Where Did Late-Night Show's Audience Go? Deadline
The audience for a late-night program appears to have mysteriously vanished. Writing on Deadline.com, Nellie Andreeva reports that the stand-up comedy show "Totally Biased with W. Kamau Bell," which moved in September to FXX after one season on FX, is "barely registering" in the ratings most nights.
"For instance, on Monday, the show drew only 12,000 total viewers at 11 p.m.," Andreeva writes. "Its adults 18-49 delivery was 4,000. In FXX’s target demo of adults 18-34 it averaged 3,000 viewers, while its young adults aged 18-24 audience was so minuscule, it was listed as 0 on the Nielsen charts. To put it in perspective, the second-lowest-rated cable late-night show among adults 18-49 on Monday, 'The Pete Holmes Show,' averaged 245,000 in the demo. That’s 61 times 'Totally Biased‘s' tally."
Andreeva adds: "In 18-34, the second-lowest-rated program, Bravo’s 'Watch What Happens Live,' scored 101,000 viewers, 34 times the viewership of 'Totally Biased.'"
Some dropoff was anticipated with the move from FX to FXX, which is distributed to 26 million fewer homes than FX, the report notes. Still, "those public access program-level numbers are puzzling as 'Totally Biased' was a solid and pretty stable ratings performer on FX," Andreeva writes. "Adding to the head-scratcher is the fact that 'Totally Biased‘s' 1 a.m. repeat on Monday night did far better than the 11 p.m. premiere, logging 39,000 total viewers and 27,000 adults 18-49."
The report notes that other than "Totally Biased," FXX carries only one night of originals, on Wednesdays.
"'Totally Biased' performs better on Wednesdays, following original series 'It’s Always Sunny in Philadelphia' and 'The League,' drawing an average of 110,000 total viewers, 92,000 adults 18-49 and 64,000 adults 18-34," Andreeva notes in her report. "Still, that is less than a third of the show’s audience on FX in the final leg of its first season (372,000) and half or less of 'Totally Biased‘s' 18-49 (236,000) and 18-34 (127,000) Season 1D averages."