MTV's "Wolf," ABC Family's "Switched" ratings up in week 2

TV Arts


Series is #1 in its Timeslot with Women 12-34

Tune in for Next Week’s Episode Airing Mon, June 20 on MTV

NEW YORK (June 14, 2011)—MTV’s new series “Teen Wolf” is heading into
its fourth week with tremendous momentum following a 23% increase
among P12-34, with a 1.6 in the demo.  With double digit percentage
gains among total viewers and key demos, “Teen Wolf” was the #1 show
in its timeslot with women 12-34.

In next week’s episode, airing Monday, June 20 at 10 p.m. ET/ 9 p.m.
CT on MTV, a new hunter in town puts Derek’s (Tyler Hoechlin) life in
danger, forcing him to make reluctant allies out of Scott (Tyler
Posey) and Stiles (Dylan O’Brien), with Stiles attempting to keep a
mortally wounded Derek alive.  Meanwhile, Scott tries to survive
dinner with Allison (Crystal Reed) and her father.

“Teen Wolf” was developed by Jeff Davis (creator, “Criminal Minds”)
who also serves as executive producer.  Additional executive producers
include Marty Adelstein (“Prison Break”), Michael Thorn, René
Echevarria (“Medium,” “Castle”), Tony DiSanto and Liz Gateley. Russell
Mulcahy (“Highlander,” “Resident Evil: Extinction”) is co-executive
producer.  The pilot was written by Jeff Davis and Jeph Loeb & Matthew
Weisman and directed by Russell Mulcahy.  The “Teen Wolf” series is
based on a Screenplay by Jeph Loeb & Matthew Weisman. David Janollari
and Justin Levy are the MTV executives in charge of production.  The
series is a co-production with MGM, in association with Lost Marbles
Productions, Inc., First Cause, Inc. and DiGa.

ABC Family’s “The Secret Life of the American Teenager” Posts Near
Season Highs

~Ranks as Monday’s No. 1 TV Telecast in Women 18-34, Viewers 12-34 and
Females 12-34

~Delivers its Second-Best Numbers of the Season in Key 18-34 and 18-49

ABC Family’s “Switched At Birth” Bucks the Trend – Hits Series Highs
in Week 2

~Outperforms its Debut by Double-Digit Percentages in Target 18-34 and
12-34 Demos

~Retains an Impressive 100% Week to Week in Women 18-49 and 94% in
Adults 18-49

~Sweeps its Time Period and is Monday’s No. 2 Scripted TV Show in
Viewers 12-34 and Key Women

ABC Family’s critical darling, “The Secret Life of the American
Teenager,” delivered its second-best ratings of the season in Adults
18-34 (1.3 million/2.0 rating), Women 18-34 (1.1 million/3.2 rating),
Adults 18-49 (1.8 million/1.4 rating) and Women 18-49 (1.5 million/2.2
rating), behind last week’s episode, and third-best results in Total
Viewers (3.1 million), Viewers 12-34 (2.0 million/2.1 rating) and
Females 12-34 (1.6 million/3.5 rating).

Easily dominating its time period, “Secret Life” stood as Monday’s No.
1 TV telecast in Women 18-34, Viewers 12-34 and Females 12-34, and
cable’s No. 1 telecast in Women 18-49 (No. 1 scripted TV telecast).

On the heels of last week’s record-setting debut, ABC Family’s hit
original series “Switched At Birth” delivered impressive gains in its
second week, exceeding its launch by 20% in Adults 18-34 (1.2 million
vs. 1.0 million), by 30% in Women 18-34 (979,000 vs. 754,000), by 13%
in Viewers 12-34 (1.8 million vs. 1.6 million) and by 15% in Females
12-34 (1.5 million vs. 1.3 million). Also impressive, “Switched At
Birth” retained 100% of its premiere Women 18-49 audience week to week
(1.3 million) and a considerable 94% in Adults 18-49 (1.6 million vs.
1.7 million).

“Switched At Birth” ranked as Monday’s No. 2 scripted TV telecast in
Women 18-34, Viewers 12-34 and Females 12-34, and cable’s No. 2
scripted telecast in Women 18-49 – behind “The Secret Life of the
American Teenager.”

Source: Nielsen Media Research (National Ratings, 6/13/11, Live + SD).
'Teen Wolf' is really benefitting from the dozen or so per week airings of 
each episode.  MTV is getting a lot of mileage out of one show and slowly 
expanding the number of viewers interested in tuning in for a firstrun 
episode.  This is something that they couldn't really do with 'SKINS', or 
even 'RJ Berger', so it seems likely that 'Teen Wolf' is headed for renewal 

I'm really surprised that 'Switched at Birth' didn't have at least some 
dropoff as the first episode didn't offer up much appeal.  I know that ABC 
Family has a lot of built in viewers, but they should be more discerning 
than this.

In other news, Lifetime's 'The Protector' only managed to hold 1/3rd of the 
'Army Wives' lead-in.  That is a painfully bad start for the new series. 
Maybe lots of other people heard those same horrible radio promotions that 
convinced me not to even bother sampling it?

...and in other news, the GLEE reality show on Oxygen network didn't do any 
better than Paris Hilton's show on that same network.  I guess that means 
that Oxygen has a set fanbase and is going to have trouble getting anyone 
else to sample their shows?
They seemed to run both Skins and RJB multiple times during week, plus
available On Demand.  Do you mean they were restricted as to the times
such shows were aired--it appeared they were only on late at night?

Just out of curiosity, what did you think of ABC Fam's "10 Things I
hate about you"?  I thought it was very well done and creative (doing
nicely above the movie), but apparently the audience thought otherwise
and it was cancelled.

I'm not sure what you mean by "built-in viewers".  I think their
viewers watch what the specific shows they like and ignore the rest.
Does the "lead in" really matter on cable, or today with time-

I hate watching a show from cable in real-time because they are really
bloated with commercials, especially toward the end.  It bugs me that
show-providers are jacking up the costs to the cable companies (which
might be one and the same) when at the same time there are tons of