To people who work in television, this development is known as “the viewer plunge.” Last spring at the upfronts, a chilling number was widely whispered: 2.5 million fewer people were watching NBC, CBS, ABC and Fox than had in spring 2006. TV executives repeatedly reassured ad buyers that everything was A-O.K., but they also took to kitchen-sinking to explain away the plunge. Daylight Savings Time had come too early. Everyone was using TiVo and the Internet. The rating system is unfair. The war. The economy. The toxins. The bees. But things were going to be great in ’08.
And then came the writers’ strike. Combined with the viewer plunge, it was like the Depression and the Dust Bowl — a double whammy for television and its audience. The strike “orphaned” viewers (as the jargon has it) without their favorite shows, which gave viewers a reason to leave network television entirely. And they did. Sayonara. According to The Hollywood Reporter, most returning shows lost between 10 and 30 percent of the viewers they had before the strike, when ratings for the networks were already low.
It’s not immediately clear what all this means for the upfronts. How do you celebrate your wedding anniversary the year that divorce is imminent? Do you drink alone? Toast to old times?
