Tuesday, June 7, 2011

War of 18-49 Update, Dancing with the Stars (spring 2011)

Let's take a look at the winter/spring 2011 season (the twelfth overall) of Dancing with the Stars on ABC.

Monday spring 2011 adults 18-49 low/average/high: 4.0/4.65/5.3
Tuesday spring 2011 adults 18/49 low/average/high: 3.0/3.63/4.6

Rating the Ratings: Average-wise, the Monday performance shows actually posted the weakest winter/spring peformance average in the history of the show, but just barely; it was only down 4% from last year's average. But those drops are heavily weighted toward the beginning of the season, when the show significantly trailed the buzzy Kate Gosselin beginning. In May sweeps when I was doing Demos Year-to-Year, the Monday shows were always up, sometimes by double digits. And the Tuesday shows made enormous strides, up a staggering 28% year-to-year to the strongest Tuesday numbers for a spring DWTS cycle in three years. Now, there are a couple reasons for that; the Tuesday shows moved from low-viewing 8:00 back up to 9:00, and probably even more importantly they didn't face American Idol anymore. I'm torn between A minus and A, but since I'm not sure any other season in this summer's updates will actually score an A, and I think I might have been a little hard on the fall season giving it an A minus (it was up double-digits on both nights!), I guess I'll be a softie with this one... Grade: A.

Here's the now updated War of 18-49 post for Dancing with the Stars. (Also updated on the DWTS page: I've recorded all the episodes' lengths and updated the averages weighting them accordingly, so everything should be pretty accurate now. I did this on American Idol as well, though in that case I couldn't get the length for some of the eps in the first three seasons.)

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