FX president John Landgraf did something network presidents rarely do – he got on the phone with reporters today to discuss the reasons behind FX’s decision to cancel the Shawn Ryan/Ted Griffin praised but low-rated series Terriers after one season. A lot had been said about the marketing campaign for the show, with some complaining that the billboards featuring the gnarling dog may have been misleading and thus responsible for the buddy detective show’s low-rated launch. Landgraf said that those billboards were only used in Los Angeles and New York, and, 3 weeks into the series’ run, he ordered a study with 600 people who had not seen the show that examined the effectiveness of Terriers‘ TV promos that had dominated the series’ marketing campaign. The testing showed that the promos “represented the show extremely well and explained very well what it was about,” Landgraf said. “From my standpoint, the marketing department of FX has taken a little bit of unfair knocks for the lack of performance of the show. I don’t think there is anybody to blame. It’s hard to explain why people didn’t watch.” One of his theories is Terriers‘ “subtle charm,” which certainly “doesn’t describe pop content” in today’s era of laud shows like Jersey Shore, Sons of Anarchy and The Walking Dead. Landgraf said that he parsed through the show’s ratings (Even if it had doubled its numbers for the first season, Terriers would still …
It Wasn’t The Marketing: FX President John Landgraf On Why ‘Terriers’ Didn’t Work FX has made it official – there will be no Season 2 of Terriers. The Shawn Ryan/Ted Griffin drama, which last week wrapped its freshman run, ranked as the lowest rated first-year drama series on FX ever with an average of 970,000 viewers tuning in for the original telecasts, 509,000 of them in the adults 18-49 demographic, corresponding to a .49 demo rating.
FX’s drama Terriers ended its disappointing freshman run last night with 784,000 total viewers tuning in for the season finale, 405,000 of them in the adults 18-49 demographic. That was the third most-watched episode of the season and the fourth highest-rated in adults 18-49 despite the fact that the finale of the Shawn Ryan/Ted Griffin series had the show’s highest-rated lead to-date, the broadcast premiere of Tropic Thunder, which posted 1.1 million A18-49 in the 9:30-10PM half-hour leading to Terriers.
A day after FX’s Sons of Anarchy returned with 4.13 million viewers, the network’s new drama Terriers debuted with 1.6 million total viewers last night, 659,000 of them in the adults 18-49 demographic. This marks the lowest-rated drama series debut for FX, which was surprising given the show’s pedigree (it hails from The Shield creator Shawn Ryan and Ocean’s Eleven writer Ted Griffin, mostly positive reviews and extensive marketing campaign (though I have to admit I didn’t care much for the snarling dog, the title of the show was confusing enough). FX is not giving up on the new series though. To help Terriers get traction, the network will rebroadcast the premiere episode after Sons of Anarchy next Tuesday.
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