Monday, February 18, 2013

First/Last Two Weeks, Do No Harm

We now live in a world in which a broadcast scripted show can premiere below a 1.0 in the demo. Do No Harm began its run with a new lowest big four scripted in-season premiere ever, hitting just a 0.9 demo. (Of note is that last year's NBC comedy Bent also averaged a 0.9 in its one-hour premiere, but that was treated as two separate episodes... so its "premiere" was officially credited as a 1.0.) That was less than half of its lead-in's rating (The Office), and it dropped from 1.0 to 0.8 at the halfway mark, as if that were somehow meaningful at these levels. Dead on arrival.

It got even worse in week two as failing comedy 1600 Penn became the new lead-in for Do No Harm. Penn managed just a 1.1 demo, and DNH dropped 22% to a 0.7.

And that was all she wrote. As I said after the week two rating came in, Do No Harm was at "repeat of anything" levels, and apparently NBC recognized that too. The show was pulled in favor of Law and Order: SVU repeats. And that show instantly provided at least a little improvement (back to a 0.9 last week).  Trust me! I was going to say Cancel!

"First Two Weeks" is my look at... the first two weeks of a new scripted broadcast show's ratings. I also line up all of the premiere and week two drop numbers together.

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