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Premiere Ratings

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The ratings weren't spectacular, but it was up against some strong competition.  I think the ratings will grow as word gets out, and I think Fox will keep it going because they have so much money invested in it.  Here's the detail:


In series-premiere news, the two-hour launch of Fox reality/competition “Utopia,” which features 15 individuals who leave their everyday lives and move to an isolated, undeveloped location, debuted with a modest 3.5/ 5 in the household overnights from 8-10 p.m.  While we have to reserve final judgment until the variety of other benchmarks are available (see descriptor above), immediately alarming was a decline in each half-hour and retention of only 39 percent from football post-game “The OT” at 7:30 p.m. (#1: 8.9/16).  Here is the half-hour breakdown for “Utopia”:
8:00 p.m.: 4.4/ 7 (#3)
8:30 p.m.: 3.3/ 5 (#3)
9:00 p.m.: 3.1/ 5 (#3)
9:30 p.m.: 3.0/ 5 (#3)
The first half of “Utopia,” in addition, trailed competing “Big Brother” on CBS (#2: 4.4/ 6) by 12 percent. While these opening overnight ratings are nothing to boast about, Fox reportedly has tallied more than one million online views during the first four days of live streaming of “Utopia.”  The average viewer watched for 13 minutes per day when the site went live last Friday, and rose to 23 minutes per day by the fourth day.  “Utopia” debuts it the Tuesday 8 p.m. hour tomorrow, and airs in the Friday 8 p.m. hour this week.
In the 7 p.m. half-hour on Fox was NFL Football coverage at a dominant 15.6/26.
Elsewhere, granddaddy “60 Minutes” on CBS scored a second-place 6.0/10 in the overnights at 7 p.m., leading into aforementioned “Big Brother” at a 4.6/ 7 at 8 p.m. (#2), which was 24 percent above the 3.7/ 7 one week earlier. 

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