Friday, August 10, 2012

War of 18-49 Update, The Bachelor (Winter 2012)

Let's take a look at the Winter 2012 season (the sixteenth overall) of The Bachelor on ABC.

TimeslotLo AvgHi y2yA18-49+ LabelResults
Monday 8:002.2 2.573.3 -21%109solid detail

Rating the Ratings: The latest winter season of The Bachelor was another pretty rough one, dropping by around 20% for the second straight season. One thing we have to take into account was the arrival of The Voice starting in week six of this Bachelor season; it's likely the show would've picked up a little more steam in the second half of the season without having to face that show at its strongest-ever levels. From an A18-49+ standpoint, the show is still stronger in the landscape than it was toward the end of its downturn in the mid-aughts. However, even in the first month pre-Voice the show was usually down in the upper-teens year-to-year. And it's hard to forgive a season finale night that was down more than 30%. Grade: C-.

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

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