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‘S.H.I.E.L.D.’ falls 34 percent in week two
New ABC drama averages a 3.1 in 18-49s, third in the hour
By Toni Fitzgerald, Media Life Magazine - Oct. 2, 2013
Last week’s big premiere for “Marvel’s Agents of S.H.I.E.L.D.” did not hold.
The new ABC drama lost a big chunk of its premiere audience in its second episode last night.
“S.H.I.E.L.D.” averaged a 3.1 adults 18-49 rating at 8 p.m., according to Nielsen overnights, down 34 percent from a 4.7 last week.
The show finished third in its timeslot behind NBC’s “The Voice,” the night’s top show with a 4.6 from 8 to 10 p.m., and CBS’s “NCIS” (3.4, off only 6 percent from last week). That was still ABC’s best performance in the timeslot in two years.
“S.H.I.E.L.D.” did see big gains in live-plus-three-day-DVR playback last week, and it’s possible that some of the losses will be made up for with bigger time-shifting. And “S.H.I.E.L.D.” did win its timeslot in the major male demos, finishing first for the night in men 18-34, 18-49 and 25-54.
But it’s still a concerning week-two decline for the new season’s most highly touted show.