‘Empire’ expands ratings reign, thanks to streaming

Taraji P. Henson as Cookie Lyon in the Season 2 premiere episode of "Empire."

Taraji P. Henson as Cookie Lyon in the Season 2 premiere episode of “Empire.”

(Chuck Hodes / Fox)

Fox’s “Empire” continues to reign supreme and now it has even more numbers to prove it.

Underlining the growing importance of multi-platform ratings reporting, Nielsen’s Live +3 numbers reflect that the music industry soap opera centered on the Lyon family grew its ratings in the 18 to 49 prime demographic from an originally reported 6.5 rating and 20% share to an 8.7/27, an increase of 4% over the same demographic’s numbers for the “Empire” Season 1 finale.

But the numbers are actually even more impressive than that, with all available data, including streaming outlets like Hulu and resulting in the “Empire” Season 2 premiere collecting 22.5 million viewers in its first three days, an increase of 39% over the originally reported single-day number of 16.2 million.

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Though they may seem like just another bunch of numbers, the data are an important example of the necessity of considering new model television delivery systems when advertisers evaluate a show’s worth, as 2.9 million of the Fox blockbuster’s three-day audience came exclusively from Video on Demand plays and online streaming outlets Fox Now and Hulu.

In the end, it would seem that “Empire” is set to rule the television landscape for the significant future, both via traditional viewers and new-model streamers and, more than that, it has more than 1.3 million related tweets during the Season 2 premiere to prove it. All hail Cookie Lyon. Long may she reign.

Follow me on Twitter at @midwestspitfire.


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