Chapter 51: Make the most of it
In 2000, TV was still the main way of entertainment in people's daily life. Not to mention streaming media, even the Internet was in its infancy. Naturally, the ratings of TV programs were at a peak.
There are two main sets of data to measure the success of a series.
First, the number of viewers.
Literally, it means how many people out of the 300 million people in North America have watched this show. At the moment, 10 million is the baseline for measuring excellence.
Second, ratings.
Specifically refers to the viewing proportion of mainstream consumer groups aged 18 to 49. This set of data is not a specific number, but a ratio.
Assuming that the current number of people aged 18 to 49 in North America is 100 million, the ratings are also a percentage, 1% and 2%, which represent one million and two million major consumers respectively. The group watched the show.
Currently, 3.0 (that is, 3%) is the bottom line for popular dramas. For advertisers, the higher the data, the better, because it also represents the attention of the consumer group. The higher it is, the more naturally they are willing to increase their sponsorship.
So, when interpreting the ratings, how should we open it correctly?
A simple example is the most intuitive. Taking the broadcast season from 2012 to 2013 as an example, we list three familiar dramas for horizontal comparison.
"The Big Bang Theory", ratings 5.5, 17 million viewers.
“Jesse Is Here” has a ratings of 2.2 and 4.3 million viewers.
"Basic Interpretation Method" has a ratings of 2.2 and 10.8 million viewers.
How to compare the three drama series?
From 2012 to 2013, the number of people aged 18 to 49 was 126.54 million. This is a basic reference value.
So, the viewing figures can be interpreted this way.
"The Big Bang Theory", the number of viewers between the ages of 18 and 49 is "120.6 million times 5.5%", which is 6.95 million; and the total The number of viewers was 17 million. After subtracting 6.95 million, this means that the number of viewers in other age groups is about 10 million.
The difference between the two sets of numbers is not big.
Conclusion, this is a drama that is loved by all ages and can be called a national comedy.
Same reason.
"Jesse Arrives" had 2.78 million viewers aged 18 to 49, but only 1.53 million viewers in other age groups. This is a movie A typical youth drama enjoyed by young people.
"Basic Deduction Method", the number of viewers between the ages of 18 and 49 was also 2.78 million, but the number of viewers in other age groups was 8.05 million, this is also the drama The reason why it is called an "old people's drama", and CBS, which broadcasts the series, is also nicknamed the "old people's station".
Above.
Measurement and judgment of the success of a drama series requires reference to many factors, but for a public station where "advertising is life", the importance of ratings is self-evident, so despite the "basic interpretation "Law" had higher viewership numbers, but "Jesus Is Driving" was always going to have an easier time renewing.
My eyes returned to "Friends".
As of 2000, the peak of "Friends" came from the Super Bowl in February 1996. The episode that was aired after this top event had a viewership of 52 million. The ratings were 28.2.
That is an unattainable height.
In the past two years, the ratings of "Friends" have dropped significantly, and its appeal to new viewers has declined, but loyal viewers remain die-hard.
In this year’s sixth season, the peak ratings were in the first episode, because everyone was curious about Ross and Rachel’s follow-up, and it created outstanding results of 27 million viewers and 15.0 ratings in one fell swoop. This once again proves that "Ross and Rachel" are still the most powerful ratings magic weapon of "Friends". No wonder the screenwriters toss them again and again.
However, after that, the results slowly declined.
Of course, it cannot be said to be bad, far from it. The number of viewers has been stable between 20 million and 23 million, while the ratings have been hovering around 10.0. There is no doubt that it is still at the top of the ratings. The first echelon of strong ones, but compared to "Friends" itself, this performance is unsatisfactory.
From the perspective of ratings and number of viewers, "Friends" is a typical national comedy that is suitable for all ages. If we simply discuss numbers, "Everybody Loves Raymond", "Seinfeld", "Family Comedy" "Friends" and other dramas can compete with each other, and even surpass "Friends" in weekly ratings. However, in terms of advantages across all age groups and its influence on audiences across the country, "Friends" is at the forefront. This is the drama. The greatest magic weapon of collection.
It is precisely because of this that NBC has higher expectations for "Friends"; similarly, David Klein also has more ambitions for the future of the series——
The performance in the sixth season was not top-notch, and if they want to break the salary structure, they need to perform better.
The finale of Chandler and Monica, this is David Klein's first trump card, but it is not enough, and he clearly knows this.
For this period of time, David Klein has been thinking about solutions, and then, by coincidence, an unexpected opportunity appeared in front of him -
Anson.
On the one hand, it’s Anson’s own charm, on the other hand, Marta arranged Anson into Ross and Rachel’s relationship, and there’s also Anson’s performance on the set. Different factors collided together like this. .
David Klein had an idea. Since Anson has been brought on, why not take advantage of this accident?
If Anson can become a hit, if ratings and viewership can pick up, then David Crane can prove the ability of "Friends":
The series is still full of energy, still Able to make stars.
Not only relying on the charm of the six fixed cast members, an unknown new actor can also win attention and become a topic through the platform of "Friends". The influence of the series on the main consumer groups still exists.
NBC should see this. "Friends" not only has a stable ratings performance, but also has explosive power and a particularly far-reaching influence.
Similarly, advertisers should also see this. If Anson can become popular, their products can also easily win huge attention.
This is the biggest advantage of "Friends" compared with other comedies. Why are other dramas better in word-of-mouth and ratings, and have more Emmy Awards, but everyone in the streets is there? Are we talking about "Friends"?
David Klein needs to remind NBC of this and prove it again.
There is no doubt that he knows clearly that numbers are the most powerful bargaining chip at any time, but the problem is that the number of viewers and ratings cannot be controlled, but the media can create momentum, so he can definitely Play both ways and seize this opportunity to take control as much as possible.
A plan took shape in David Klein's mind.
Of course, the plan may not succeed, but even so they have nothing to lose. Anyway, Anson is just a newcomer and there is no collateral damage; and they can always rely on the two-episode season finale of Episode 24 and Episode 25 to open up the situation. , becoming the main bargaining chip in negotiations.
This is just the icing on the cake.
But what if it succeeds?
The report by the "Los Angeles Times" is just a small step, coming from David Klein's handiwork, with a little effort.
But David Klein did not lose his composure too hastily, and eagerly laid out the story in full, leaving only the "Los Angeles Times".
He still needs to see the numbers before he can proceed with his plan.
(End of this chapter)