Tuesday, February 3, 2015

War of 18-49 Update, The Biggest Loser (2014-15)

Let's take a look at the 2014-15 season (the sixteenth overall) of The Biggest Loser on NBC.

Timeslot Lo Avg Hi y2y A18-49+ Label y2y Results
Thursday 8:000.9 1.241.6 -36%74*marginal -28%* 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 1/18/15) to the final 2013-14 average. This should help make these numbers compare more fairly with fall seasons past.

Rating the Ratings: Over the last decade of mostly darkness, NBC has always been able to count on The Biggest Loser. But even TBL couldn't handle the black hole that has become NBC Thursday, dropping over a third in its move from Tuesday. It was an improvement on the last couple years of soft-rated comedies in the hour, but probably not by as much as the network was hoping. A two-week head start on the regular season competition didn't really help; even the premiere's 1.6 was down 30% year-to-year. From there, it was a very consistent run of low 1's, only interrupted by even uglier 0.9's for airings in late December and on January 1. If the situation were the same, a 36% drop would be in F territory, but I can't go quite that low because I think this was definitely a harder scenario than last fall alongside The Voice. Still, I predicted it to go -25% before the season and I thought I was being harsh, so this is a pretty big disappointment.  Grade: D.

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

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