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The much-buzzed-about show Studio 60 on the Sunset Strip premiered to respectable audiences, but then lost 30 percent of that audience over the next two weeks, despite hot reviews and strong media buyer support.
Many of those media buyers think the show is the best of the new season, according to Media Life. In a Media Life survey on whether NBC should be concerned about the ratings drop, media buyers believe the drop was to be expected and that Studio 60 will bounce back and become a hit show.
Nearly 90 percent of media buyers polled said they watched the premiere, and 78.7 percent continue to watch the series. Nearly two thirds said they were not concerned with the decrease in ratings, agreeing with the statement Media Life posed this way: “I figured it would get decent sampling and then settle down to a smaller but loyal audience. It still has strong ratings among upscale viewers, which is what you want from a show like this.”
Still, 39.4 percent said that the ratings drop is “very alarming to me.” Forty-six percent say the show will regain audience over time, and that after Monday Night Football is over, the show will find new loyalists who catch up online or via TiVo.
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