Wednesday, August 10, 2011

War of 18-49 Update, Brothers & Sisters (2010-11)

Let's take a look at the 2010-11 season (the fifth and final overall) of Brothers & Sisters on ABC.

2010-11 adults 18-49 low/average/high: 1.6/2.21/3.0

Rating the Ratings: As has been the case for the entire run of Brothers & Sisters, the show's ratings basically just followed lead-in Desperate Housewives downward. This show dropped 22% in 2010-11, similar to the Housewives' 19% drop. It was the biggest year-to-year drop ever for B&S, though only a little more than the 18% drops in the previous two seasons. While the show flexed a little muscle in fall 2010, leading some people to think yet another season was in the offing, the big drop in 2011 sealed the show's fate. I said in the original Brothers & Sisters War of 18-49 post that "it may keep on doing [decent retention out of Desperate Housewives] until the DH audience becomes so small that decent retention isn't enough anymore," and that's basically what happened. Even with the cast cuts, this show still had a lot of regulars and likely would've been a losing proposition in a sixth season, when the demo average certainly would've dropped below 2.0. Grade: D.

Here's the now updated War of 18-49 post for Brothers & Sisters.

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