Thursday, February 5, 2015

War of 18-49 Update, Parenthood (2014-15)

Let's take a look at the 2014-15 season (the sixth and final overall) of Parenthood on NBC.

Timeslot Lo Avg Hi y2y A18-49+ Label y2y Results
Thursday 10:001.0 1.291.7 +2%77*marginal +14% 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: After struggling in its move to Thursday last season, the final season of Parenthood brought some redemption, riding a 1.7 finale to a season of raw numbers growth. That 1.7 was the show's biggest rating in its two Thursday seasons. Aside from some final season heat, this season also benefited artificially from a shorter order that was better-placed calendar-wise; just comparing the 12 pre-finale episodes with the first 12 of last season, it was down 3%. However, it didn't get any help timeslot-wise; lead-in A to Z was a complete non-entity, and ABC actually got even stronger with the introduction of How to Get Away with Murder. I think the show overachieved somewhat, though perhaps not as much as it may appear from the raw year-to-year comparison. Grade: B+.

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

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