How much money is CBS willing to lose to promote Hillary Clinton?
You would think that 60 Minutes with its senescent cast of droners would have less younger viewers than Madam Secretary, but don’t count out the Hillary magic.
The current ratings show that Madam Secretary lost 4 million 60 Minutes viewers and lost half of its younger 18-49 viewers. That’s the demo prized by advertisers and Madam Secretary is going to have trouble staying on the air if it can’t get them to tune in.
Younger voters are also an obvious target for the Hillary 2016 campaign which is what Madam Secretary is really an ad for. That’s why CBS’s version of Hillary Clinton is being played by a woman twenty years younger than her.
When your demographics are older than 60 Minutes, you know your TV show and your campaign are in big trouble.
Now it's doing even worse with the handful of younger viewers it still hadn't alienated.
The latest ratings show that Madam Secretary's 2nd episode is down to a 1.4 rating among the demo, viewers 18-49, down from 2.0.
Up against the premiere of the Simpsons and Once Upon a Time, which had demo ratings of 3.9 and 3.4, Madam Secretary performed as miserably as Hillary did as Secretary of State.
The overall series has lost 2 million viewers with its 2nd episode. That doesn't look very promising. Its overall ratings aren't catastrophic yet, but CBS is obsessive about retaining younger viewers. It already does well with older viewers.
Madam Secretary can't afford to keep losing viewers 18-45 or it's toast. It's already drawn down to Good Wife and CSI level ratings in the demo. If it keeps falling beyond that, it hits Blue Bloods territory. Any further and it's gone.
By way of comparison, Scorpion, CBS' new drama, pulled in a 3.20 demo. NCIS New Orleans debuted with a 2.50 in the demo.
Robin Williams' Crazy Ones got the ax after a season finale that pulled in a 1.30 in the demo. Hostages was canceled after dropping below 1.00 in the demo. Intelligence was canceled after a 1.20 in the demo.
Madam Secretary is performing with younger viewers like a show that's been on the air for five years. At best. And that's not a good thing.
The question is how much money is CBS willing to lose to promote Hillary Clinton?