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Update: Fox Pleased Despite 'Idol' Ratings Dip

January 16, 2008 8:40 AM

American Idol (Fox)The seventh-season premiere of Fox’s “American Idol” may have been its lowest-rated in four years, but Fox executives say they are pleased with its performance.

“I woke up thrilled this morning,” said Mike Darnell, president of alternative entertainment at Fox. “It’s unbelievable how big this show is in its seventh season. If you had told me in season two this would be the biggest thing in television by 12 million viewers in its seventh year, I would have said you were crazy.”

“Idol” fell from last year’s series-high premiere perch, yet once again was a ratings titan that easily blew away the competition Tuesday night, as well as all other network premieres from earlier this season.

“Idol” received a 13.8 rating among adults 18 to 49, according to national Nielsen data. That’s down 13% from last year’s 15.8 and down 10% from 2006’s 15.3. Among total viewers, “Idol” was seen by an average of 33.2 million, down 11% from last year.

Both the demo and the total-viewer figures are the lowest Tuesday-night "Idol" premiere standings since 2004.

“In the history of American television there has never been a show this dominant that the disparity between it and the next show is like 55%,” Darnell said. “I honestly believe this is the last of its kind. I don’t believe with DVRs and Internet and video games that you will ever see another show like this.”

Fox has devoted just as many resources to promoting “Idol” this season as in recent years, said Joe Earley, senior VP of marketing and communications at Fox. In fact, “Idol” received more on-air promotion than usual, since “24” was postponed due to the writers strike.

“The media spend was the same as it has been and we had more on-air weight,” Earley said. “That ‘24’ time was divided between ‘Idol’ and ‘Sarah Connor.’”

“Idol” is expected to dip slightly in its second airing tonight, as is the usual “Idol” pattern.

Contrary to last season, when the judges took critical knocks for some vicious mocking of the contestants in the opening rounds, this time Simon Cowell was on his best behavior. One rejected contestant was even given a group hug by the judges.

“The King of Mean was replaced by the Prince of Nice,” the NY Post declared.

"Why are the judges so well behaved?” asked the Washington Post's Lisa de Moraes.

Other early reviews:

Daily News: “If last night's 'Idol' kickoff wasn't a show for the memory book, it did nothing to discourage tens of millions of fans from signing up for the new ride.”

EW: “A more balanced talent-to-train-wreck ratio in the audition rounds.”

Among last night’s network competitors, Fox’s “Death Star” zapped about 30% week-to-week from NBC’s “The Biggest Loser: Couples.” (3.0).

NBC came in second place for the evening, averaging a 3.5 rating compared to Fox’s 13.8. At 10 p.m., NBC's “Law & Order: SVU” (4.6) won the hour.

In third place, CBS’ “NCIS” also held up solidly (3.0), though part two of its movie “Comanche Moon” dropped sharply from Sunday night’s premiere (2.4).

Fourth-place ABC scheduled two episodes of “Just for Laughs” (both 1.2), “According to Jim” (1.2), a “Carpoolers” repeat (0.9) and “Boston Legal” (2.0).

The CW had a "Reaper" repeat (0.6) and "One Tree Hill" (1.3), the latter down 19% against "Idol," yet besting ABC for the hour.

(Updated 4:15)

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Comments (155)

joey:

FOX is being boycotted for their LAME STREAM NEWS for trying to fix the presidnetial elections. Glad to see it's working.

Greg:

Paula should hook up with that dude who wrote her that "love" song. He seemed quite smitten and the subsequent scandal would boost ratings.

TJ:

Joey, FOX has the highest rated shows (especially news) of all the major networks. Feel free to enjoy the Marxist shills named ABC, CBS, NBC, and CNN.

Jerry:

2004 was a presidential Election year - just like this year. Tuesday elections night in Michigan, more folks were off watching Fair and Balanced Fox news for election results. Fox network took the hit for this fact. Joey is incorrect.

TisBroken:

I think the primary reason that viewers are wary of tuning in is the flawed voting system. After you have gone season after season with a voting system that unfairly ousts the best singers, you kind of give up on watching the show.

The entire point of American Idol is to make the viewer believe that they are part of something bigger than themselves. When one kid with unlimited text messaging and a blue tooth computer program can vote thousands of times an hour, your votes really don't count.

The result is somewhat reminiscent of what Ron Paul supporters have done to web and text messaging polls. If you have a few determined people with a knowledge of the technology, they can game the system and ruin the experience for everyone else.

bella:

BELLA: Jerry, you are right on, Joey, you are an idiot!

Russ:

How is Fox trying to fix the Presidential election?

You must be one of those liberal kooks that watches CNN.

Dartoid:

Previous Idol premiers didn't have to compete with a presidential debate and primary coverage.

Joanna:

Maybe it's because DVRs screwed up and didn't record it! My piece of junk Time Warner one missed it, despite the fact it was set properly.

Jofus:

Didn't some Fox affiliates in Michigan show
"Idol" at 6 P.M. to "clear the deck" for local primary coverage later in the evening?

Crusher:

I think Democrats have blurred the lines between American Idol and their Presidential Primary.

ike:

It seems an absurd to calculate a ratings drop, taking last years audience viewing of 15.8% to this years 13.8% and calling it a negative 13%.
If my employee's used that math, they could say the 2% raised they got this year was 100% greater then the 1% they recieved this year! Yikes!

Pat:

How do some of the contestants get by the initial screening?. To put these losers on Prime Time T V. to be humiliated and mocked is not entertaining. I find it very embarrassing and think it is cruel. How many good singers are turned away to find a time slot for these poor individuals.

Real Joey:

LOL, I think tisbroken meant the Idol's voting system, not the presidential elections. That being said, TB it is the voters complacency that gets them booted out I think more than the Fox system. What would/could you change except one vote only and the system to watch that would sure be complicated. By the way Bella has it exactly right in his/her post.

WHOLETRUTHY:

DING DONG THE WITCH IS DEAD

David:

I think American Idol should only put the people that actually go to Hollywood get on these auditions.

At least it will send a message that they aren't going to put the people on TV if they are just there to waste people's time.

Give me a break, these Reality shows are a way the mentally disturbed come out to get their 15 minutes of fame.

Put the people that actually pass the first round and don't show the others. It's getting to the point of being ridiculous and not worth watching.

irondale3:

I used to watch FOX all the time, I still watch it more than the rest. We have to admit though fox isnt no where close to being fair and balanced. That is what Republican want though. Just like MSNBC wants liberal viewers ,ABC and CBS really dont care about news and CNN is the closes to being fair even though they lean more toward liberals. If any of you ever watch all of them and can get past thinking you are all right and everybody else is wrong, Then just maybe you'll see what im saying. Most of you want though you'll get a bigger kick out of yelling at me. My GOD what makes one network really so much better than the rest? We let them tell us what to think and anyone that is so bias toward any network whats to be told how to think. Anyway, How in the world did we get to this. Im glad to say I didnt watch Idol or the news. I played with my children. How about try it sometime and the world could be muh better.

Holly:

It was Boring. 'Nuff said.

Eleanor Milner:

I'd rather have a root canal than watch American Idol.

bucca:

yeah right, because the average american idol viewer has soooo much in common with those watching the latest in presidential primary coverage on MSNBC! like all those Idol fans are watching hillary and romney

Brad:

Joey, you are an idiot! I think you are really "John Edwards". Way to go ike, bella, and jerry!

Greg:

There always seems to be a "Joey" out there somewhere who tries to turn a simple subject into something political. And in ignorant fasion, to boot.

Josh:

Last night's AI was horrible. They had way too many commercials, not enough talent, whether good or bad, and focused too much on the human interest side. If I want human interest of people with no talent, I will read People mag or watch Dateline or some show like that.

I want train wrecks and talent. I want the judges to speak their minds. I want fewer commercials.

The good thing was there was less Ryan Seacrest than before.

Ben:

I think the presidential candidates should be auditioned: Edwards dressed in a hoola skirt, Hillary crying and Huckabee singing gospel.

South Junkie:

Maybe the world is finally realizing that American Idol is the third most boring show ever created. No no...I take that back....American Idol is even more boring than The Joy of Painting and the Magic Bullet infomercials (actually those are pretty entertaining)

South Junkie:

I agree with Ben. And we should have Obama just stand there and chant the word HOPE and Oprah can be his back up singer and sing something about change. Hey, maybe Huckabee has some gospel choir connections and they can work as a team!!!

Skip:

13.8 rating is a boycott? Right.

South Junkie:

One more thing....Ryan Seacrest is gay and a douchebag....that is all

Scott:

Just another reason I gave up watching TV 6 years ago!

TisBroken:

I seriously believe people gave up on American Idol after last year's voting fiasco.

Unless you can equalize the voting system where one household gets 8 votes then the show is dead. No one is going to watch AI when they realize their participation is useless, and that the winner is chosen by richest and most rabid fans.

American Idol has been profiting from its deal with Cingular for years as they increase the amount of text messaging each season, but this is the year that it has to stop.

Before Cingular was bought by AT&T, and most of his customers were from the south, almost every AI winner was also from the south.

http://www.engadgetmobile.com/2006/06/19/cingulars-southern-base-skewing-american-idol-results/

Treebeard:

I did not watch it for the reason that the last 2 seasons have been ruined by the "vote for the worst" group. I think the judges should have 1 veto night, where they boot off the one that is obviously the worst.

TD23890:

You people are really confused. Fox network and FoxNews network are NOT the same thing. Really, you must pay attention.

Dania:

I agree with South. American Idol is SO boring! I sometimes watch the last 15 minutes of the final episode to see who won but the show is constantly interrupted by commercials. I just don't understand how people can actually ENJOY watching the show!

Maguilicuddy:

Can anyone say the Shark has jumped?

Whattheheck?:

Maguilicuddy: i think you mean has the shark been jumped......

Ted:

Why was I invited into the Third World home of the mentally disturbed glitter-faced girl and her even more deranged mother?

Why did I need to witness man-boob's chest-wax?

Why was I asked to observe a repulsively obese contestant and her even more dry-heave-inducing mother (notice the pattern?) collapse in unison after the girl's "dream" was mercifully ended? (Here honey; have a carrot stick.)

I don't have any answers, but I loved every perverse minute of it, and will continue to do so for months.

Bring on the Christians and tigers.

Rich:

I watched a little bit of this show once. A lovely girl came out and sang beautifully. The judges pretty much kicked her out. Then this big old guy (turns out it's that Reuben dude)comes out and he is awful; can't carry a tune in a bucket. The judges fall to their knees and kiss his feet. I never watched again.

And then there's Simon Cowell. Did he win an Emmy for Most Irritating? The best I can say for him is that his teeth are a lot better than the English woman that ran that dumb "game show" a few years ago.

Big Dog:

Fox News has the highest rated CABLE news shows.

They draw 2.5 to 3 million viewers a night. The

nightly news on ABC, CBS and NBC draws anywhere

from 8 to 12 million viewers a night. Each. And

the official term is Fox Fake News. Get it right.

T-Will:

I'm going to have to agree with Ted here...I was never into AI in the past, but last night's episode was definitely entertaining, looking forward to next week.

Linda:

Who freaking cares! The only good things on TV is football (almost over :() and (was) 24 but I don't care that is is postponed because of the writers strike. Actually, I hope the writers strike lasts forever because the only people who actually seem to pretend as if they care are egotistic Hollywood scum...like George Clooney.

I'm surprised even that many people tuned into this crap.

WWJBD:

As for joey, go back to your milk and cookies before playing the fool.
As for AI, it's boring, period......

Phil:

When you are too old for american idol....
http://youtube.com/watch?v=twx67uWy4Hg

WWJBD:

As for Big Dog, Fox Fake News? Would that be why the major news (non-cable) networks having a decline in their nightly news viewership while Fox News would be kicking butt?

sara:

Can someone help me out here? I was listening to Ryan Seacrest this morning, and he and the EP of the show (NIGEL) were saying that it was the highest ratings EVER?? Were they just flat-out lying???

Linda:

WWJBD.... you must realize that those who detest Fox News only do so because they are followers and heard some idiot bigwig say something negative about Fox News and so decided that they might become cool and popular if they repeat what they heard

South Junkie:

Sarah...the answer is yes.

I am assuming a lot of families aren't watching much TV since the writers strike, so that could have something to do with it.

Kathleen:

LEAVE YOUR POLITICAL RANTINGS ON ANOTHER MESSAGE BOARD!

I turned off the auditions. People are tired of idiots being featured like the bozo in the Princess Leia get-up, the foul-mouthed glittery chick from the planet "give-me-the-finger", and the weird guy in the leopard cape with some "message" song. What a waste of time!

People are also sick of the personal stories of these people at this stage of the game. We didn't need to see the apartment of the foul-mouthed ranter who couldn't sing. I liked Angela, the young woman with the disabled daughter, but we didn't need to know about her hard life as a single mom. Let the people SING. Save the sappy stories for the top 12 when we really get to know these people and form opinions. We don't need another Kellie Pickler this year who has -0- talent but sure had a good sob story.

People are getting tired of these overdrawn auditions. Last night's show could have been an hour. I was so disgusted I turned on "The Biggest Loser". At least I could cheer these people on because they were doing something GOOD!

American Idol Producers - GET A CLUE! We don't want stupid stunts and no-talent spotlight grabbers! We don't want sappy stories. WE WANT SINGERS!

WIlson:

Ben, and we can have Osama rapping some gangsta. Joey, what favor kool aid do you drink?

Dania:

Ok...does anyone here even care AT ALL about the writers strike?! Let's take a poll

Will:

The Biggest Loser is so much better than American Idol

I do care about the strike, and I think Idol is horrible and tired. Most of the folks that go on to win have no talent, and what's even more pathetic is the judges have even less talent than the performers.

I gave up on this show two years ago.

Will:

I mean, at least you can learn something from the Biggest Loser. What do you learn from American Idol? How to be bored out of your mind?

Reporter :

Give me a break already !
A Picture Is Worth A Thousand Words:
www.poconocommunitynews.com

T Dog:

Joey, what does politics have to do with American Idol? Moron.

Linda:

Reporter....I don't get is? What is that site? Why is it relevant? The lower link portion is just a copy of Drudge Report

Former AI Fan:

I agree 100%!!!!

I also turned off the auditions last night. It was an insult to my intelligence. What are the producers of this show thinking? It was so stupid last night. I will watch again tonight, but if it's as bad as last night, I won't watch again until it's in Hollywood.

Last year should have taught the producers a lesson. It was by far the worst top 10 ever. What were they thinking by letting Antonella Barba through instead of the other girl (whose name I don't remember!) she went up against for the last spot? Barba couldn't sing worthe beans but the other singer was really good. Last year there was some girl with a lip ring who was so unique and really good, and she got the boot. We got stuck with Haley Scarnato, who couldn't hold a note in her hand and dressed like a skank. We had Sanjaya - 'nuff said there. Melinda Doolittle sang rings around everyone in the top 10 but was given the boot because she was too old. Jordin Sparks was good but not spectacular. She was better than Blake Lewis, whose talent was so limited I have no idea how he lasted so long. His CD is painful to listen to!

The American Idol producers do need to get a clue. I don't like the background stories of certain contestants either. It's a waste of time. I will admit I do like some of the bad singers for a laugh, but I think the American public wants REAL talent shown.

So please - Nigel Lithgoe please take note - only do an hour a night during the auditions. Leave out the freak shows and those who want their 15 mintues of fame. Let's see more Clay Aikens, Chris Daughtrys, Kelly Clarksons, Kimberly Lockes and Bo Bices.

Jeff:

Barack Obama and Hillary Clinton are awful. They are anti-business, pro-illegal alien, pro-taxes. That is not what America needs.

KDJ:

Remember FOX programming is for people whose biggest challenge in life is to be smarter than a fifth grader.

Linda:

Or, rather of yesterday's edition of Drudge. So...how is that relevant to American Idol?

Judy, Judy, Judy:

The show runs way too long. They should put only the most promising singers on. Having to watch all this "corn ball" stuff in the beginning is such a waste of time and so boring.

I do believe the voting is fixed. I NEVER vote anyway. I think the ones that make out in the end are the telephone companies. It's big bucks with all those people calling and texting.

I don't plan on watching AI anymore -- waste of time.

Johnny:


Hey, T.J.: Fox does NOT have the highest-rated news shows of all the major networks; it has the highest-rated news shows on BASIC CABLE, catering to people who want to watch the news through GOP-tinted glasses. Have another cup of that O'Reilly Kool-Aid.

Paula:

Obama and Clinton both suck but at least if Obama is nominated he has NO chance because speeches are full of ideology and lack substance and plans...so...back to American idol and how much it sucks.......

Marie:

It is all about MONEY.
And sometimes, unfortunately, money talks and those with intelligence are tossed by the wayside.
Think 'three-ring-circus'.............

It seems that sometimes the monkeys run the asylum.

Timothy Ritchie:

Fox has beat this dog to death way to long. They should have ended it a long time ago. There are actually better talent contests out there and this has become more about the "judges" whose opinion doesn't even count and the annoying host.The only contestants who have succeeded from being on this show have been ALL country music singers!

Buster:

That bozo Kellie Pickler is ranked #6 in the top 60 A.I. finalists ! That is in : tv/radio/video appearances, album sales ( 800,000+ now ), concert tours with Rascall flats , Brad Paisley and by herself with her own band. She will be on Jimmy Kimmel's show next Tuesday as well as on the Ellen show the same day. She is working on her 2nd album and will start on her Fox sitcom this fall. Kellie just got back from an Iraq USO tour. Not bad for a no talent stupid hick huh !?

KDJ:

American Idol represents everything that is wrong with the music industry.

A karaoke contest where somebody else writes the songs and plays the instruments for you, and good looks will get you the recording contract.

RIAA can go to hell.

Barf.

xinunus:

Not sure about all of you but I DVR'ed Idol and watched live "Comanche Moon" on CBS. This show doesnt have the best acting but its very refreshing to see a western on TV. Reality TV is dumbing down our entertainment. Westerns rock!! No wonder "3:10 to Yuma" did so well at the box office. We need more westerns please.. =)

J.D.:

Fox is backing Rudy for President so they are slanted that way!

Barbara in Norman:

I loved every strange moment of last nights auditions. Can't wait
for tonight. I like the balance of the good, bad and truly awful.
I think the personal stories make it much more interesting.

As far as FOX news, they are doing something right to be ahead in the ratings compared to ALL of the other major cable news channels COMBINED! They are fair and balanced, having both liberal and conservative sides presented. That is more than you can say for CNN. Even objective news rating think tanks say that the major channels are much more positive with liberals than conservatives. I am glad I have a choice!!!

The bottom line is simple, 'Been there, done that.'

It's the unspoken curse of reality TV. You can only cram the same concept down the viewers throat just so long. Eventually they're going to holler 'Next!'.

Politics has absolutely nothing to do with it. People are bored with it. End of story.

Clair:

Most of the people that have gone on to prosperous careers were not crowned "The American Idol". There got themselves noticed and were picked up by someone and have gone on to be winners -- Chris Dautry for example !!

Tues night MSNBC was holding the Democratic Debate in Nevada. CNN and Fox were holding the Michigan results for the Republican Party.

The beginning of American Idol HAS gotten to be a bit of a bore. Showing all those CRAZY acts when others with a little bit of actual talent is being ignored. I think this HURTS the show.

cooed:

they should screen all idol try outs,
many of the ones shown are obviously mentally retarded, and it is sad to exploit them,
in addition many are so absurd in dress, and song style, and lack of tone, or pitch, it is sad, not to mention the grossly obese types
screen them and only show the ones who will make it, why expose us to the weirdos??

Willard:

J.D....that is not even true...at all. Besides...if they were leaning so right then why would they back the most liberal candidate for the GOP?? Where the heck did you get that untrue information?

VTStorm:

I don't watch Idol but my wife does and even she complained when it was over about the same things I am reading above. Too many human interest stories about people who aren't even going to Hollywood... WHO CARES ABOUT THEIR STORY! Just show us train wrecks or great singers but leave the human interest garbage until the end. I doubt my wife will watch it again until it gets close to the end... and that surprises me coming from her. Typical network execs with their heads in the sand completely cut-off from the real wants of their viewers.

TS:

The reason they include all those nut-jobs is simple: viewers love a train wreck! You don't want to watch it but you just can't tear your eyes away either. What do you think would happen if they weeded out all of the no-talent and only featured the truly good singers pre-Hollywood? It would be boring and ratings would drop. It is ENTERTAINMENT after all and out of all the winners thus far, how many have actually become "American Idols"? Kelly Clarkson is the closest but I wouldn't exactly consider her an idol. I could do without the back stories, at least until the top 12 or so.

Kurt:

your arguments over political preference and bias are the very reasons that these news corporations (and they ARE corporations) find it profitable to have a bias (think of it as a niche). Its universally applicable--when was the last time an independent canidate won? While a "person" can be an independent thinker, "people" will always gravitate towards a crowd.

So rather than arguing over which bias lies where, read both sides of the story. Watch Fox AND MSNBC, and form YOUR opinion, rather than paying for someone elses. True intelligence lies in the understanding of all sides.

Carla:

My son's girlfriend convinced me I"ll never watch AI again. She made her first audition at 8am and was later asked to return 9pm for her next audition. The entire group was made to sing the same song over and over again until that time. When night finally arrived, she was hoarse from being out in the cold air and couldn't sing anything.

She left without auditioning again, but before she did, she noticed that there were many good singers not selected, while the judges (not the AI trio) sent through the weirdos that we see on TV.

It's setup that way and totally a rip off for the true singers. A bogus show in my opinion.

Fabo:

an independent candidate never won. People should just look at voting records and listen to the candidates and THEN form an opinion.