‘Everwood’ sapping WB’s Thursday
Losing half of surging 'Smallville's' 18-34s
October 28, 2005
Smallville has worked extremely well for the WB on Thursday nights, but lead-out Everwood has not.
Last night Everwood averaged a 1.5 Nielsen overnight rating among viewers 18-34, down 52 percent from its lead-in, Smallville, with a 3.1. The show has consistently been losing about half of its lead-in.
Though it’s not its target audience, among 18-49s last night, Everwood matched a season low with a 1.4 rating.
One big problem is that Smallville and Everwood do not share the same audience. Smallville skews male while Everwood skews heavily female. Last night Smallville averaged a 3.4 in 18-34 men and Everwood averaged a 1.0, half its women 18-34 average.
With huge dropoffs coming in each of the five weeks the shows have aired, the WB has to be rethinking the 9 p.m. slot. How long will it allow the show, which did decently last year in the Monday 9 p.m. slot, to compete head-to-head against the likes of CBS’s CSI and NBC’s The Apprentice?
A safer bet may be to move Everwood back to Mondays, where Related recently began airing, and move that low-rated show to Sundays with female-friendly Charmed.
Meanwhile, for the night, CBS finished first among 18-49s on night heavy with reruns, averaging a 6.9 rating and an 18 share. NBC was second at 3.9/10, ABC third at 2.1/6, Fox and the WB tied for fourth at 2.0/5, and UPN sixth at 1.4/4.
CBS swept the night in the demo, stating with a 6.1 average during the 8 p.m. hour for Survivor: Guatemala. NBC and the WB tied for second that hour at 2.6, NBC for repeats of Joey (2.4) and Will & Grace (2.7) and WB for Smallville. UPN’s Everybody Hates Chris finished fourth in the 8-8:30 timeslot with a 2.1 rating, even with last week, but the network was hurt for the entire hour by Love, Inc., which lost 33 percent of Chris’ audience.
At 9 p.m. CBS led with a 7.8 average for a repeat of CSI. NBC was second that hour with a 4.9 for The Apprentice and Fox third with a 2.3 average for the second half of the movie Maid in Manhattan, which aired where Game Five of the World Series would have, had it been necessary.
CBS completed the sweep at 10 p.m. with a 6.7 average for Without a Trace. NBC was second with a 4.2 for a repeat of ER and ABC third with a 2.2 for Primetime.
CBS also led the night among households, averaging a 13.2 rating and a 21 share. NBC was second at 6.1/10, ABC third at 3.9/6, Fox fourth at 3.3/5, the WB fifth at 3.0/5 and UPN sixth at 2.2/3.
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