5.4 Impact of Ratings on Programming Decisions

Ratings are the lifeblood of TV programming decisions. Networks use viewership data to determine which shows stay, go, or get greenlit. Higher ratings mean bigger audiences and more ad revenue, influencing renewals and cancellations.

Advertisers rely on ratings to target specific demographics and set ad prices. Hit shows like "Friends" and "Game of Thrones" owe their long runs to consistently high ratings. But the ratings game can also lead to formulaic content and discourage risk-taking in programming.

Ratings and Programming Decisions

Ratings and programming decisions

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• Ratings serve as a key metric for evaluating a show's performance and audience engagement
  • Nielsen ratings measure viewership and demographics (age, gender, income)
  • Higher ratings indicate a larger audience and greater potential for advertising revenue
• Networks use ratings data to make programming decisions
  • Renewal decisions for existing shows are heavily influenced by ratings performance
  • New show pickups and cancellations are often based on pilot episode ratings and perceived potential
• Advertisers use ratings to determine the value of ad slots and make media buying decisions
  • Shows with higher ratings can command higher ad prices (prime-time, Super Bowl)
  • Advertisers target specific demographics based on ratings data (18-49, women 25-54)

Case studies of ratings-based renewals

• "Friends" (NBC, 1994-2004)
  • Consistently high ratings throughout its run, averaging over 20 million viewers per episode
  • Remained a flagship show for NBC and was renewed for ten seasons
• "The Big Bang Theory" (CBS, 2007-2019)
  • Grew from modest beginnings to become the highest-rated comedy on television
  • Renewed for a total of 12 seasons, with the cast receiving significant salary increases
• "Game of Thrones" (HBO, 2011-2019)
  • Ratings increased with each season, peaking at over 10 million viewers per episode
  • Renewed for eight seasons, becoming a cultural phenomenon and Emmy Award winner

Ratings influence on network strategies

• Networks use ratings data to identify their strongest performing shows and target audiences
  • ABC focuses on family-friendly programming and female-skewing dramas (Modern Family, Grey's Anatomy)
  • The CW targets younger viewers with teen-oriented dramas and superhero shows (Riverdale, The Flash)
• Ratings success in a particular genre or demographic can influence future programming decisions
  • CBS's success with procedural dramas like "CSI" and "NCIS" led to a focus on similar shows
  • AMC's breakout hit "The Walking Dead" sparked a trend of horror and post-apocalyptic series
• Networks may adjust their branding and programming strategies based on ratings trends
  • NBC's shift from comedy to drama in the early 2000s following the decline of "Must See TV" sitcoms
  • Fox's focus on music-oriented programming after the success of "American Idol" and "Glee"

Long-term effects of ratings-driven content

• Emphasis on ratings can lead to the proliferation of formulaic or sensationalistic programming
  • Reality shows and procedural dramas are often favored for their consistent ratings performance (Survivor, Law & Order)
  • Unique or niche shows may struggle to find an audience and face cancellation (Arrested Development, Hannibal)
• Ratings pressure can discourage risk-taking and innovation in programming
  • Networks may be hesitant to greenlight shows that deviate from proven formulas
  • Creators may feel pressured to compromise their vision to appeal to a broader audience
• Overreliance on ratings can lead to a lack of diversity in programming
  • Shows targeting underrepresented audiences may be overlooked if they don't deliver high ratings (One Day at a Time, Underground)
  • Niche or culturally specific content may struggle to find a place in a ratings-driven landscape (Pose, Insecure)
• Ratings-driven programming can prioritize short-term gains over long-term quality and sustainability
  • Shows may be canceled prematurely before they have a chance to find their audience or creative footing (Freaks and Geeks, Veronica Mars)
  • Emphasis on immediate ratings success can lead to rushed or underdeveloped storytelling (Heroes, Dexter)