Growing ‘Desperate’: Red-hot ratings set records
New York Daily News
November 14, 2004
Viewers are falling hard for a group of "Desperate Housewives." An
estimated 24.9 million of them tuned in last Sunday for ABC’s red-hot drama, giving the
new series its largest audience yet. It was also the biggest audience for any scripted show
on ABC since the May 2000 farewell episode of Michael J. Fox on "Spin City."
No wonder. During the course of an hour, viewers got to see:
"I honestly think ‘Desperate Housewives’ is one of those shows that taps into the
sentiment ordinary Americans feel," says Stacey Lynn Koerner, who analyzes viewing
patterns for ad buyer Initiative Media. "It’s slightly over the edge of what the normal
person would do, but it’s certainly plausible."
Indeed, "Desperate Housewives" has connected with viewers in a way no ABC
drama has in a decade and in a way few scripted shows have since reality TV hit big.
To that end, the upward viewing trend for "Desperate Housewives" mirrors that of
early "Survivor" and "Who Wants to Be a Millionaire." Each generated
extensive watercooler chatter as folks discussed the previous night’s show.
"The best television shows have always had those water-cooler moments," says
executive producer Michael Edelstein, citing "Seinfeld," "ER" and
"Sex and the City."
"With reality TV, it’s here; you got to know about it now," Koerner said. "With
scripted TV, you usually don’t fear that."
But viewers are following along in a big way.
Fan Web sites are flooded each night after the show ends with thoughts on plotlines, the characters
and the future.
"You start to feel like you have a relationship and a responsibility with the audience,"
Edelstein says.
Rival networks are also surprised with the show’s performance.
Before the season started, executives at ABC’s competitors believed the show would do well,
grabbing much of the female audience on Sunday night, recalled an executive at another network.
What they hadn’t figured on was how many men were watching as well.
It should be noted, CBS’ "CSI" remains the most watched show this season and had
more than 30 million viewers last week.
But "Desperate Housewives" is rapidly climbing in the rankings.
"It’s not about the angst of young life, it’s about the angst of real life," Koerner says.
"It’s figuring out where you are in terms of the choices you’ve already made. It’s ‘thirtysomething,’
but more domestic."
On TV "Desperate Housewives" will not air today because of the "American Music
Awards" on ABC. The series will return 8 p.m. Nov. 21.
© East Valley Tribune 2004. All Rights Reserved.
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