Believe it or not, many CW shows have been getting a good audience, but it’s in a way the network doesn’t want to see. The primary target demographic for the CW is the 18 to 34 age range. In the advent of DVRs, online streaming, and iTunes, this age group doesn’t turn on the TV at the scheduled times and instead watches their shows when they want at the click of a button. CW shows usually rank higher in DVR time shifted percentages and iTunes downloads. That’s great for the shows, but bad for networks that want to attract advertisers.
Despite all the efforts to build up the new shows, the top three rated scripted shows are Smallville, Supernatural, and One Tree Hill, all leftovers from the WB. Smallville is in its seventh season and creatively is in decline, and many are surprised One Tree Hill has made it this long, thanks to a season five creative surge. Of all the existing scripted shows, only Supernatural and Gossip Girl seem to be shows that can bring the network steady viewers beyond the next season. Supernatural is a weird fit for the CW, and it often is perceived not to get a lot of support from the top ranking people at the network. For one, their viewing audience skews higher, more in the 18 to 49 range, which isn’t as appealing to advertisers. The show also airs on Thursdays at 9 p.m., going against shows like Grey’s Anatomy, CSI, The Office, and for right now, Lost. To a show trying to find an audience, that slot is often labeled the “time slot of death”.
However, despite its network, the show thrives. Supernatural pulls in a consistent three million viewers every new episode, and around two million with repeats. The numbers for their repeats beat many of the existing CW shows first run numbers. All this happens in the so called “time slot of death”. Three million once upon a time at the WB would have gotten the show canceled, but at the CW, it’s a bona fide hit. Supernatural also does very well for Warner Brothers television, who owns the show. It’s proving to be very popular Internationally and is syndicated right now in almost fifty countries. In many of those markets it gets consistently good ratings. For example, Supernatural is one of the top shows in Russia right now, where unofficial reports have the ratings there higher than the US. It’s also a big hit in many Asian countries and Australia, and does well in bigger countries like Germany, Italy, and England. The DVD sales have been strong, as well as the iTunes downloads.
Article comments
— go to most recent comments1 - ami
Wow what wonderful and intelligent report. It is mind boggling how this show isn't more well known and they have to fight so hard to continue? But people like you and those wonderful online communities I love so thanks.
2 - Stephanie
Hi! I'm a huge Supernatural fan, have been since the beginning, and I found your article very interesting and very true. Thanks for writing this, maybe some other people will be more interrested in giving this wonderful show a try after reading what you had to say. Now that the writer's strike is over, the show is now on hiatus until April 3rd, where we will have reruns and then NEW episodes starting April 24th. And great news, the cw announced that Supernatural is being picked up for a 4th season next Fall.
3 - ML
Wonderful overview and analysis of Supernatural's appeal and longevity against all odds. This was great to read. I'm not one who thinks the CW hates the show, as some fans seem to, but I do wish they would recognize more the diamond in the rough they have on their hands. Though as you said, with the money they have there's only so much they can do. But with fans like these, who needs paid-for promotion? :)
4 - Bardicvoice
Welcome to the Supernatural fold, Alice, and thanks for a beautifully written and well-reasoned article!
I have persuaded friends at work to sample Supernatural, and most of them have loved it. But when I first told them about it, their usual response ran, "Supernatural? Never heard of it. When's it on? The CW? I don't think I get that channel ... what is it?" It really is the best show that people aren't watching, mostly because they simply don't know it's out there. I'm happy to find another voice crying out in the wilderness!
5 - Michelle
Well, thank you for this. Very articulate, and I'm always grateful whenever I see that the show has pulled in another fan. I only wish everyone took an hour out of their lives to watch and appreciate Supernatural. Thank you for bringing our show some recognition.
6 - Heather
GREAT article.
You just reiterate what us loyal Supernatural fans have felt since day one. Supernatural is The CW's gem that is caught in the time slot from hell. If it wasn't for that, I bet the numbers would be a lot more then 3 million.
7 - MCM
Ms. Jester, thank you for a most insightful writeup of what I (and many others, as you know) deem the best show on television today. You very eloquently encapsulated the essence of not only the show itself, but also that of its devoted fans. Cheers to you!
8 - laiivine
Thank you for writing about Supernatural. I have loved the show since 2005, and it always brings a smile to my face when I hear about someone discovering it. It's quite a thrill to find a show you can love - regardless of what network it's on - and I think some of that stigma of CW has kept people from trying (and I think inevitably loving) Supernatural.
9 - Kam
THANK YOU. This is not only the first truthful assessment I've seen in a long while, but you've got the demographics right! Most of the viewers are older. Eye candy aside (and yes...the eye candy!) the storyline itself is something I think older viewers can relate to more so than the target-market teens, and the demographics show it. This is intelligent viewing, and when the series starts to stray from that, the fans are quick to let TPTB know that's not the way to go. It's a shame that more people don't know of Supernatural, but I'm delighted that it pulls the numbers, that it's back for a 4th season, and that the fans are passionate enough to show their love and not shy away from it. And I'm delighted that the network sees the gem for what it is, and is holding on to it.
Thank you!
10 - Della
Thanks a lot for your writing. Yes, it's the best show I ever knew because it teaches me how to watch and appreciate the acting skills in tv shows and movies apart from the beautiful faces in there. And the most important thing is, I feel very special to be as one of the fans since the first episode just because there are still a lot of people out there who didn't know about this awesome show. Hope your writing will help us a lot. I love this show and I'm pretty sure it will end like the writer want it to end but it will be more meaningful if it ends with recognition and good testimonials from millions more people.
Once again, thank you.
11 - cassopeia
I discovered Supernatural last december on the web. The first episode I watched was "All Hell Breaks Loose Part Two". I mean how can you not get interested in the show after this great episode? Since than I bought the dvds for both seasons and managed to pass the Supernatural virus to several of my friends. I think they should air the ITV SN "Sexy just got scary" trailer to attract more people.
12 - Keri
This is if not the best then one of the best reviews of Supernatural I have ever read. It explains everything to a T. It's people like you who sit down and type these out that snags the attention of those who might pass our show by.
13 - ebungar
Great article. Nice to see my favorite show getting some well-deserved praise. I feel like the writing, acting, AND directing is some of the best on television. For those interested in checking out the show, you will be happy to hear it will be back for a fourth season - so jump on the band wagon. You'll love the ride!!
14 - christina morejon
Thank you for writing such a well thought out piece on Supernatural. It really is the best show out there. I only turn on the tv on thursday nights. The stigma of the crappy CW network really turns a lot of people off. I think if they gave the show a chance, it would become a bonafide hit. Also if the execs realized what a gem they have, it would be more heavily promoted. I know the writers and producers and actors give 150% and it really shows. I adore Supernatural and try to promote it whenever possible. :-)
15 - Sam
I'm going to keep it short and simple.
Great article!
16 - Sammi
Your article is so true, SPN is amazing! Also Jared and Jensen do have amazing chemistry, the best on tv! I have been a die-hard Supernatural fan since the Pilot so I really appreciate you writing such a great article about it! also it's nice to see that even after almost 3 seasons it still is attracting new viewers! I'm looking forward to the new eps this season and then SEASON 4!!
17 - Siara
Lovely article. Welcome to the Supernatural fandom. We're a little rabid and more than a little crazy, but we're dedicated and tough. We fight for the show we love, and it's worth it.
:)
18 - Taynna
Welcome to the party! Don't worry about arriving late, I think there's plenty of fun left to be had with our boys. ;)
19 - Schuyler
Wow, what a wonderfully written and beautiful article. It's great to see someone realizing what a great show supernatural is. Everything you said about why it doesn't have as many viewers as it should is so true. And I happen to be one of those very loyal watchers who never misses an episode. Thank you so much for giving supernatural the recognition is deserves.
20 - CarolAnnly
Thanks, AJ, for telling it like it is. Despite its timeslot from Hell, this series has become an amazing phenomenom. And rightly so... You
can't beat the dynamic between the two Winchester brothers. And the scares are just an added bonus. It's all good.
21 - Zenny
Everything in this article is sooooo true!! I love this article thank you thank you for writing it!!! I wish the CW would get its head out of its a$$ and listen to us fans!!!
22 - Melanie
Lovely and insightful article. TV has gotten very complicated, hasn't it??
I came to Supernatural the old fashioned way -- from advertisements on another show I watched (Smallville). It was actually through Supernatural that I found the on-line community.
I'm so pleased that the show has already been renewed for season 4 -- frees up my spring -- no save the show fan campaign needed! LOL ;)
23 - AMANPREET DHALIWAL
OMG...AWESOME REPORT LOVED IT. IT WAS REALLY WELL WRITTEN AND I'M SURE ALL THE FANS APPRECIATE IT THANKS A LOT FOR POSTING THIS TKAE CARE
24 - Elisabeth
Your article is the show in a nutshell. I have seasons one and two on dvd and they're constantly being pulled out for viewing by my friends. It's an intelligent show that rewards its viewers with a good story and satisfying conclusions to story arcs.
25 - dj
This is a great article, and so very true. I would never have ended up watching if not for my college-age daughter who had found the show and kept insisting I would like it. I started watching with her during the second season, then went back and watched the first season, and I'm just as hooked as a catfish on a worm. I think this show is, hands down, the best thing on TV, on any network. I obviously don't fit the CW's darling demographic, either. They just can't seem to figure out that it's not smart to put all your eggs in one basket, or try to make all their shows full of teenage soap. The viewers are just so much smarter than that.