spring 2008 when it seemed to be teetering on cancellation, and it's quite a comfortable number in the grand ABC scheme. The show's not going anywhere for now, but this downturn may be something to keep an eye on long-term. Grade: C.

Here's the now updated War of 18-49 post for The Bachelor/Bachelorette.

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