Times are very rough for networks right now. Ever since scripted shows returned from the strike-induced hiatus, ratings are way down. Many programs are hitting not only season but series lows. While this is bad news for an ABC, CBS, NBC, or FOX, it’s devastating for The CW. This is a network already having major cash flow problems, and many aren’t sure how much longer they can survive.
An interesting issue was raised in an analysis over the ratings declines. Are people still watching these shows, but they’re not watching live? Supernatural is a decent case study on how declining ratings on a struggling network don't necessarily mean that fewer people are watching the show. Look at the history of their Nielsen ratings in the first three seasons. Back in season one, with heavy promotion and buzz, Supernatural started off on The WB with 5.6 million viewers. The top-rated episode of the season was 5.8 million viewers, but somewhere in the middle of season one the show was moved to the impossible timeslot of Thursdays at 9pm from Tuesdays, and ratings at the end of that season sank to 4 million.
The WB folded, and thus started the new era on The CW. The first season of The CW was rough, for many viewers didn’t know it existed and it didn’t have full coverage in all markets. They also didn’t have much money for promotion of their shows or their network in general. As a result, the shows brought over from The WB and UPN saw big ratings declines. Supernatural in season two started off at under 4 million, and ended the season at 2.7 million. The third season ratings started around 3 million, and recently, after coming back from the strike induced hiatus, hit a series low with “Ghostfacers” at only 2.2 million viewers. That would be troubling, except all CW shows are showing declines of twenty percent or more.
While it seems like a typical ratings decline, it wasn’t until this season that DVR numbers were tracked. Many CW shows saw increases of twenty percent or more when DVR numbers were factored. On top of that, many of their episodes were big sellers on iTunes and shows like Smallville and Supernatural did well with DVD sales. The conclusion was a lot of Supernatural fans didn’t go away, they just weren’t watching live anymore, because of the heavy competition from other networks (including cable) and changing viewing habits.
Article comments
1 - Crogos
I totally agree. Today people are just running all over the place at all times and hours of the day. As much as I would love to have appointment television, the fact is I simply cannot. Supernatural is a show with a substantial mytharc, and is not easy to get involved in after 3 seasons of story. You hit just about every nail on the head in your article. I would just like to add that if the networks do decide to stream online, could you at least make it available to those in Canada? I know the CW puts the episodes on their site to stream, but I can't catch them north of the boarder.
2 - Sharon
I agree with everything you've said... I got into SPN through my American friends (I'm in the UK) and rented out the first season and got hooked! I've now bought the first two seasons to own, and waiting for the rest of the season to air over here later in the month...
Making the show accessible to more people is the best way of getting viewing figures up AND allowing new fans to get into it.
3 - Ann Byassee
I think this is an idea with great potential. Thank you for bringing it to my attention. I have signed and will certainly encourage fellow Supernatural fans to do so. New people join the fandom all the time and it doesn't take much to get new viewers hooked. This could be a wonderful opportunity to bring in new fans.
4 - Ayame
I totally agree. If Supernatural could be streamed online, then it would help the CW with their ratings and it would show people who've heard of it and always wanted to see it a chance to indulge (if they wish to do so).
I got one think that this is a great idea.
5 - LindsayW
Thank YOU, Alice, for so cohesively putting this together from the start. We are happy to promote this and I know we will reach our signature goal!
6 - Kyle Burnett
Yes! More people need to get into the show, online streaming and all episodes on demand!
Also, showing a marathon of every episode on TV would be good.
7 - Andre Parsons
Go to in2streams.com its a monthly cost of like $20 but you get hundreds of different shows and they usually have the new episodes a day or 2 after it airs
8 - Alice Jester
I did some quick checking into in2streams.com and a few comments about this site on various forums haven't been too favorable. It seems suspicious at best, and there are many warnings out there questioning its legitmacy. They use paypal for payment, and that's usually a red flag to me right there. I won't discourage people to check it out without knowing more, but beware.
9 - Alex
in2streams is not exactly legal but I can confirm it is lagit. lots are poor quality but watchable.