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'Life' Debut Draws Mild Ratings

October 8, 2007 12:06 PM

Life Is Wild (CW)For its sophomore season, The CW can’t catch a break.

First the network rolls out a trio of demographic-savvy, buzz-getting new shows (“Gossip Girl,” “Reaper” and “Aliens in America”) to very average numbers. Now its family drama “Life Is Wild,” the most conservative and traditional of the lot, opens to the lowest scripted rating of the fall season.

The premiere earned a 0.4 on Sunday night among adults 18 to 49 in the preliminary ratings, down 67 percent from the premiere of “7th Heaven” in the time period last year. Among the 18 to 34 demo, the show was down 75 percent. A glimmer of good news for The CW’s Sunday night: “Wild” lead-in “CW Now” and “Online Nation” popped up a notch from last week, to a 0.4 and a 0.3, respectively.

For the night, NBC overturned last week’s winner, ABC, thanks to “Football Night in America” (3.7) and “Sunday Night Football” (6.7) jumping in the Nielsens.

ABC’s block saw some settling in its second week. The Alphabet network aired the premiere of “America’s Funniest Home Videos” (an on-par 2.6) along with “Extreme Makeover: Home Edition” (4.1, down 15 percent from last week), “Desperate Housewives” (6.6, down 12 percent) and “Brothers & Sisters” (4.5, down 8 percent).

Fox was third with its comedy block, featuring originals of “The Simpsons” (3.6, down 14 percent), “King of the Hill” (2.9, down 19 percent), “Family Guy” (4.0, down 7 percent) and “American Dad” (3.0, down 3 percent).

CBS came in fourth with a 90-minute “60 Minutes” (an on-par 2.1), “Cold Case” (2.9, down 15 percent) and “Shark” (2.5, down 4 percent).


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