Monday, August 21, 2017

The War of 18-49, Reign

Another Thursday TVD Lead-Out

Period drama Reign stepped into a Thursday 9/8c timeslot after The Vampire Diaries that had seen yearly turnover. It didn't start nearly as well as previous occupant Beauty and the Beast, which had popped to a 1.2 on a simulcast debate night. Instead, Reign managed just a 0.8 for its 10/17/13 premiere, leading out of a 1.3 from TVD. And it appeared to be in real trouble when it fell right to a 0.6 the next week. However, it hovered around 0.6, mixing in a few 0.7's and a few 0.5's, for most of the rest of the season. Though it got softer at the end of the season, with a mix of 0.4's and 0.5's, it still marked a slight improvement on Beauty and the Beast's Plus from the year before. It got renewed, and became the show to snap the long streak of turnover at 9/8c; both TVD and Reign returned to their timeslots for 2014-15.

Unfortunately, it was the softer late spring version of Reign, rather than the fairly decent fall/winter one, that showed up in season two. This time, it hung around 0.4 for most of the season, with the occasional 0.3 or 0.5, before dropping to a consistent 0.3 in the spring. Some of this can be pinned on the TVD lead-in, as that show really kicked into its decline phase this season as well. But it was still clear that Reign had lost any claim as a schedule staple. Fortunately, it was a CBS Studios production, and that meant the studio wanted to keep it alive for awhile longer.

Timeslot Downgrades

To the surprise of some, Reign made it back onto the fall schedule for 2015, albeit downgraded to Friday night. After hitting 0.3ish throughout that run, it took three months off and returned to Mondays in the late spring and early summer with more 0.3ish ratings. Season four didn't premiere till February, once again spilled well into June, and was a steady diet of 0.2's.

Adults 18-49 info by season:

12013-14Thursday 9:000.580.40.8detail
32015-16Fri 8:00, Mon 8:000.29-23%0.20.4detailC
4Spring 2017Friday 9:000.20-32%0.20.2detailC

Historical-adjusted ratings by season:

4Spring 201716flop0.20-19%16161616


The War of 18-49 chronicles the ratings history of veteran primetime series. For more, see the Index.

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