Last month, the CW gave all of its new fall series orders for additional scripts at the same time. And now the network is keeping its freshman class intact, giving all three series, dramas The Originals, The Tomorrow People and Reign, full-season orders. The Originals has been one of the success stories this fall. The Vampire Diaries spinoff, which opened so-so after the mothership series, has thrived in the Tuesday 8 PM slot, averaging 0.9 among adults 18-49 and over 2 million viewers in Live+same day. Despite being the only one of the newbies to air without an established lead-in, it is the highest rated of the bunch. The other two, The Tomorrow People and Reign, both have been very stable, logging a 0.6 18-49 rating for the past few weeks, Reign even maintaining the rating when its lead-in, TVD, plummeted because of a New York pre-emption. The CW’s new shows also have been strong DVR and digital performers. The network’s digital streaming of full episodes is up 50% season to date versus last season, and The Originals, The Tomorrow People and Reign see 84% more digital viewing than The CW’s new series last fall. The soapy Reign and similarly female skewing sophomore The Carrie Diaries have been getting particularly strong traction in digital viewing.
Additionally, both Reign and Carrie have been gaining younger viewers. (Despite being a midseason entry last season, Carrie Diaries is not awaiting a Back 9 order as it was picked up for a limited fall run and the CW will likely wait until the spring to decide on a potential third season.) “In just a few seasons, we have built a much stronger primetime schedule,” said CW president Mark Pedowitz. “Our on-air ratings are up year to year, and our digital viewing continues to grow exponentially.” Season to date on-air, The CW is up 9% year to year in total viewers, up 10% among adults 18-49, and is flat year to year in both adults and women 18-34 in most current Nielsen ratings. With DVR usage and digital viewing continuing to gain ground, 31% of The CW’s total broadcast audience now comes from time-shifted viewing after the original airdate. 40% of The CW’s total overall audience for its season premieres this fall came from digital viewing. Of the three newly picked up series, two, The Originals and The Tomorrow People, are executive produced by Julie Plec who also exec produces TVD. Her fellow Tomorrow People EP Greg Berlanti, also has Arrow, which serves as a lead-in for his new series.
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