It's worth noting that the lift from fast nationals to live-same-day for "Hairspray" may be greater than usual, as the show ended at 10:54 p.m. And while the DVR may prove to be a boon for the likes of Oreo, Toyota and Reddi-Wip, all of which were featured in live ads that were integrated within the show itself, time-shifting won't do much to add impressions for marketers that bought inventory during the standard commercial breaks. One agency said it had anticipated at least a 3.2 rating in the C3 currency, the metric that includes commercial deliveries in the live broadcast and three subsequent days of playback. While critics were taken with "Hairspray's" kicky exuberance, the ratings appear to have fallen well shy of media buyers' expectations. The show delivered NBC's biggest non-sports programming night since the 2007 Golden Globes. 5, 2013, as Carrie Underwood and her "The Sound of Music Live!" cast mates helped scare up a mammoth 18.6 million viewers and a 4.6 in the demo. NBC launched the series to great fanfare on Dec.
"The Wiz" marked a tidy rebound from the previous lows set by the December 2014 broadcast of "Peter Pan Live!," which averaged 9.21 million viewers and a 2.4 in the demo. If those numbers aren't adjusted upward in the final live-plus-same-day tally, "Hairspray Live!" will stand as the least-watched, lowest-rated of NBC's four produced musicals.Ĭompared to the year-ago "The Wiz Live!," which averaged 11.5 million live-same-day viewers and a 3.4 in the demo, the "Hairspray" production was down 22% in overall deliveries and off nearly one-third (32%) among the 18-to-49 set.
And if the early ratings are any indication, the network's latest foray into song and dance, an adaptation of the 2002 Broadway show "Hairspray," appears to be on the downward slope.Īccording to preliminary Nielsen data, NBC's three-hour presentation of "Hairspray Live!" averaged 8.92 million viewers and a 2.3 rating in the network's target demo, which works out to 2.95 million adults 18-49. After launching to rave reviews and alpine-high ratings three years ago with its made-for-TV production of "The Sound of Music," results for NBC's annual live musical series have begun to approximate a sine wave - up one year, down the next.
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