Rating-wise, the show hit the ground running. Its first episode got 3.57 million viewers - admittedly, not huge numbers, but good considering it was going up against the NFL kickoff - it was the biggest number
for the network in the time-slot for 18 months. The total actually improved on the numbers
posted by the established show that preceded it, The Vampire Diaries
, which was also have its season premiere, and managed 3.35 million.
Numbers have declined somewhat since, particularly in the past couple of weeks which have seen the number drop from 3 million for episode five to 2.5 million for the seventh installment. However, it's worth noting that it's still more than other CW "hits" like Gossip Girl
, which has been at or below two million, and a full season order
for the show was made by the CW a couple of weeks back.
Looking at the numbers
, it seems that a drop in viewership among the female 18-34 group is a good part of the reason for the decline. And that's the core demographic the CW covets, which led to the network
"looking to lighten the show’s somber mood and jack up its title character’s love life", according to reports
That set off warning bells for me. I was quite surprised the show aired on CW: it's about a group of coerced assassins, which is hardly One Tree Hill
. But what they're doing here seems to be trying to drive a square peg into a round hole. It's a show that needs
to be dark and somewhat edgy. If it's not, then while you may get a few more teenage girls not changing the channel after Diaries
, there's a real risk that the rest of the audience's interest will wane. "We’re really only talking about some slight tweaks. The core of Nikita will not change," EW
We can but hope.