Delayed Viewing Brightens the Outlook for Some TV Series
The biggest takeaway in the television business from the season’s first week is that first impressions of a new show’s success may mean next to nothing now. With about 20 percent of viewers watching episodes of network series on a delayed basis, the initial ratings have to be seasoned with much larger quantities of salt.
In taking stock of the first three nights of premiere week, each of the networks on Monday pointed to bumps in viewership reported by Nielsen based on three days of playback. All of last week’s shows — from Monday through Wednesday night — got updated on Monday, and the results in many cases were eye-popping. NBC, for example, had reason to promote one new drama, “Revolution,” as the season’s first potential breakout hit. The show added 3.7 million viewers (or 41 percent) to its original total and climbed to a 5.2 rating in the 18- to 49-year-old audience that counts most in ad sales, from a promising 3.4 rating. That represented a record-setting jump (for any new series) of 1.74 rating points, or 53 percent. “Revolution” was the biggest gainer, but the general trend was positive across the board, with an average gain of 26 percent in that 18-49 category. That kind of bounce is so significant that at least one network on Monday was contemplating not releasing or commenting on its ratings in the future until the three-day results were released.