Thursday, August 4, 2011

War of 18-49 Update, The Bachelorette (Summer 2011)

Let's take a look at the summer 2011 season (the seventh overall) of The Bachelorette on ABC.

Summer 2011 adults 18-49 low/average/high: 1.7/2.44/2.8

Rating the Ratings: The resurrection of The Bachelorette in 2008 was a big part of the reason why the whole Bachelor franchise orchestrated a turnaround in the late-aughts, and that turnaround was evident in later seasons of The Bachelorette; that show grew slightly in summer 2009 and then another 14% in summer 2010. But the 2011 season brought a hard turn in the other direction, as the show plummeted 18% from its 2010 ratings to its lowest ratings yet, even behind the 2008 season. This follows a 20% year-to-year drop for The Bachelor last winter. You could certainly make the case this is the second big indicator of another collapse on the way for this franchise. The drops got worst toward the end of the season, as the show couldn't even get up to a 3.0 for the finale. The 2.8 finale number was down 26% from last summer's 3.8. Grade: D+.

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

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