Not a surprise, no, but it does imply that viewers are not (by and large) reacting to the lack of scripted programming by turning off their TV sets.
The purpose of all TV programming is to, (as one of my professors put it so delicately) "fill the space between Lexus commercials." As long as advertisers get the eyeballs they're paying the networks for, they're happy. And if they're happy, the networks are happy.
Now, if a lack of scripted programming had caused rating to plummet year to year (and that's the number to look at, not necessarily the "versus other programming in the timeslot" information) advertisers would demand even more reimbursement than they already have, the networks would be hurting, and the writers would be able to point and say, "See, you don't need just anything. You need US."
Note that everyone fully expects FOX to make an absolute ratings killing when American Idol comes back in a few weeks. But, it's hoped that might motivate a network like CBS, whose bread and butter are the scripted CSI franchise shows and other procedurals, to seek an end to the strike to get their shows back on the air to compete. Given though that at this point they'd still be looking at a significant gap before they could get their shows back on the air, I don't know how effective that's going to be.
So no, I don't think anyone at 3rd and Fairfax is jumping up and down in glee at the new reality show ratings, but I don't think they're surprised either.
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timeasmymeasure
no subject
Date: 2008-01-10 06:57 am (UTC)The purpose of all TV programming is to, (as one of my professors put it so delicately) "fill the space between Lexus commercials." As long as advertisers get the eyeballs they're paying the networks for, they're happy. And if they're happy, the networks are happy.
Now, if a lack of scripted programming had caused rating to plummet year to year (and that's the number to look at, not necessarily the "versus other programming in the timeslot" information) advertisers would demand even more reimbursement than they already have, the networks would be hurting, and the writers would be able to point and say, "See, you don't need just anything. You need US."
Note that everyone fully expects FOX to make an absolute ratings killing when American Idol comes back in a few weeks. But, it's hoped that might motivate a network like CBS, whose bread and butter are the scripted CSI franchise shows and other procedurals, to seek an end to the strike to get their shows back on the air to compete. Given though that at this point they'd still be looking at a significant gap before they could get their shows back on the air, I don't know how effective that's going to be.
So no, I don't think anyone at 3rd and Fairfax is jumping up and down in glee at the new reality show ratings, but I don't think they're surprised either.