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Network merger equals weak first season for CW
The CW Chloe (Allison Mack) and Clark (Tom Welling) continue to work together as heroes on "Smallville." Critic Rodney Ho gives the series, which ends its season Thursday, a B-minus as he critiques The CW.
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More from TelevisionBefore this first season began, leaders of the new network The CW were hoping the combination of the WB and UPN would be greater than the sum of its parts. But so far, one plus one has barely equaled one.
The ratings on many nights have been no better and, in some cases, far worse than either The WB or UPN last season. For the 2005-06 season, the separate networks averaged about 3.1 million viewers.
This season through April 29, The CW has averaged a slightly better 3.2 million viewers a night.
A heavy reliance on aging series instead of new ones reduced risk but also minimized the upside. While a few existing shows such as "America's Next Top Model" and "WWE Smackdown!" found bigger audiences, most older shows such as "Gilmore Girls" and "Girlfriends" dropped off by 11 percent to 34 percent. "7th Heaven," which The CW surprisingly brought back from the dead, fell the most: 36 percent. (The "7th Heaven" series finale aired Sunday.)
The network launched just three new shows all season, opting for stability by default, said network spokesman Paul McGuire. "We were focused on making sure the merger went over smoothly," he said, rather than spending big bucks on a slate of new shows.
Marc Berman, a TV ratings guru at Media Week, said it was an ill-conceived strategy. "By picking up a lot of marginal series, the minute they launched, they looked like an old network. They weren't aggressive enough."
But Brad Adgate, an analyst at research firm Horizon Media, was kinder, noting that the network's median age remains an advertiser-friendly 33, younger than the big four. "Outside of Fox on Sunday nights," Adgate said, "no broadcast network can deliver that type of niche audience."
Next season, McGuire promises The CW will feature more new shows. The network has commissioned 15 pilots, and at least a half-dozen may land on the fall schedule.
Here's the report card for The CW's first season, which is now in the process of ending:
"America's Next Top Model": In its fourth year, this sturdy reality show remains the queen of the network. Average audience of 5.3 million (up 6 percent vs. last year). Grade: A
"WWE Smackdown!": This weekly showcase of big, burly wrestlers kept The CW in the game on Friday nights. 4.5 million (up 5 percent) Grade: A.
"One Tree Hill": Airing after "Model" gave this soapy teen series a shot in the arm, but it's not guaranteed for renewal. 3 million (up 6 percent): Grade: B.
"Beauty & The Geek": This oddly endearing reality show held its own in its third cycle. 4 million. (down 4 percent) Grade: B.
"Pussycat Dolls": Repeats on Wednesday's following "Model" actually did better than Tuesday's original airings after "Gilmore." 3 million (Tuesday ), 3.2 million (Wednesday) Grade: B.
"Smallville": Clark Kent is getting a bit long in the tooth after six seasons but did OK in the ultra-competitive Thursday night 8 p.m. period. 4.1 million (down 11 percent) Grade: B-minus.
"Supernatural": This drama hit a sophomore slump. 3.1 million (down 18 percent) Grade: C+.
"Gilmore Girls": Lorelai, Rory and the quirky folks at Stars Hollow are moving on after seven seasons and not a moment too soon. 3.6 million. (down 19 percent) Grade: C+.
"Veronica Mars": This critically acclaimed drama was the lowest-rated show to be renewed last year and only did marginally better after "Gilmore." It's likely to be canned. 2.6 million. (up 15 percent) Grade: C.
The Monday night sitcoms: "Everybody Hates Chris" (down 34 percent) and aging "Girlfriends" (down 26 percent) got dragged down against withering Monday night competition while "All of Us" (down 22 percent) and newcomer "The Game" did little to help. 2.5 million. Grade: C-minus.
"7th Heaven": They should have kept "Everwood" around instead. 3.3 million. (down 33 percent) Grade: D.
"Reba": It actually did OK, but the network shows no enthusiasm for the series and killed it off with no fanfare. 2.7 million (down 20 percent) Grade: D.
"Runaway": The CW killed this drama off after just three episodes last fall. 2 million Grade: F
Posted by Sorcerer8605 on May 16, 2007 at 2:35 p.m. (Suggest removal)
Bologna! Reba was consistently in the 3 millions, often in the UPPER three millions, in fact. I check the ratings every day, and I don't remember ever seeing it drop that low.
Posted by hermitme on May 17, 2007 at 5:14 a.m. (Suggest removal)
Smallville is on Thursdays at 8PM and is doing great against competition but Supernaturalm is in a sophomore slump???? What competition does Smallville have? Supernatural is against Grey's Anatomy and CSI, two of the highest rated programs and it still managed to keep it's core audience. I think you've given the wrong show credit. It is Supernatural that should get the high five for going against two giants and still managing to have decent ratings. You also forget that last season Supernatural's competition wasn't so horrid. For a small show to compete against giants and still be able to keep it's core of fans, I'd say Supernatural is doing great.
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