When it was first announced, media people saw the CW network as merging the best of the WB and the UPN. But as its fall launch got closer, a grimmer realization set in: The new network could well struggle to even match their ratings.
Two weeks into its launch, the CW is indeed struggling, with ratings below those that both UPN and the WB had in most demographics this time last year. The CW lineup of African-American comedies on Sunday night, brought over from UPN, and old WB teen fair Monday through Thursday, isn't working.
Perhaps more interesting, it's the old WB shows that are hurting most.
Come Monday, in the first of what could be a string of changes, the CW is moving the black comedies from Sunday, where they underperformed in their debuts, to Monday night, where they had long been a staple on the old UPN. "Everybody Hates Chris" will lead off the night at 8.
In turn, “Seventh Heaven” and the new “Runaway” will shift from Monday to Sunday, with "America’s Next Top Model” reruns leading off the night. The night had begun with "Chris."
“This can only help them,” says Jordan Breslow, director of broadcast research at MediaCom. “‘Chris’ at 7 p.m. on Sunday was too early. But at 8 p.m. on Monday, people are ready to sit down for some family viewing. 'Seventh Heaven' will work. People will find it."
Longer term, the CW will move to replace at least several former WB shows.
In hindsight, those shows were already sagging from age, and media people believe the CW erred on the side of caution by sticking by them rather than risking a lineup heavy on new shows. One is “Seventh Heaven,” now in its 11th season.
“You’re seeing some natural declines,” says MediaVest vice president and group research director John Spiropoulos. “That would account for about 30 percent to 50 percent of the declines we’re seeing.”
The CW’s Thursday, with former WB shows “Smallville” and “Supernatural,” has averaged a 1.5 rating, compared to a 1.7 rating on the WB last year. UPN comedies averaged a 1.9 on the night last season.
By contrast to the old WB shows, several of the UPN shows are doing just fine in the 18-34 demographic.
Wrestling on Friday is pulling the exact rating it had on UPN. And despite disappointing ratings for the black comedies, Sunday ratings are comparable to the low ratings the WB had last season, thanks to a “Model” rerun. UPN didn’t have weekend programs.
The CW’s Wednesday is up compared to both UPN and WB on the strength of “Model,” based on Nielsen Media Research ratings for the season through Sunday.
The CW has made a point of saying ratings for regularly scheduled shows, not including repeats, are up from what UPN and the WB had pulled. And it also notes that its Tuesday rating has doubled since the beginning of the season now that “Gilmore Girls” and “Veronica Mars” have premiered.
Apart from its sagging shows, the CW is suffering from lingering viewer confusion over the merger. Some number of former UPN and WB viewers haven’t yet found the CW, says Spiropoulos. In two-thirds of the country the CW is on a different channel than UPN was, and in one-third the country the CW isn’t on the former WB channel.
“In some of the major markets, we’re seeing relatively stable ratings,” he says. “I think what they need to do right now is look at this on a market-by-market basis and do a marketing push where there are declines.”
The CW is also suffering from a lack of buzz, the result of launching only two new shows, “Runaway” and “The Game,” says Breslow.
“There was nothing drawing viewers in,” he says. “With the new season, all the other networks are publicizing new shows. Because of that, people want to see these shows. And once there, the networks can promote the rest of their lineups.”
The CW will debut a couple of new programs in midseason, probably around January. The drama “Hidden Palms” is from “Dawson’s Creek” creator Kevin Williamson. The network will also debut reality show “The Search for the Next Pussycat Doll.” And former WB shows “Beauty and the Geek” and “Reba” are set to return.
