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Upfront TV: HD Ads Untapped | Fox Business Nukes Lineup | Hallmark Weighs Scripted Show

Published on February 10, 2012
  • The bleeding stops at Fox’s “American Idol,” reports Media Life. “Idol” on Wednesday averaged a 6.0 rating among adults 18-49 rating, level with week's 6.0, and taking the night’s top spot; second in place was ABC's "Modern Family" at 5.5. “Idol” has slid 9% and higher in the previous two weeks, still, that 6.0 pales in comparison to last year’s 8.4 in the same week. 
  • No hints as to what the series will be, but Hallmark Channel is considering its first scripted prime-time series, reports Ad Age. Hallmark’s only original content thus far is its movies, and an upcoming 13-episode inspirational series hosted by poet Maya Angelou. To now, Hallmark has essentially surrendered prime time, and Its current prime time lineup consists of episodes of “Little House on the Prairie” and “Frasier.”
  • Fox Business Network has canceled its entire prime-time lineup (all political talk shows), reports the New York Times, effective February 20. The channel averaged 54,000 total viewers in prime time in 2011, while rival business news channel CNBC attracted 228,000 viewers. Gone are “Freedom Watch,” with Andrew Napolitano, “Power & Money,” a business/politics show with David Asman, and “Follow the Money” with Eric Bolling, a strong critic of President Obama. All will stay as contributors, but new shows featuring Gerri Willis, Neil Cavuto and Lou Dobbs (which air in the 5-8pm slot, and with decent ratings) will be rebroadcast.
  • It’s been tough casting finding the new Fred and Lilly, so NBC has pushed back production of its “Munsters” pilot to June, reports Deadline Hollywood. The new version, called “Mocking Bird Lane,” was written by Bryan Fuller of “Pushing Up Daisies,” and reportedly focuses upon Eddie Munster hitting puberty. 
  • High-def ads have yet to catch on among brands, reports Adweek, with notable holdouts like Geico Insurance. Digital media-services company DG estimates that just 16% of TV ads are aired in HD. But Kantar Media research believes that costs advertisers $8.2 billion in impressions per year. Their research discovered that viewers are far more likely to stick with HD spots, and retention for HD spots was 18% higher than those in standard definition. 
  • The Super Bowl analytics continue. Nielsen is reporting that Super Bowl  XLVI set a record for Hispanic viewership, with an average 10.4 million Hispanic fans tuning in, reports TVByTheNumbers. The 10.4 million average viewership marks the second consecutive Super Bowl with at least 10 million Hispanic viewers and a 68% jump from Super Bowl XLI five years ago (6.2 million Hispanic viewers for the Feb. 4, 2007 game).