| MTV Sees Ratings Slip |
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May 3, 2005
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With the departure of The Osbournes, Newlyweds: Nick & Jessica and The Ashlee Simpson Show, MTV is finding itself in a bit of a ratings slump. The network's new shows, such as Meet the Barkers and Cameron Diaz's Trippin', have not matched the ratings success of their reality predecessors, and even the old standby, The Real World, has lost some of its power.
An article from the Hollywood Reporter notes that while the first quarter notched MTV's eighth straight first-quarter growth period, the network saw its 10 to 11 p.m. showcase, The 10 Spot, drop off, decreasing by 10 percent to 1.14 million in the 12-34 target demographic from last year. In April, The 10 Spot's drop grew to 22 percent and its total-day ratings dipped by seven percent. Meanwhile, Newlyweds' ratings fell by 29 percent to 1.5 million in 12-34 in the first quarter from the previous season, and The Real World had a similar decline.
As for MTV's newer shows, Power Girls, featuring notorious publicist Lizzie Grubman, was down more than 40 percent in 12-34 in its time slot from the previous year. Meet The Barkers is flat by the same measurement but down 33 percent in the vital demo of ages 12-17.
However, MTV Networks President of Entertainment Brian Graden is not panicking. "We seem to have made such a disproportionate amount of noise over the last few years, so much so that I worry a show could overshadow the bigger idea of MTV," he told the Hollywood Reporter. And even though MTV has ordered five more seasons of the struggling Real World, Graden says the show's ratings have dipped before, only to experience a strong rebound. "I'd have to see two or three seasons do something in pattern before I'd worry," he said.
Despite the drop off, MTV still leads the pack in the 12-34 demo, with seven of the Top 20 shows this past week. Punk'd and Pimp My Ride are still popular, and later this year MTV will begin airing a new Nick Lachey show centering around the making of his next album, as well as That '70s House, about a group of teens living in a time-warped house.
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