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Ratings: “Younger” Starts Slowly on TV Land But Receives Nick at Nite Boost (Updated)

Update: The ratings for TV Land’s back-to-back “Younger” broadcasts were not pretty. The series premiere, which aired at 10PM, drew a mere 0.17 adults 18-49 rating with 504,000 viewers. The follow-up, which occupied the 10:30PM slot, drew a slightly better 0.18 adults 18-49 but a weaker viewership average of 463,000.

Luckily, the TV Land performance does not tell the whole story. The “Younger” premiere was also broadcast on Nick at Nite and Nick Jr. and thus reached a much larger audience than is reflected by the aforementioned numbers.

The 10PM episode drew a 0.16 adults 18-49 rating with 662,000 viewers on Nick at Nite and a 0.04 with 200,000 viewers on Nick Jr. The 10:30PM installment scored a 0.16 with 588,000 viewers on Nick at Nite and a 0.03 with 144,000 on Nick Jr.

Across all three networks, the premiere episode posted a 0.37 adults 18-49 rating 1.366 million viewers and the follow-up drew a 0.37 rating with 1.195 million viewers.

While certainly better than suggested by the TV Land-only data, the modest performance is still far from a slam dunk given the hype. The fact that “Younger” lost viewers in its second half hour is not an especially encouraging sign (although the adults 18-49 rating did hold steady across the hour), and there is no guarantee that those who tuned into the program on Nick at Nite and Nick Jr. will seek out future TV Land airings. (Update: The latter point may not be as relevant as it first appeared. Listings say “Younger” will air concurrently on TV Land and Nick at Nite for at least the next two weeks)
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TV Land does not appear to have a new hit in “Younger,” which got off to an underwhelming start Tuesday night.

The series premiere episode, which occupied the 10PM timeslot, drew a soft 0.17 adults 18-49 rating with 504,000 viewers. A second episode, which directly followed at 10:30PM, attained a 0.18 rating and 463,000 viewers.

Performance in other key demos was similarly disappointing. The 10PM installment posted a 0.19 in females 12-34 and a 0.11 in adults 18-34, while the 10:30PM edition managed a 0.18 in females 12-34 and a 0.10 in adults 18-34.

Barring the early “Hot in Cleveland” episodes, the TV Land original programming slate has not been known for delivering strong ratings. The opening night “Younger” performance–which theoretically benefited from a curiosity spike–is unremarkable even in that modest context.

Written by Brian Cantor

Brian Cantor is the editor-in-chief for Headline Planet. He has been a leading reporter in the music, movie, television and sporting spaces since 2002.

Brian's reporting has been cited by major websites like BuzzFeed, Billboard, the New Yorker and The Fader -- and shared by celebrities like Taylor Swift, Justin Bieber and Nicki Minaj.

Contact Brian at brian.cantor[at]headlineplanet.com.

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