Friday, February 8, 2013

War of 18-49 Update, America's Next Top Model (Fall 2012)

Let's take a look at the 2012 season (the nineteenth overall) of America's Next Top Model on the CW.

TimeslotLo AvgHi y2yA18-49+Results
Friday 8:000.4 0.510.6 -40%23* detail

*- 2012-13 A18-49+ based on the season-to-date league average; will update at season's end based on final league average

Rating the Ratings: America's Next Top Model had been one of the fastest-fading shows on TV for the last couple years, and its move to Friday initially looked like the coup de grace; it began with just 1.09 million viewers and a 0.4 demo on August 24, down more than half from fall 2011's already terrible 0.9 premiere! But it didn't stay quite so hideous; in week three it spiked to 0.6 against a Stand Up to Cancer simulcast on the big four, and it was able to keep most of that audience even as the competition ramped up in subsequent weeks. As the CW's fall schedule came into focus, it was clear their were massive struggles going on with Monday and Tuesday, and suddenly Top Model had found its way back in contention (eventually scoring another season in the summer). In the end, the season was down another 40%, but that's actually pretty close to a standard drop in a Friday move. For a show that had been regularly dropping over a third on normal nights, it wasn't the worst thing in the world. Grade: C-.

Here's the now updated War of 18-49 post for America's Next Top Model.

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