Friday, September 16, 2011

War of 18-49 Update, America's Got Talent (summer 2011)

Let's take a look at the summer 2011 season (the sixth overall) of America's Got Talent on NBC.

Summer 2011 Tuesday adults 18-49 low/average/high: 2.8/3.48/4.6
Summer 2011 Wednesday adults 18-49 low/average/high: 2.5/3.17/4.1

Rating the Ratings: The overall verdict on this season of Got Talent has got to be positive, since it finished up by 7% overall including +9% on Tuesday and +4% on Wednesday. Like Big Brother, which I looked at earlier today, it marked a third straight season of overall growth. However, it was a bit of a roller coaster ride when you look at the individual data points. The first half of the season was huge; the May 31 premiere (4.3) was the largest in four years. The show actually broke a 4.0 on four occasions in the first half of the season (something it had never done in the previous three seasons), including tying a series high with a 4.6 on July 5. But then the second half of the season saw the show fizzle toward rather typical Got Talent late-season levels. The aforementioned 4.6 on a Tuesday had become a 2.8 just six weeks later. The Wednesday high, a 4.1 on June 29, was a 2.5 just five weeks later. It makes you wonder if the big hit alongside which it aired early in the summer, The Voice, was sort of a rising tide that lifted all boats. Overall, this show still looks pretty healthy, but it seems possible next summer (when presumably The Voice won't be around) could bring a downturn. Grade: A-.

Here's the now updated War of 18-49 post for America's Got Talent.

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