Friday, January 24, 2014

War of 18-49 Update, America's Next Top Model (Fall 2013)

Let's take a look at the fall 2013 season (the twentieth overall) of America's Next Top Model on the CW.

TimeslotLo AvgHi y2yA18-49+ LabelResults
Friday 8:000.2 0.440.6 -14%23*solid(CWFri) detail

*- For this winter's War of 18-49 updates, the A18-49+ is based on a projected league average, calculated by applying the league average's current year-to-year trend (thru 1/12/14) to the final 2012-13 average. This should help make these numbers compare more fairly with fall seasons past.

Rating the Ratings: Top Model finally ended an unbelievable run of four straight seasons with at least 35% year-to-year slippage, dropping just 14% in its second Friday campaign. As last year, it opened in the middle of the summer, and this time more promisingly; the 0.6 demo was up from last year's 0.4. But it didn't rally significantly as the viewing levels increased through the fall, settling at a 0.4 to 0.5 for every post-premiere week except one (a bizarre 0.2 on August 23). As the CW is still doing this kind of number or worse in some weeknight slots, this was good enough for another season, and reportedly it'll again air at least partly in the summer.  Grade: C+.

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

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