Posted:
09:43:27 on December 02 2001
By: Steve Krutzler
Dept: Enterprise | www.stenterprise.com
It didn't take a visitor from the distant future to predict that the fifth STAR TREK series would help UPN dramatically in the new television season. ENTERPRISE, which has reached solid footing in the ratings wars, has been unambiguously declared a success for the struggling network and the numbers prove that UPN is surging.
According to Marc Berman's November Sweeps round-up at MediaWeek, the network's viewership is up 7% from a year ago--nearly 4.53 million viewers--with a monthly average rating of 2.9/5. In key demographics, the numbers are even better, with an 11% surge in the adult 18-34 (2.1/6) and 18-49 (2.0/5) categories.
The media analyst calls ENTERPRISE a winner for the Sweeps period, the first of the season's three stretches that help determine advertising rates for the television networks. Another boost for UPN has been the addition of BUFFY THE VAMPIRE SLAYER, which has improved on its ratings from the WB and helped solidify UPN's weekly schedule. But even more important for UPN is the fact that its squarely defeating its nearest competitor the WB in overall viewers and key demos.
Talking to Zap2it, UPN chief operating officer Adam Ware says he's pleased that UPN has managed to ciphon away some of the WB's mostly-female viewership while not getting piegon-holed: "We have really become the new destination for young adults -- not just women, but men and women."
Network president Dean Valentine says the network has met all of his goals for the new season, from successfully launching ENTERPRISE and BUFFY, securing the 8 o'clock timeslot with solid performers, increasing advertising revenues, growing in adult demos across the whole week, and branding itself as an "alternative destination" for young television viewers. Says Valentine, "Now with the end of November sweeps, I'm pleased to say we've achieved all those goals, and then some."
According to Zap2it, this November was the best Sweeps period for the network since 1997 and the best ever since the network expanded to five nights of programming. But the key here is that new success is coming from a variety of shows across the board, rather than one or two stellar performances such as last year's near-total reliance on WWF SMACKDOWN!.
In fact, the only major letdown for UPN this season has been its other WB-acquiree, ROSWELL, which hasn't had a very impressive showing. Valentine says a decision on its future will be made soon, and jokes that he hopes the WB will cancel the BUFFY spinoff ANGEL so UPN can pick it up as part of its deal with 20th Century Fox, which requires the network to take it under those circumstances.
For Zap2it's article, check out this page. For MediaWeek's article, check out this page.
(And thanks to TrekToday and their reader Doug Wilson for digging up some of this piece).
See Also: STENTERPRISE.com
Mission Logs
