Drop in Ratings for Reruns Adds to Networks’ Woes

The major networks’ reliance on cheap, unscripted and potentially controversial programs as summer fare is related to a more pointed crisis that directly impacts their bottom line: a sharp decline in viewing of second and third runs of even their most popular dramatic programs.

Since the official television season ended in late May, ratings for repeats of hit dramatic series have experienced a noticeable drop versus the corresponding period in 2000.

“That’s a bigger problem than how many rats are covering somebody,” said NBC Entertainment President Jeff Zucker, alluding to complaints regarding the content of NBC’s fill-in show “Fear Factor.” “If we can’t repeat these programs . . . that, as we go forward, is going to fundamentally change the economics of this business.”

Networks pay a license fee to studios that covers two runs of each series, and they have historically relied upon revenue from the second showings to offset rising production costs of programs such as “The West Wing” and “The X-Files.” In many instances, the network doesn’t turn a profit on expensive one-hour shows until playing an episode twice.

This summer’s ratings, however, tell a sorry tale: “ER,” the most-watched drama from October through May, is averaging 8.7 million viewers, a 15% decrease compared with summer 2000. Viewing is also down significantly for reruns of “The Practice” (28%), “Judging Amy” (26%), “Touched by an Angel” (21%), “The X-Files” (20%), and “Law & Order” (12%).

Comedies have fared considerably better, with shows such as “Everybody Loves Raymond,” “Friends” and “Dharma & Greg” suffering only modest erosion year to year, while “The Simpsons” and “Malcolm in the Middle” are doing slightly better than a year ago. Newsmagazines continue to offer fresh stories, and in some instances, networks have expanded those franchises to replace struggling drama repeats.

Beyond the direct financial implications of low ratings for reruns, maintaining audience levels during the summer is crucial to broadcasters’ promotional efforts. Advertising on their own remains a key vehicle for familiarizing viewers with new and returning series premiering after Labor Day.

Marketing departments have employed various ideas to inspire viewers to watch reruns. Citing research showing that people generally don’t see every episode of even their favorite programs, NBC inaugurated an “It’s New to You” campaign a few years ago. ABC has emulated that strategy this summer, using the clay-animated characters of Gumby and Pokey reminding people to watch shows they might have missed. Other stunts include theme nights or letting viewers select reruns via the Internet, though most have yielded, at best, mixed results.

The irony is that cable channels have managed to make older reruns viable--albeit by their less exacting ratings standards--with such an approach. TV Land, for example, spruces up its summer lineup with marathons of such hoary shows as “Get Smart” and “All in the Family.”

“Theme weeks is not a service people are looking to broadcast networks to provide them,” said TV Land General Manager Larry Jones. “That’s something the niche networks do.”