Why Do TV Networks Renew Low-Rated Series Despite Poor Ratings?

TV networks often face the challenge of deciding whether to renew a show that receives low ratings. While the 18-49 demographic is a crucial factor for advertisers, networks consider various other aspects before making a renewal decision. Let's explore the reasons behind their choices.

1. Cult Following

Some shows develop a passionate fan base that, although not large, is highly engaged. This dedicated following can translate into strong word-of-mouth promotion and merchandise opportunities. Fans' enthusiasm can keep the show afloat and generate buzz, even in the face of poor ratings.

2. Critical Acclaim and Awards

A series might receive critical praise, which can enhance the network's reputation. Awards and nominations can also attract viewers and bolster the network's brand. Networks often value shows that have garnered critical recognition, as it can help elevate the network's overall reputation.

3. International Sales and Revenue Potential

International markets offer the potential for increased revenue. Networks may see a show's appeal in countries where it could perform better. Selling the show to international markets not only diversifies the revenue streams but also expands the show's reach and influence.

4. Streaming and On-Demand Views

The rise of streaming platforms has changed the landscape for networks. Digital views, including those from streaming services, are often considered in renewal decisions. A low-rated show might perform well on streaming services, boosting its overall value and making it more attractive for renewal.

5. Demographics and Advertising

Even if a show has low overall ratings, it might still attract a desirable demographic for advertisers. Networks consider whether the show appeals to audiences that are sought after by advertisers. This demographic value can make a low-rated series financially viable.

6. Creative Potential and Skill

Networks may believe in the creative team behind a show and see potential for improvement in future seasons. They might give the series another chance to find its footing, believing that with better scripting, direction, or simply time to mature, the show could perform better.

7. Scheduling and Programming Strategy

Sometimes a show fits well within a network's broader programming strategy. It might fill a niche or complement other shows in the lineup. Networks often consider how a show fits into their overall strategy, ensuring diversity and balance in their programming.

8. Cost Efficiency and Profitability

If a show has low production costs, it might still be profitable even with low ratings. Networks weigh the financial health of a show against the potential for losses. Cost considerations often play a significant role in renewal decisions.

Strategic Decisions and Long-Term Goals

Networks may want to maintain a diverse slate of programming. Renewing a low-rated series can help achieve this goal, ensuring that the network remains attractive to a wide range of viewers and advertisers. Strategic decisions often involve a blend of these factors.

In summary, while ratings are a critical factor, networks consider multiple aspects before making a renewal decision. The 18-49 demographic is indeed a significant consideration, but it is not the only one. Networks balance short-term financial considerations with long-term strategic goals, aiming to create a sustainable and engaging lineup of shows.

This holistic approach helps networks navigate the complex landscape of television in an era where ratings are just one part of the equation. By understanding and addressing these factors, networks can make informed decisions that benefit both the viewers and the advertisers.