“The X Factor” Premiere Ratings Look Very Disappointing

Sorry, Simon Cowell. It seems the American audience is more loyal to the “American Idol” brand than the show’s individual judges.

Early overnight metered market ratings floating around suggest FOX’s heavily-hyped import of “The X Factor” garnered just an 8.7 rating last night. Though very solid by scripted series standards, such a number is a massive disappointment for a show that is supposed to represent a television event.

That overnight figure is well below what the Simon Cowell-less “American Idol” averaged this past season signals that the show almost definitely failed to crack 20 million viewers (a number that sources had said was the success measure for the show). Viewership will certainly not rival the 26+ million that tuned into the season ten premiere of “Idol.”

In terms of performance over the two hours, according to TV Media Insights, the show actually peaked in the 8:30PM half-hour, which is not a great sign. “Idol” is known for doing better in its second hour as momentum builds (hour one audiences remain hooked, while new viewers get engaged)–“X Factor” started at an 8.2, built to a 9.2 in that peak half-hour, then fell to an 8.7 and 8.6.

“Modern Family,” which actually beat “The X Factor” in the overnights in the 9PM hour (9.8), provided stiff competition, but that only underscores the FOX show’s disappointing performance. Given the hype and “American Idol”‘s history of beating the ABC comedy, the 9PM struggle speaks to its lack of blockbuster appeal.

At 9PM, “Factor” also lost slightly to “Criminal Minds” (8.9), though the FOX show will win in adults 18-49.

Fast nationals, which will feature measurements of total viewership and the adults 18-49 rating, will tell a better story later this morning, but as of right now, this is very disappointing news for “The X Factor.”