Wednesday, June 22, 2011

War of 18-49 Update, Desperate Housewives (2010-11)

Let's take a look at the 2010-11 season (the seventh overall) of Desperate Housewives on ABC.

2010-11 adults 18-49 low/average/high: 2.7/3.46/4.4

Rating the Ratings: The declines have become predictable for the Housewives in recent years. Since season 4 lost just 11% of the season 3 average, the next three years' drops have been almost eerily close: -21%, -20%, then -19% in season 7. It's not long ago at all that Desperate Housewives was one of the ratings monsters of primetime, but by the spring of 2011, even breaking a 3.0 demo was a struggle. It's interesting that after years of people claiming ABC left Brothers & Sisters after it for too long, it finally gets to lead into something new (Pan Am) in the year when it may finally decline out of "bonafide hit" range. (Another 20% drop would leave it at just a 2.8 average next year.) Grade: C-.

Here's the now updated War of 18-49 post for Desperate Housewives.

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