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If Fox’s “My Big Fat Obnoxious Fiancé”
is going to help pull Fox out of the doldrums, it’s going to have to do
it without an “American Idol” lead-in. But even with “Idol” to
boost it in its debut, “Fiancé” bled enough audience that Fox should
be concerned.
As expected, the third-season premiere of “American Idol”
lifted Fox to a dominating Monday night, but the second half of the new
show “My Big Fat Obnoxious Fiancé” showed alarming viewer leakage.
Mondays have been a disaster for Fox since the fall, when “Joe
Millionaire 2” and “Skin” bombed. Thus far this season Fox is in
third place among adults 18-49.
“Idol” drew 29 million viewers at 8 p.m., 2.5 million
more than last year’s premiere and the biggest premiere for any show
this season, according to Nielsen overnights.
Final numbers, due out later today, could be even better, as
“Idol” actually ran about eight minutes over into the 9 p.m. “Fiancé.”
But even with those extra eight minutes, “Fiancé” lost
more than a third of “Idol’s” lead-in, averaging 19.6 million
viewers.
Among the show’s target adults 18-49 audience the slip wasn’t
as severe. “American Idol” averaged a 12.5 from 8 to 9 p.m., one of
the highest ratings this season for any non-sporting event. The show grew
15 percent from start to finish, and gave “Fiancé” a 13.4 rating
heading into the 9 p.m. hour.
But “Fiancé” fumbled away 20 percent of that audience in
the first half-hour, dipping to a 10.8. In the second half-hour 18 percent
of the audience fled.
Media people won’t be surprised by this.
In a poll of Media Life readers last week, nearly 70 percent
predicted that “Fiancé” would be a big fat flop while 31.5 percent
predicted a hit.
Media Life TV critic A.J. Livsey worried that people wouldn't
get "Fiancé's" irony: "While it's something most viewers
are likely to miss altogether, it is the show's clever manipulation of
irony that makes 'Fiancé' palatable and even enjoyable."
The bad news for Fox is that starting next week, “Fiancé”
won’t have “Idol” to provide a ratings buoy.
The good news is that, almost two weeks after its
supposed season finale, midseason hit “The Simple Life” will return
with one extra hour-long episode this Monday.
That should provide at least a small boost to “Fiancé,”
but anything over a 5.5 adults 18-49 rating would be a terrific
performance for the show. Fox still has not decided how to plug the 8 p.m.
hole, and will likely make its decision depending on how “Fiancé”
does its first few episodes apart from “Idol.”
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