Wednesday, January 11, 2017
The survey that should scare the shit out of anyone in TV
BLACKISH finished second best. 29% have watched it (although it doesn’t say whether they still watch or sampled it once), another 53% have heard of it but haven’t seen it, and only 18% have never heard of it. Kudos to ABC.
GAME OF THRONES has been seen by 26%, another 68% have heard of it, and only 6% have never heard of it. Boy, that’s a big percentage of folks who’ve heard of it but have no desire to check it out.
STRANGER THINGS is this so-called viral hit on Netflix. Only 15% have seen it (still pretty good for a streaming service), 37% know about it but aren’t seemingly interested, and 48% has never heard of it. Almost half the population doesn’t know this zeitgeist darling exists.
WESTWORLD has been seen by 12%, another 36% are aware of it, but 52% have never heard of it. That’s a pretty high number for an HBO show.
Then things get really shocking. VEEP. It wins Emmys for Best Comedy. Julia Louis-Dreyfus wins Emmys every year. Big comedy hit, right? Are you ready? 6% of the population has watched an episode of VEEP. 38% know of it but haven’t watched, and despite all the hype and Emmys and HBO and the fact that it’s in its sixth or seventh season – a whopping 56% of Americans have never even heard of it. Wow. Just… wow.
But wait. It gets worse. Way worse.
THE CROWN won the Golden Globe for Best Drama. 5% of the audience has seen it. 24% has not seen it but knows of it. And 71% of America has never even heard of it. 71% of the audience has never heard of the Best Drama (according to the Golden Globes).
ATLANTA won Best Comedy. 3% have seen it. Another 28% have heard of it (although how many of those thought they were asking about the city?), and 69% were clueless of its existence.
Okay, now let’s get to those shows we’re told are groundbreaking and game-changing. Hold onto your hats.
Let me reiterate – this is an independent study by a company that studies media and determines the best uses of advertising.
Finally, there’s MOZART IN THE JUNGLE. 2% have seen it. Only 15% know about it but have yet to watch. And a staggering 83% of Americans have never heard of it.
What can we conclude? Niche shows have tiny audiences. Even excellent niche shows. I’m still gobsmacked that after all this time, 2/3rds of the population have never even HEARD of TRANSPARENT. I get that many don’t watch it. Amazon is not one of the biggies (yet). But how can so many people not even know it exists?
And the big takeaway is the disconnect between critics and viewers. It used to be that winning awards elevated shows awareness. CHEERS winning Best Comedy its first year resulted in way better ratings. Now it means nothing. And I don’t know what TRANSPARENT and VEEP can do to get on peoples’ radar.
Television needs HITS. REAL hits. Not media darlings, not underground favorites. Shows that people WATCH. Or at least KNOW. When no one is interested in even the so-called best that television can produce, it’s time to really take a hard look at what is being produced, how it is being promoted, and maybe (as a last resort) what the viewer WANTS to see. Maybe your show is excellent but it’s not what the population wants. Could it be that THE BIG BANG THEORY is really the Best Comedy of the Year? And GREY’S ANATOMY is the Best Drama? I bet you've heard of them.