Deadline expects that Roseanne's success will lead to soul searching by the networks. I wouldn't count on it. They will revive old classic sitcoms. And they're already on that. But these are not the viewers they want. ABC and CBS took steps to distance themselves from working class audiences in the heartland. They've been chasing "influencers" in the big cities of blue states.
They want these ratings. But not those viewers.
Roseanne made a triumphant return Tuesday night, blowing past projections with a 5.2 adults 18-49 rating and 18.2 million total viewers for the debut of its revival, which drew 10% more viewers than the original series finale 21 years ago.
That's on the unusual side.
While nostalgia was expected to bring in eyeballs, no one predicted such a huge turnout on premiere night for the blue-collar family sitcom with a Donald Trump-supporting protagonist, especially among the younger demographic. But then, few predicted that Trump would become the Republican nominee and would win the presidential election when he first announced his candidacy...
Both Trump and Roseanne were able to tap into the often overlooked and underserved working-class audience. Not surprisingly, the top TV markets where Roseanne delivered its highest ratings were in states handily carried by Trump in the election. No. 1 was Tulsa in Oklahoma, which Trump won with 65.3% of the vote. It was followed by Cincinnati, Ohio and Kansas City, Missouri. The only marquee city from a blue state in the Top 10 was Chicago at No. 5 — the area where the series is set...
The top market of the country, New York, was not in the Top 20; No.2 Los Angeles was not in the Top 30. And yet, Roseanne delivered the highest demo rating for any comedy telecast in 3 1/2 years, since the fall 2014 season premiere of TV’s biggest comedy series of the past five years, The Big Bang Theory.
But networks want Big Bang Theory audiences, they're much less interested in Kansas City and Cincinnati. Like Trump, they're no doubt baffled by the phenomenon. But I don't see them changing their business model.
But Roseanne went beyond that. Its youngest 18-49 viewers when the series originally aired on ABC from 1988-97 are now at the very top or outside of that ad-friendly demographic range, in which last night’s premiere posted a staggering 5.2 Live+same day rating with no lead-in. It came largely from new viewers who were children or not even born during Roseanne‘s initial run.
Somehow Roseanne transcended age, recruiting droves of young viewers for a show whose two leads, Roseanne Barr and John Goodman, are both 65, well outside of the 18-49 demo. It tapped into the zeitgeist of Middle America, tackling its economic problems — and political leanings — head-on. There was curiosity how Roseanne would address Trump, which the show did in the first episode. In an encouraging sign, the novelty did not wear off, with the second episode rating even higher than the opener.
There's an underserved audience there. But don't expect much.
The TV business always has been reactionary, so when something works, others immediately look for ways to replicate it. ABC, NBC and CBS all have classic sitcom revivals featuring the original casts on deck with Roseanne, Will & Grace and CBS’ upcoming Murphy Brown.
Will & Grace, and Murphy Brown will do great in New York and LA. They represent the urban elite sitcom that largely erased working class people from television. And that's still what networks want. To the extent that even want sitcoms at all.
Meanwhile, if Roseanne continues to be a ratings juggernaut, ABC, which is close to renewing the revival for a second season, should look into bringing back its other big blue-collar sitcom hit of the 1990s, Home Improvement, which starred another open Trump sympathizer, Tim Allen.
That would make sense. But that's also family entertainment. And networks are much less interested in conventional family stories anymore.