2008-09 TV Season

Television Week checked how the networks did on the 2008-09 TV season:

THE CW

Data dive: Looking at the network’s core programming block of Monday-Thursday, The CW is up 8% in adults 18-34 (1/3/4) and ahead by 6% in women 18-34 (1.7/5), its target demographic. Among all adults 18-34, on every night it programs, The CW is averaging a 1.0/3, down 9%. The decision to dump wrestling has hurt the network’s overall numbers.

Freshman series: The network poured all its energies into launching the new “90210,” and the effort paid off with a huge debut. Since then the show has faded a bit, but it has improved the network’s Tuesday ratings by 47% in adults 18-34 and has already been renewed. Fellow fall newcomer “Privileged” didn’t fare as well, but it has fans at the network. Reality show “13: Fear Is Real” was dead on arrival, as was a Sunday night lineup leased by Media Rights Capital.

Long-term assets: “Gossip Girl” exploded in season two, gaining 32% in women 18-34. "One Tree Hill," in its sixth season, managed a 15% uptick in the same demographic, while Thursday player “Supernatural” gained 8%. “Smallville” and “America’s Next Top Model” are hanging in there, but “Reaper” and “Everybody Hates Chris” were down notably in women 18-34.

Internal affairs: Dawn Ostroff still oversees the entertainment division, with input from co-owners CBS Corp. and Warner Bros.

Self-evaluation: “The real goal of the year for CW was launching franchises, and we did that with ‘90210,’” Mr. Kahl said. “We knew by getting rid of wrestling, it was going to be tough to see plus signs. But it didn’t fit the brand.”

Overall grade: B-. The CW is surviving, which, given the odds against it, is impressive.

Source: Television Week.