ABC’s Low-Budget Deja Vu Monday Reality Strategy
July 17, 2007 12:05 PM
In the summer, the major networks typically air repeats of popular scripted series (such as “Without a Trace”) or first-run reality shows (such as “Hell’s Kitchen”).
On Mondays this summer, ABC has tried to get away with airing reality repeats, and it keeps getting beat.
The network came in fourth last night with reruns of “Wife Swap” and “Supernanny," along with a first-run “Extreme Makeover.”On Sunday, the network also came in fourth, partly due to “Extreme Makeover: Home Edition” and “America’s Funniest Home Videos” (although they held up their respective hours better than ABC’s scripted repeats like “Desperate Housewives” and “Brothers and Sisters”).
While Fox trounced competitors with its reality originals this summer, NBC broke through with “The Singing Bee” and “America’s Got Talent,” and CBS stayed the course with “Big Brother” and procedural repeats, ABC reached for the “Fast Cars and Superstars” and fell short.
So far this summer, Fox is first overall with a 2.3 average rating, CBS and NBC are tied for second with a 1.8 and ABC is fourth with a 1.5. The CW has a mere 0.7.
Also Monday: Fox’s “Hell’s Kitchen” won the night with a 4.0. NBC’s “Victoria Beckham: Coming to America” special won the 8 p.m. hour with a 2.2, giving a stronger lead-in to still-underperforming “Age of Love” (1.8).
Also Sunday: CBS’ “Big Brother” was up 10 percent and was the night’s top show with a 2.3.