media buyer: FOX reality shows “are not doing as well as we thought they would.”

media buyer: FOX reality shows “are not doing as well as we thought they would.”
FOX’s strategy of ripping off other network’s reality ideas and trying to copy its own successful shows seems to be failing. Its new shows aren’t doing well overall, and especially not in the 18 to 49 demo. For example, only 4.4 million people watched My Big Fat Obnoxious Boss’s debut, which “placed Fox a distant fifth in the highly competitive hour,” as Reality TV World reports. Advertisers who bought ads upfront for shows such as The Swan 2 and The Rebel Billionaire aren’t happy. Mediaedge:cia’s Lyle Schwartz says, “Overall, the reality shows on Fox that our clients bought in the upfront … are not doing as well as we thought they would, and The Next Great Champ was canceled. … If all these shows keep delivering the way they have been, it could put significant pressure on Fox’s ad inventory as the season goes on.” Mediaweek reports that “The lone bright spot among the reality fare is Nanny 911, which after two episodes is producing a more solid 3.9 in adults 18-49.” And there may be help coming from American Idol 4. Schwartz says that the real test will come with its debut in January: “Idol has saved Fox for two years in a row. Can it do it again? We’ll have to wait and see.”

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