2010-11 adults 18-49 low/average/high: 0.8/0.99/1.3
Rating the Ratings: This season of Supernatural may be the single best piece of ratings evidence in recent years that it's possible for a show to make a successful transition to Friday. While most recent cases have dropped 30%+ year-to-year in their moves to Friday (including longtime teammate Smallville, down 37% in its first Friday season), Supernatural dropped a mere 19%. That's only a little bit more than the viewing level decline from timeslot to timeslot, meaning we can probably estimate the show would've only dropped a touch if it'd stayed on Thursday. Its average was 93% of Smallville's average rating, easily Supernatural's best retention in the long history of that pairing. So this show whose demographic breakdown looks nothing like the CW's ideal ekes out yet another season, and it'll be joined on Friday by Nikita in fall 2011. Grade: B.
Here's the now updated War of 18-49 post for Supernatural.
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