Wednesday, January 20, 2016

War of 18-49 Update, American Horror Story (2015-16)

Let's take a look at the 2015-16 season (the fifth overall) of American Horror Story on the FX.

TimeslotLo AvgHi y2yA18-49+Results
Wednesday 10:000.9 1.493.0 -22%99* 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 1/3/16) to the final 2014-15 average. This should help make these numbers compare more fairly with fall seasons past.

Rating the Ratings: Ever since season two, American Horror Story has always taken the same kind of trajectory: a huge start, followed by huge post-premiere drops. But for American Horror Story: Hotel, it was pretty ridiculous even by AHS standards. With Lady Gaga joining the cast, the first two weeks' 2.99 and 2.15 were extremely healthy on a year-to-year basis. But it just. Kept. Going. Down. Over half the premiere audience was gone by week five, and it was actually fractional for episodes ten and eleven, meaning it had lost over two-thirds of the premiere audience. The year-to-year trends were -4% and -5% in the first two weeks, hovered in the -20s for most of the mid-section, and got as bad as -42% in the last few eps! The overall number, -22%, is no worse than a league average decline on cable nowadays, but this one was just ridiculously front-loaded. It'll be interesting to see how much of the crowd comes back for next fall. Grade: C.

Here's the now updated War of 18-49 post for American Horror Story.

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