Update: Down 20% in the overnight household ratings, episode two of ABC’s “black-ish” endured an even more dramatic drop in the coveted adults 18-49 demographic.
Wednesday’s broadcast delivered a 2.6 adults 18-49 rating, which marked a decline of 21% from the premiere number. A very significant drop–and one that exceeds that endured by lead-in “Modern Family” (which fell by 5% to a 3.7)–it does not reflect favorably on reaction to the premiere.
The story was even worse in the total viewership column. There, “black-ish” suffered a 25% drop to settle at an average audience of 8.29 million. Lead-in “Modern Family” fell by 7% to 10.56 million.
Earlier in the night, ABC offered “The Middle” (2.0, 7.42 million) and “The Goldbergs” (2.3, 7.09 million). It closed its evening with 10PM drama “Nashville” (1.6, 5.34 million).
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While still very much in the competitive mix from an overnight ratings standpoint, ABC’s “black-ish” predictably endured a decline in week two.
After premiering to a strong 7.6 overnight household rating last week, “black-ish” delivered a 6.1 for the follow-up airing.
That same 20% decline might not manifest in the adults 18-49 and total viewership numbers, but the figures surely will reflect a decline of some sort when they become available later Thursday morning.
As far as the overnights go, the drop is significant enough to delay the crowning of “black-ish” as a surefire, long-term hit but moderate enough to halt the immediate sounding of the alarm.
Despite the decline, “black-ish” still ranked as the number two program in its timeslot. It lost to CBS’ “Criminal Minds” but bested NBC’s “Law & Order SVU,” FOX’s “Red Band Society” and The CW’s encore programming.
Lead-in “Modern Family,” which posted the same 7.6 as “black-ish” last week, drew a 7.4 household rating this week.
Earlier in the night, ABC offered “The Middle” (5.2 overnight household rating) and “The Goldbergs” (4.9). It closed its evening with low-rated “Nashville” (3.9) in the 10PM hour.
