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).
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.