December, 15 2006
By: Diego Vasquez
Source: MEDIA LIFE
Edited by: Marcy

Online buzz is not always a good indicator of whether a show will become a hit, as last year’s much-buzzed-about flop “The Apprentice: Martha Stewart” proved.

It can, however, provide insight into why a show flopped. ABC’s “Six Degrees,” for example, apparently suffered from comparisons to “Lost,” which “Degrees” executive producer J.J. Abrams co-created. Viewers were disappointed when “Degrees” turned out to be a bland relationship drama and not a twisty mystery. Meanwhile, Fox’s “Vanished,” which like “Degrees” has been yanked from the schedule, attracted fans of star Gale Harold (“Queer as Folk”), who quickly abandoned the show after his character was killed off. That’s according to a new midseason report from BrandIntel, a consumer research company based in Toronto. By monitoring online discussions, BrandIntel ranked the season’s top 10 TV shows both pre- and post-launch, and it found some pronounced differences. “Vanished” and “Degrees,” both top 10 shows before launch, plunged. Meanwhile, CBS’s “Shark,” ABC’s “Brothers & Sisters” and Fox’s “Standoff” jumped into the top 10. NBC’s “Heroes” ranked No. 1, followed by ABC’s “Ugly Betty” and NBC’s “Studio 60 on the Sunset Strip.” Michael Coristine, market analyst for BrandIntel, talks to Media Life about which shows jumped the most, what TV viewers found disappointing, and why ratings clunkers like “Friday Night Lights” still generate significant online buzz.

Which shows have declined the most from their pre-launch level? Why?

Falling from seventh to 19th, Fox’s "Vanished" experienced the most decline from its pre-launch level.

Before the show premiered, star Gale Harold, formerly of "Queer as Folk," was a significant driver for the show, as females 18-49 and gay males 18-49 were huge supporters when the show was originally picked up. Since premiering, "Vanished" has continued to trend sharply downward.

Viewers complain that the show's plot is slow and the supporting characters were unable to create any significant discussion.

It appears that NBC's breakout hit "Heroes" may have stolen many of the "Vanished" audience who may have been on the fence in terms of giving the show another chance.




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Edited by Marcy