Sony Pixel Power calrec Sony

MBPT Spotlight: Women the Demo Key Factor in Determining Which Shows Will Live Next Season

01/05/2015

While more media agencies are doing some deals based on 25-54 broadcast primetime ratings, the 18-49 demo is still the holy grail for marketers. And since primetime is watched by more women than men, women 18-49 viewers wield a little bit more influence when it comes to determining the fate of shows.

An examination of Nielsen ratings data shows that there is a significant correlation to broadcast shows survival and their level of women 18-49 viewership.

Most recent case in point - ABC's cancellation of drama Revenge after four seasons. Last season, Revenge averaged a 2.2 demo rating among women 18-49. This season it fell to 1.5.

A look at the cancellations of new broadcast network shows earlier in this current season also illustrates how most of those series never caught on with female 18-49 viewers. Those shows and their female 18-49 rating when they were taken off the air: Mulaney, Fox (0.7); Utopia, Fox (0.8); A to Z, NBC (1.0); Bad Judge, NBC (1.0); Constantine, NBC (1.0); Red Band Society, Fox (1.2); Manhattan Love Story, ABC (1.3); and Selfie, ABC (1.4).

To that list you can add new series that have struggled to get viewers this season and are longshots at being renewed like Weird Loners on Fox with a women 18-49 rating of 0.7; American Oddessey, NBC (0.8); The Slap, NBC (1.0); Allegience, NBC (1.0); Gracepoint, Fox (1.0); Backstrom, Fox (1.1); Forever, ABC (1.2); and Cristela, ABC (1.2).

Last season a bunch of new series that were cancelled also failed to draw significant women 18-49 viewers. Among them: Enlisted, Fox (0.7); Killer Women, ABC (0.9); Mind Games, ABC (0.9); Rake, Fox (1.0); Welcome to the Family, NBC (1.1); Lucky 7, ABC (1.1); Once Upon a Time in Wonderland, ABC (1.2); Dracula, NBC (1.2); Sean Saves the World, NBC (1.3); Surviving Jack, Fox (1.3); Trophy Wife, ABC (1.3); Ironside, NBC (1.4); Michael J. Fox Show, NBC (1.4); and Intelligence, CBS (1.4).

This season, much like Revenge, which took a precipitous drop in women 18-49 viewers, Fox's The Following is also following in a similar path. Last season the Fox drama averaged a 1.8 rating among women 18-49. This season the demo rating is down to a 1.2. Once Fox's most-watched drama, The Following doesn't appear to have much of a future on the network.

To be fair to Revenge, last season it aired on Sunday night at 9, leading out of ABC's Once Upon a Time, which has a solid women 18-49 demo rating of 2.7. So yes, lead-ins do matter.

The same can be said for CBS drama series NCIS: Los Angeles, which the network moved to a new night and time period this season. Last season NCIS: Los Angeles, leading out of NCIS, averaged a 2.4 in the women 18-49 demo. That was helped in large part by the NCIS women 18-49 demo rating of 2.7. This season, NCIS: Los Angeles is averaging a 1.8, even though its new lead-in Scorpion is averaging a 2.2 in the female demo.

Other broadcast primetime series that have taken big dips in their women 18-49 demo ratings this season are ABC dramas Resurrection and Castle, NBC's About a Boy and Fox drama Sleepy Hollow.

Resurrection hit the ground running after premiering last spring and ended its first season averaging a 3.2 demo rating among women 18-49. However this season, before finishing its run, the series averaged just a 1.6 rating. Castle, which still has Dancing with the Stars and The Bachelor as its lead-ins during different portions of the season, has dipped among women 18-49 from a 2.4 to a 1.9. About a Boy was leading out of NBC's The Voice on Tuesday night last season and averaged a 2.5 among women 18-49. This season without The Voice lead-in, About a Boy fell to a 1.3 rating in the female demo. Sleepy Hollow was considered to be a freshman series hit for Fox last season and averaged a 2.2 in the women 18-49 demo, but this season it fell to a 1.4.

So what are the most-watched new series this season in broadcast primetime among women 18-49? They are also among the most-watched TV series among all primetime shows. Fox's Empire, which just completed its limited first season run, averaged a non-sports-programming, broadcast-leading 6.3 rating among women 18-49. How to Get Away with Murder on ABC, which also just completed its first season, averaged a 3.4 rating in the demo and that was seventh best among all broadcast entertainment shows. ABC sitcom Black-ish is averaging a 2.7 rating in the female demo, CBS sitcom The Odd Couple is averaging a 2.6, CBS drama Scorpion a 2.2 and ABC drama Secrets and Lies, a 2.0.

What those numbers show is that if women 18-49 are watching in large numbers, a new show has a solid chance to not only succeed, but to be among the most viewed shows on television. If not, that shows chances are greatly diminished.

Among all primetime shows, dramas and comedies, this season, in second place behind Empire among women 18-49 is ABC's Scandal, which is averaging a 4.5 in the demo. Next is CBS sitcom The Big Bang Theory (4.2); the Monday edition of The Voice (4.1) and Tuesday edition of The Voice (3.9); ABC's The Bachelor (3.5); ABC drama Grey's Anatomy (3.5); ABC sitcom Modern Family (3.4); ABC's Dancing with the Stars (2.9); and ABC drama Once Upon a Time (2.9), which actually increased its rating in the female demo this season.

Other dramas that draw well among the women 18-49 demo include Criminal Minds on CBS (2.7); NBC's The Blacklist (2.6); and CBS's NCIS and NCIS: New Orleans (both with a 2.4). NBC drama Chicago Fire is averaging a 2.1 in the demo.

Also pulling in a sizable women 18-49 audience is CBS reality series Survivor, which is averaging a 2.6 demo rating.

On the comedy side, other Top 10 shows among women 18-49 include ABC sitcom The Goldbergs (2.5); CBS comedy Two and a Half Men (2.4), which recently aired its series finale; ABC comedy The Middle (2.4); and CBS comedies Mike & Molly and
LINK: http://www.broadcastingcable.com/news/programming/mbpt-spotlight-women...
See more stories from bandc

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

15/05/2026

Seattle Sounders FC and Reign FC Announce Seattle Soccer Celebration at Waterfront Park

Seattle Sounders FC and Seattle Reign FC, in partnership with RAVE Foundation an...

15/05/2026

How Sound Designer Dan Brumm Built Blueys Audio World with Sennheiser and Neumann

Dan Brumm has served as sound designer on Bluey, the Australian children's t...

15/05/2026

Applications Close May 31 for Mark Brunner Professional Audio Scholarship

The Professional Audio Manufacturers Alliance (PAMA) and Shure Incorporated are accepting applications for the 6th annual Mark Brunner Professional Audio Schola...

15/05/2026

Netflix Expands NFL Coverage With Additional Games Starting in 2026

Netflix has announced an expanded NFL schedule for 2026 and beyond under a four-year partnership extension with the NFL through the 2029-30 season. Each season,...

15/05/2026

Ateme Supports TVRIs SRT-Based Live Sports Contribution and Distribution Workflow

Ateme is supporting TVRI (Televisi Republik Indonesia) with a contribution and d...

15/05/2026

Concacaf Launches New Website and Mobile App Powered by Deltatre

Concacaf has announced the launch of a new website and mobile app built on Deltatre's FORGE platform. Concacaf.com and the mobile app, available on iOS and ...

15/05/2026

Qatar Media Corporation Launches QBC Business Channel in 4K via Eutelsat

Eutelsat has announced the launch of QBC Business Economic Channel by Qatar Media Corporation, broadcasting in 4K/UHD via Eutelsat's 7/8 West video neighbo...

15/05/2026

Amazon to Serve as Exclusive Launch Home of MLS Original Series Cup Dreams on May 14

Major League Soccer has announced four original content series timed to the 2026...

15/05/2026

AIMS to Focus on IPMX Education at InfoComm 2026

The Alliance for IP Media Solutions (AIMS) has announced it will exhibit and present at InfoComm 2026, taking place June 13-19 at the Las Vegas Convention Cente...

15/05/2026

InfoComm 2026To Feature Sports, Broadcast, and Live Event Technologies

InfoComm 2026 will take place June 13-19 (exhibits June 17-19) at the Las Vegas Convention Center. The show will include sessions and exhibits covering broadcas...

15/05/2026

Tracy McGradys Ones Basketball League Signs First Streaming Agreement with Fubo Sports Network

Tracy McGrady's Ones Basketball League (OBL) and FuboTV Inc. have announced ...

15/05/2026

Disguise and Creative Technology Return for Eighth Year at Eurovision Song Contest 2026

Disguise has partnered with Creative Technology (CT) to deliver visual playback ...

15/05/2026

Sony Announces Alpha 7R VI Camera and FE 100-400mm F4.5 GM OSS Lens

Sony Electronics has announced two new products for professional imaging: the Alpha 7R VI full-frame mirrorless camera and the FE 100-400mm F4.5 GM OSS super-te...

15/05/2026

SVG GameDay, Ep. 15: New Jersey Devils Joe Kuchie - Growing the Game in the Garden State

In-venue and creative video staffers at the professional and collegiate level ha...

15/05/2026

Ratings Roundup: ESPN Secures Top Viewed Second Round Game 4 of Stanley Cup on Cable; NBA Draft Lottery Viewership Up 23%

Ratings Roundup is a rundown of recent rating news and is derived from press rel...

15/05/2026

The Future of Sports Analytics: Building Trust and Intelligence With SmerSports and Cisco

For sports organizations, the most valuable assets are often the most sensitive:...

15/05/2026

NFL Broadcast Schedule Roundup: Breaking Down CBS, ESPN, FOX, NBC, Netflix, and Prime Lineups

The NFL's broadcast partners released their 2026 regular season schedules ye...

15/05/2026

Netflix Steps Into the Cage for First MMA Production With Rousey-Carano Showdown at Intuit Dome

When MMA icons Ronda Rousey and Gina Carano meet inside the Hexagon at Intuit Do...

15/05/2026

Dustin Hoffman and Leo Woodall Bring the Noise in Daniel Roher's Tuner

Daniel Roher attends the Tuner Premiere during the 2026 Sundance Film Festival at Eccles Theatre on January 22, 2026 in Park City, Utah. (Photo by Neilson Bar...

15/05/2026

And The Winners of the 2026 Spotify Podcast Awards in Mexico Are

Last night, the Spotify Podcast Awards in Mexico returned to the country's capital. Now in its second year, the evening honors creators whose voices are hel...

15/05/2026

Music Expo (San Francisco) becomes MONO Music Conference

Rebranded show announced Ahead of their 2026 return, Music Expo have announced that they have now officially changed their name to the MONO Music Conference...

15/05/2026

Buzzing Bugs Audio Devices introduce the Bolster

Fuzz pedal joins UK companys line-up UK-based pedal makers Buzzing Bugs Audio Devices have recently unveiled their latest creation, the Bolster. Said to pay...

15/05/2026

Joint Statement: News Bargaining Incentive

Joint Statement: News Bargaining Incentive 28 April, 2026 Media releases The vibrancy of Australian democracy relies on the robust and open exchange of new...

15/05/2026

Call it Deltavision, Australia's through to the Grand Final of this year's Eurovision Song Contest!

Call it Deltavision, Australia's through to the Grand Final of this year'...

15/05/2026

Join Calrec at MPTS 2026

Join Calrec at MPTS 2026 | May 13-14 | Stand A40 | Olympia, London We're looking forward to meeting up with customers and partners at this year's Media ...

15/05/2026

CTV's Data Gap Holding Back Bigger Ad Budgets, New Gracenote Research Finds

86% of media planners would move more linear TV budget to CTV if they had show-level targeting and reporting - and 65% would also shift dollars from programmati...

15/05/2026

Scripps Completes Station Swaps with Gray Media

Share Copy link Facebook X Linkedin Bluesky Email...

15/05/2026

Clear-Com Takes Communications Further at InfoComm 2026

Clear-Com will showcase new communications solutions and major platform updates at InfoComm 2026 (Booth N7005), June 17-19, in the North and Central Halls of t...

15/05/2026

Rise AV Launches Second Year of UK Elevate Programme Foll...

Following an outstanding inaugural year in 2025, Rise AV is proud to announce the return of its flagship leadership initiative, Elevate. The programme continues...

15/05/2026

Berklee Announces Lineup for Inaugural AI Music Summit

Berklee Announces Lineup for Inaugural AI Music Summit The three-day event puts musicians at the center of the future of music creation, ethics, and the indus...

15/05/2026

Lightware Highlights Scalable USB-C and AV-over-IP Innova...

Lightware returns to InfoComm 2026 with a focused showcase of scalable USB-C connectivity, next-generation AV-over-IP solutions, and technologies that help over...

15/05/2026

IAB Releases Campaign Data Standards 1.0 for Public Comment

Share Copy link Facebook X Linkedin Bluesky Email...

15/05/2026

ARRI Expands Management Board

Share Copy link Facebook X Linkedin Bluesky Email...

15/05/2026

Gray Media Names Joanie Vasiliadis SVP of Transformation

Share Copy link Facebook X Linkedin Bluesky Email...

15/05/2026

Study: Data and Measurement Problems Reduce CTV Ad Budgets

Share Copy link Facebook X Linkedin Bluesky Email...

15/05/2026

Upfronts: WBD Expands Advanced Ad Capabilities and AI Ad Tech

Share Copy link Facebook X Linkedin Bluesky Email...

15/05/2026

VLAST Powers PLAVEs Asia Tour Encore with AJA Gear

Delivering a live, arena-scale production of a massively popular band is no small feat. Between expansive in-arena LED walls and a global live stream fed to onl...

15/05/2026

Sun Broadcast Futureproofs Dayalbaghs Multimedia Van with...

Connection is the heartbeat of any strong community, and with live streaming becoming more accessible in the modern era, it's much easier for faith-based or...

15/05/2026

Disguise and Creative Technology Power Eurovision for the...

Powered by GX 3 media servers, optimised IP-VFC workflows and on-site engineering expertise, the production delivers high-performance visuals for one of the wor...

15/05/2026

A Mother, Two Daughters and One Big Scandal: Netflix's Crime-Comedy 'Maa Behen' Premieres June 4

Back to All News A Mother, Two Daughters and One Big Scandal: Netflixs Crime-Co...

15/05/2026

Why Trusted Measurement Matters More Than Ever in Retail Media

Against that backdrop, IAB UK has added retail media to its Gold Standard. Jan Pitt, Commercial Director at ABC, spoke with Liv McCullagh, Retail Media Lead at ...

15/05/2026

RT's statement on Derek Mooney's Earnings for the Years 2020-2023

Further to RT 's statement released yesterday and in the interest of full transparency, with the full permission of Derek Mooney, we are now publishing the ...

14/05/2026

Sweetwater and Airstream Unveil Mobile Dolby Atmos Recording Studio

Sweetwater and Airstream have announced a custom-built Dolby Atmos mobile recording studio inside an Airstream trailer, set to tour music festivals, schools, tr...

14/05/2026

American Association of Professional Baseball Expands Broadcast Distribution for 2026 Season

The American Association of Professional Baseball (AAPB) has announced a new par...

14/05/2026

ESPN to Establish Week-Long Super Bowl LXI Broadcast Center on Santa Monica Beach

ESPN has announced plans to transform Santa Monica Beach into a broadcast hub du...

14/05/2026

Amagi Announces Major Upgrade to CLOUDPORT Cloud Broadcast Platform

Amagi has announced a significant update to Amagi CLOUDPORT, its cloud-based broadcast playout platform. The update includes 250-plus features shipped in FY25-2...