Spooked: 'V' takes
post-debut ratings hit
Sci fi show averages a 3.7 in 18-49s, off 26 percent
By Toni Fitzgerald
Nov 11, 2009
"V" no longer stands for victory, as far as the 8 p.m. timeslot is concerned.
ABC's new sci fi drama "V" took a big hit in its second outing, surrendering the timeslot lead to CBS's "NCIS," though still putting up solid numbers.
"V" averaged a 3.7 adults 18-49 rating last night, according to Nielsen overnights, down 26 percent from a 5.0 overnight last week in its premiere.
The show slipped to second in its slot behind NCIS's 4.2, and it tied CBS's "NCIS: Los Angeles" and NBC's "The Biggest Loser" for the No. 2 show on the night.
So why the big decline? It could be a number of things, including viewers tuning out after having their curiosity sated about the much-hyped remake, more people DVRing the show (sci fi dramas like "Fringe" and "Heroes" have a high percentage of DVR playback), or simply the fact that some did not like the show.
A more promising sign for ABC is that the program's numbers held steady from their first half hour to the second, both averaging a 3.7.
Elsewhere last night, "NCIS" was the night's top show in total viewers, averaging 20.2 million, and the CW's "90210" had its second-best rating of the season with a 2.5 in the network's target demo, women 18-34.
In the good news-bad news category, "90210" lead-out "Melrose Place" squandered more than half that lead-in, averaging a mere 1.1 at 9 p.m.
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Meanwhile, CBS finished first for the night among 18-49s with a 3.5 average overnight rating and a 9 share. ABC was second at 3.2/8, NBC third at 3.1/8, Fox fourth at 2.3/6, Univision fifth at 1.4/4 and the CW sixth at 0.9/2.
As a reminder, all ratings are based on live-plus-same-day DVR playback. Seven-day DVR data won’t be available for several weeks. Thirty-three percent of Nielsen households have DVRs.
At 8 p.m. CBS was first with the 4.2 for “NCIS,” followed by ABC with the 3.7 for “V.” NBC was third with a 3.3 for “Loser,” Fox fourth with a 2.3 for “So You Think You Can Dance,” Univision fifth with a 1.4 for “El Nombre del Amor” and CW sixth with a 1.2 for “90210,” matching a season high.
NBC took the lead at 9 p.m. with a 4.1 for more “Loser,” while CBS slipped to second with a 3.7 for “NCIS: LA.” ABC was third with a 3.4 for “Dancing with the Stars,” Fox fourth with a 2.3 for more “Dance,” Univision fifth with a 1.6 for “Sortilegio” and CW sixth with a 0.7 for “Melrose Place.”
CBS regained the lead at 10 p.m. with a 2.7 for “The Good Wife,” with ABC second with a 2.4 for the special “In the Spotlight with Robin Roberts.” NBC was third with a 1.9 for “The Jay Leno Show,” its second-best rating in five weeks, and Univision fourth with a 1.1 for “Aqui y Ahora.”
CBS also led the night among households with a 10.3 average overnight rating and a 16 share. ABC was second at 7.6/12, NBC third at 5.1/8, Fox fourth at 3.5/5, Univision fifth at 1.9/3 and CW sixth at 1.2/2.
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