[09/15/03 - 12:00 AM]
Upn, WB Tout Early Premieres
By Brian Ford Sullivan (TFC)

CHICAGO (thefutoncritic.com) -- Netlets UPN and the WB both launched new comedies last Thursday and surprisingly both couldn't be happier with the results. In a pair of press releases, each touted their respective victories in target demographics:

UPN's "The Mullets" brought in the male audience:

The special sneak preview of UPN's new comedy THE MULLETS laid a big-time smackdown in the time period on original episodes of ABC's "Extreme Makeover," FOX's "Temptation Island 3" and the premiere of The WB's sitcom "Run of the House" in all key male demographics, including men 12-34 (2.3/8), men 18-34 (2.3/8) and men 18-49 (2.1/6), as well as teens (1.9/7). THE MULLETS ranked second in the time period among male teens (2.3/8), behind only NBC.

THE MULLETS put a super-sized hurt on the premiere of the WB's sitcom "Run of the House," beating it in all key adult demos by +73% among adults 18-34 (1.9/6 vs. 1.1/3), +60% among adults 18-49 (1.6/4 vs. 1.0/3), +36% among persons 12-34 (1.9/6 vs. 1.4/5) and +40% among total viewers (3.5mil vs. 2.5mil).

THE MULLETS extended its lead over the WB's new show in the male demos, including +109% among males 12-34 (2.3/8 vs. 1.1/4), +188% among men 18-34 (2.3/8 vs. 0.8/3), +200% among men 18-49 (2.1/6 vs. 0.6/2) and +44% among male teens (2.3/8 vs. 1.6/5).

While the WB's "Run of the House" skewed female:

At 9:30pm, Run of the House was up sharply over last year's premiere in the time period (Off Centre 9/19/02). The new family comedy built +80% among females 12-34 (1.8/6), +40% among women 18-34 (1.4/4), +86% among women 18-49 (1.3/3), +25% among adults 18-49 (1.0/3) and +8% among persons 12-34 (1.4/5). The show scored particularly well among teens (2.2/9, up +38%) and female teens (2.8/14, up +115%). Run of the House also ranked #1 in its time period among female teens and #2 among teens.

The Frog was also especially proud of new entry "Steve Harvey's Big Time" and the season premiere of "What I Like About You":

The debut of Steve Harvey's Big Time at 8:00pm on Thursday, September 11, delivered growth versus last year's time period premiere (Family Affair 9/12/02) in persons 12-34 (1.6/6, up +7%), males 12-34 (1.3/5, up +8%), adults 18-34 (1.5/5, up +15%), men 18-34 (1.4/6, up +56%), men 18-49 (1.1/4, up +22%) and female teens (2.4/12, up +14%). Steve Harvey's Big Time ranked #1 in its time slot in female teens (2.4/12). Compared to the season time period average, Big Time was up across nearly every key demo, including +33% in persons 12-34, +36% in adults 18-34 and +40% in adults 18-49.

Steve Harvey's Big Time grew from the first half-hour to the second half-hour across the board in the key demos of 12-34, 18-34, 18-49 and teens.

At 9:00pm, the season premiere of What I Like About You improved significantly over last year's premiere of Jamie Kennedy Experiment in the time period (9/19/02) across all female demos, with a +33% gain in both females 12-34 (2.0/7) and women 18-34 (1.6/5), and a +18% increase in women 18-49 (1.3/3). Female teens (3.0/14) found the show in its new Thursday time slot, building +30% over both the JKX premiere and the series' year-ago premiere in that key target demo. What I Like About You ranked #1 in its time period in female teens (3.0/14) and #2 in teens (2.4/10).

  [september 2003]  


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