MarketingProfs

MediaBuyerPlanner: Fox’s premiere of the kidnapping drama Vanished was disappointing. The highly anticipated show finished first in its timeslot, but it was up against mostly repeats, and its 3.0 average among adults 18-49 was down 19 percent from its lead-in, Prison Break.
But perhaps more worrisome for Fox was the fact that Vanished lost 6 percent of its viewers from the first half hour to its second, indicating that viewers weren’t interested enough in the show to stay tuned in.
Fox used an unusual strategy last year for its premiere of Prison Break, launching the first show of the fall season weeks earlier than competitors, and the tactic worked, averaging a 4.6 adults 18-49 in its first outing. The network used the same technique this season, but rather than boosting its audience, it may have backfired. Viewers don’t expect the TV season to kick off so early, writes Media Life.
Vanished was the third most talked-about show online, according to a new report released by PropheSEE, the online buzz monitoring arm of Interpublic’s Consumer Experience Practice.
Fox is streaming the premiere online in its entirety, free of commercials.