Two main reasons, and they go hand in hand. Summer ratings in the U.S. are the lowest of the year because the weather is good, it stays light later, and really, who wants to watch television when you can do anything else? But come September the nights gets colder, the kinder are back in school, you're broke after taking the family to one Yankee game, and all of a sudden the ol' flickering magic box looks pretty good to you. TV draws its largest audience of the year in the fall.
By September they had us whipped up into a complete frenzy. Think of the crazed anticipation fanboys have for the new Dark Knight movie opening this summer. Now multiply it by a thousand. That was us over the new Corvair '62 and the premiere of PLEASE DON'T EAT THE DAISIES.
Advertisers pay networks based on the size of the audience. So rates are adjusted accordingly.
One difference between now and the early days of TV -- the fall schedule is now locked in in early May. It used to get set in February for a late September start. But that was also when shows delivered 39 episodes a year and not, at the very most, 24. Producers needed that lead time. Of course, back then networks didn't yank shows after only two airings. On the other hand, they never made shows as bad as WORK IT.
But that makes sense because your February begins your Fall. You're pretty much on the same cycle as we are just flipped. So you can expect WORK IT around July. Enjoy! Meanwhile, I'm bringing THONG CHALLENGE back to the U.S.