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as UPN splutters
Neck and neck into finale for season lag-a-thon
By Elizabeth White
For two networks with nearly identical season-to-date ratings, the WB and UPN couldn’t be more different in how they plan on finishing their seasons during the May sweeps.
The WB’s sweeps schedule is full of regular series cliffhangers, a strategy designed to get viewers to return to the same shows next year, whenever the next season begins.
But UPN’s sweeps strategy is to simply conclude what’s been a largely disappointing season so that the network can make a fresh start in the fall with "Buffy, the Vampire Slayer," when it moves over from the WB.
To that effect, the network’s biggest highlight this May is the series finale of the network’s first major hit, "Star Trek: Voyager."
And while the two networks are often lumped together, the dissimilarity of their May sweeps strategies hasn’t gone unnoticed by media buyers.
"The WB's goal is similar to Fox’s--to get people talking about their shows. They're going to market shows that have some growth in them," says Kara Lazarus, senior vice president and director of national broadcast buying at Bates USA.
"UPN is going to have a tougher time. They have not had a really good year. The only top they've gotten is ‘Voyager,’ and that's done," says Lazarus.
Shari Anne Brill, director of programming services at Carat, agrees.
"The WB has a more solid programming block to head into sweeps. There will be more cliffhanger shows on the WB, which also helps to get more people to the network," says Brill. "UPN’s midseason replacements haven't done well for them. They'll have the ‘Star Trek’ finale, but that's just one night."
The difference between the two networks is not very evident in the season-to-date household or adult 18-49 ratings.
Both networks are tied among adults 18-49 with a 1.6 rating and 4 share. The networks are also tied in total viewers at 3.7 million, while the WB holds a slight edge--one-tenth of a rating point--over UPN in households.
But media buyers say the difference might become more evident--and more troublesome--next season, if the trends from this May continue for UPN.
"UPN seems to be a niche on every night for different people," says Brill. "Now they have a Friday movie night because their Friday night collapsed. I have no idea what these guys are going to do in May on Tuesday."
While the addition of "Buffy, the Vampire Slayer" should help fill such programming gaps next year, buyers also say that this May is indicative of a larger identity problem for the network.
"If they can do anything to turn their network around, they desperately need to find a niche," says Lazarus. "I don't see their sweeps getting a whole lot of buzz, other than ‘Voyager.’"
Along with the series finale of "Voyager," the network will also feature guest stars and season finales of its Monday night comedies, more episodes of "Chains of Love," and action movies on Friday nights.
The WB’s sweeps stunt programming includes cliffhangers and surprise twists on the drama series "Dawson’s Creek," "Charmed," "Roswell," "Felicity," and even "Buffy, the Vampire Slayer." The network is also relying on guest stars to boost the ratings of its comedies.
April 30, 2001
© 2001 Media Life-
Elizabeth White is a staff writer for Media Life.
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