Show rolls snake eyes with 47% drop in 18-49 demo
FX took a gamble on its highly touted, offbeat comedy/drama “Lucky,” but if the second-week falloff in viewers is any indication, the network may end up holding an unplayable hand.
An expensive marketing campaign, focusing on the star of the series John Corbett, helped the half-hour “Lucky” harvest a solid sampling of 1.77 million homes on April 8, its opening night. And the “Lucky” opener pulled in a robust 1.732 million 18- to 49-year- olds, the demographic targeted by the show.
But on April 15, “Lucky” experienced a mass exodus of 18 to 49s, losing 47% of the previous week’s total. The household number fell by 39%.
And compared with the first half-hour of the last four episodes of FX’s “The Shield” (March 11-April 1), the April 15 edition of “Lucky” was down by 37% in 18 to 49s and by 36% in households.
The second episode “Lucky” could claim at least one bright spot: it beat its lead-in, the last half-hour of “Deuce Bigelow, Male Gigolo,” by 44% in 18 to 49s and by 34% in households, despite the fact that the low-budget “Bigelow” was a surprise theatrical hit, grossing $65.5 million in U.S. multiplexes.
FX led into the April 8 “Lucky” with the $101 million grosser “American Pie,” and has scheduled “Enemy of the State,” the Will Smith vehicle that grossed $111.5 million, as lead-in to “Lucky” on April 22.
FX is committed to running the 13 original episodes of “Lucky” each Tuesday at 10 through July 1, repeating the previous week’s episode at 10:30 to create a one-hour block.