Advertising, Marketing & Media Issues

Business Environment

Demographics & Regions

Media Options & Channels

Sales, Operations & Tech

Verticals & Sectors

Subscribe to Media Buyer Daily

Join our LinkedIn group Follow us on Twitter Read our RSS newsfeed

Upfront TV: “Dead” Draws 9M | “Frozen Planet” Draws 27M | Lifetime’s “Magnolias” Reboot

Published on March 20, 2012
  • Sunday night’s season two finale at 9 P.M. EST of AMC’s original series “The Walking Dead” took in 9 million viewers, for a growth of more than 50% in total viewers over season one, and for the highest rated episode in series history. It delivered a 5.8 household rating. This, claims the network, makes “The Walking Dead” the number one drama series in basic cable history for key demos including Adults and Men 18-34, Adults and Men 18-49, and Adults and Men 25-54. The season wrapup makes room for "Mad Men," which re-ups on March 25th; AMC has aired numerous zombie-themed commercials for "Mad Men" during "Walking Dead," showing the "Mad Men" characters shambling drunkenly. Time will tell if viewers will return to "Mad Men" after an 18-month hiatus.

  • Family-friendly advertisers, take note: ABC has scheduled its annual Easter-season broadcast of Cecil B. DeMille’s “The Ten Commandments” as an “ABC Special Presentation” on Saturday, April 7, from 7 P.M. to 11:44 P.M. ET. The 1956 biblical epic stars Charlton Heston as Moses, Yul Brynner as Pharaoh, Anne Baxter as Queen Nefretiri, Edward G. Robinson as the overseer of the slaves and Yvonne DeCarlo (best known as Lily Munster) as Moses’ wife. The 2011 airing took a fair ratings share of 1.6, with 7.05 million viewers.
  • More family-friendly news. Discovery’s March 18th at 8 P.M. ET/PT premiere of the 7-part docu-series “Frozen Planet” was watched by 26.7 million people, or 9.2% of the country, reports TVByTheNumbers. This seven-part series offers the “ultimate portrait of our earth’s polar regions.” Among all simulcast partners in the Discovery Communications portfolio – Discovery, TLC, Animal Planet, Science, ID, Velocity and Discovery Fit and Health – collectively the networks were up +72% vs the prior six-week timeslot, with Discovery Channel up 260% while delivering 3.51 million viewers (L+SD, P2+). Discovery Channel was up 198% among P25-54 L+SD ratings/delivery. “Frozen Planet” also captured audiences across media, as the “Frozen Planet” fansite has garnered nearly 50 million page views to date, and inspired more than 41,000 Tweets. The Sunday, March 25th at 8 p.m. ET/PT episode will take audiences through summer at the poles, featuring polar bear cubs get their first “swimming lesson” in the Arctic Sea.
  • Golden Globe and Grammy winner and Academy Award nominee Queen Latifah has signed on to star in and executive produce the Lifetime Original Movie Event, “Steel Magnolias,” the network says in a press release (via TVByTheNumbers). "Magnolias" is a TV adaptation of the iconic play and 1989 film. The play and film centered around an all-white cast of genteel southern women, while this retelling features an all-black cast. Latifah work with producers Craig Zadan and Neil Meron, from the Oscar and Golden Globe winning “Chicago” and “Hairspray.” Latifah will take on the role of ‘M’Lynn’ (played in the ’89 film by Sally Field), playing alongside an all-star cast including Alfre Woodard as ‘Ouiser,’ Phylicia Rashad as ‘Clairee,’ Jill Scott as ‘Truvy,’ Adepero Oduye as ‘Annelle’ and Condola Rashad as ‘Shelby.’ Production begins in April in Atlanta, Georgia, with a debut this fall on Lifetime.
  • Fox has released its 2011-2012 season finale air dates.  In order, they are:  "Q’Viva! The Chosen” wraps up on Saturday, April 7, 8 P.M. 10 P.M. “Raising Hope,” Tuesday, April 17, 9:30-10:00 P.M. “New Girl,” Tuesday, May 8, 9:00-9:30 P.M. “The Finder,” Friday, 11, 8:00-9:00 P.M. “Fringe,” Friday, May 11, 9:00-10:00 P.M. “American Dad,” Sunday, May 13, 9:30-10:00 P.M. “Bones,” Monday, May 14, 8:00-9:00 P.M. “The Simpsons,” Sunday, May 20, 8:00-8:30 P.M. “Family Guy,” Sunday, May 20, 9:00-10:00 P.M. (One-Hour Season Finale). “House,” Monday, May 21, with an 8:00-9:00 P.M. retrospective and a 9:00-10:00 P.M. series finale. “American Idol,” Tuesday, May 22, 8:00-9:00 P.M. (Pt. 1 – Final Performance Round). “Glee,” Tuesday, May 20, 9:00-10:00 P.M. “American Idol,” Wednesday, May 23, 8:00-10:07 P.M. (Pt. 2 – Grand Finale)