We just wrapped up our fourth annual Fall Television Preview Report, one of our five seasonal trend report supplements. The annual supplement is based on a hybrid interview, one part quantitative and one qualitative with 950 members of the Youth Trends proprietary panel that are classified as heavy TV viewers, that is they watch at least 15 hours of TV per week. The first part of the interview enables participating panelists to stream trailers as well as read synopses of 23 new and returning TV series. After viewing each trailer and reading the corresponding synopsis, panelists rate the program against a series of attributes including planned viewing, general appeal and likelihood of live group viewing or appointment viewing as it is more commonly referred to as. The second part of the interview queries panelist habits and attitudes as it relates to TV viewing as we continue to evaluate important emerging topics like the impact of online streaming and the influence of TV advertising, among other topics addressed.
So, without further a due, the new TV series that received the strongest net perception ratings and planned viewing goes to "Fringe," which will air on FOX beginning with a two-hour premiere on September 9th before settling in to its regular one-hour time slot on Tuesdays at 9pm. "Fringe" is a sci-fi/drama series created by J.J. Abrams, who already has a long resume of hit series including "Felicity" and of course "Lost." Following "Fringe" the number two rated new series is HBO's "True Blood." It's the first time we've seen a new series airing on a premium channel crack the top five. Like "Fringe" HBO's "True Blood" has some strong creative pedigree behind hit. Alan Ball, the creator of former college cult hit fav "Six Feet Under" is the executive producer. The show is based on the Southern Vampire Mysteries book series and takes place in a small Louisiana town. It has been a while since we've seen something drop in the vampire genre, a genre mind you that has fared quite well over the years with the youth audience--remember Buffy and spin off Angel? The third rated new TV series "Dollhouse" also airs on FOX although unlike "Fringe" it won't premiere until the beginning of next year. The fourth and fifth rated new shows will both air on NBC. "Kath and Kim" is the only comedy series to come in within the top five. Much like "The Office," "Kath & Kim" is based on an foreign import coming by way of Australia where it is consistently one of the top rated shows. It's definitely promising with a strong cast including Molly Shannon and Selma Blair leading the way. Former teeny bopper pin up star Christian Slater returns to TV with a drama series called "My Own Worst Enemy" rounding out the top five.
A couple of interesting notes. ABC had two new shows in the top five last year, both of which ended up as top 15 shows through the second half of '07 and first half of '08 with "Samantha Who?" and "Private Practice." The only new ABC show to crack the top 10 this go around was "Life on Mars" which came in tied for eighth. Noticeably absent from the top 10 is the much ballyhooed return of Gen X fav "Beverly Hills 90210" which will air on The CW. It came in tied for 11th among female panelists and 17 out of 23 shows overall. I guess this crop of teens and young adults don't remember Brenda and Kelly the same way some twentysomethings and thirtysomethings still do.
In terms of the top returning TV series, by a huge margin, MTV's "The Hills" came out on top and if all indicators are spot on, the season four premiere on August 18th will easily break last year's record breaking premiere. No surprise with the second most anticipated returning series and current number one TV show, it's "Grey's Anatomy" of course. The sci-fi loving panelists eagerly await the return of Hayden and friends with "Heroes" landing in the third slot. Rounding out the top five are two more ABC shows including the NBC transplant "Scrubs" and sophomore comedy "Samantha Who?"