Friday, June 14, 2013

War of 18-49 Update, Army Wives (2012-13)

Let's take a look at the 2012-13 season (the seventh overall) of Army Wives on Lifetime.

TimeslotLo AvgHi y2yA18-49+Results
Sunday 9:000.7 0.780.9 -21%37

Rating the Ratings: Not surprisingly, Army Wives took a noticeable year-to-year stumble in the first season of its nearly full-fledged cast revamp. It could've been worse than -21%, but it definitely could've been better. The show premiered at 0.8 and appeared to be catching on to some degree around the halfway point, hitting three 0.9's in a row, but then it dropped to 0.7 for three of the last four eps. By season's end, it was slightly outrating its lead-out The Client List, which was much hotter at the beginning of the season. Once again, Army Wives heads into hiatus with uncertainty about its fate, but it should return if the new cast made the costs reasonable enough. Grade: C-.

Here's the now updated War of 18-49 post for Army Wives.

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