Low Ratings and a Bad Name
If you haven’t already heard, FX has canceled their freshman drama Terriers, which just aired its finale. Despite critical acclaim, the series had very poor ratings, even for a cable channel (averaging no more than 700,000 viewers). I myself didn’t watch this, but I’ve only heard good things about it. Based on several articles (one writer at BuddyTV claimed it the new Veronica Mars, in terms of writing).
Starring Donal Logue (who previously was in the series Grounded for Life (which I believe had about 5 seasons across FOX and then the WB) and also the short-lived ABC series Knights of Prosperity, so no stranger to TV) and Michael Raymond-James (probably more known as Rene in the first season of True Blood), the series has nothing to do with dogs, despite the title. It’s actually about an alcoholic ex-cop (Logue) partnering with former criminal (Raymond-James) in an unlicensed PI business. If it weren’t for sites like BuddyTV, I wouldn’t even know what it was about, because, the name Terriers is an odd choice. Other possible issues could be the brief period when FX wasn’t on DISH, or it was too witty (?) for the network of typical push-the-envelope, serious drama you expect on the network. But, the likely culprit, that name. FX Cancels Terriers – Hollywood Reporter
Which has got me thinking, what other shows may have suffered because of their name. Think of just Veronica Mars, just having a female name for the title would have a person believe it to be feminine. Well, it was actually a very well-written drama, that, yes, had a very strong female lead, had appeal to anyone (young, older, male, or female). Though I liked the name, since she was the main character of the show. Almost any show of the WB/CW has feminine names, except the likes of Smallville and Supernatural, which explains why they have lower women 18-34 demo that CW targets more, but they do better (slightly) in overall adults 18-49 demo advertisers like (they are behind Vampire Diaries, which does well in both key demos, for scripted shows).
Another show, that I loved, was Dollhouse. The problems with the show was the title didn’t really tell you what it was about (though, it worked for what it was about), and most of the promo pics didn’t convey the plot of the series well (Echo pointing a gun, okay, it’s got action, but the name Dollhouse is still confusing). If you think it’s about prostitution, that assumption isn’t very far (people are essentially re-wired to be programmed for a client to take on a task (whether as a date, lover, hiking buddy, partner in crime, negotiator, whatever)). It was also on the dreaded Friday night.
Or maybe there are some shows that aren’t really suffering in ratings, but there are regrets for the name, such as Cougar Town. It doesn’t work, since the main character isn’t dating someone much younger than she is (probably only a few years, don’t think his age was actually mentioned, or I missed it), and her friend is younger, so no cougar-ness there, and her other friend is married. The only cougar would be that lady, Barb, that just pops up in weird places (kind of annoying). They even considered changing the name, before scrapping the idea since they couldn’t think of anything better (Cougar Town Keeping it Title – EW). Though, it’s a wonder if the series, which is quite funny, would retain more Modern Family viewers, had it had a better name.
So what titles do well? Well, on the cable side, The Walking Dead did VERY well, so maybe having ‘Dead’ in the title plus being about zombies, helps. Or have ‘Blood’ in the title; look at True Blood. One would say, on the broadcast side, look at Blue Bloods, which does fine in total viewers (over 10mil, so actually, it does well), but like everything else, not so much in demo (no longer in the 2s). Honestly, the older people are watching probably because CBS is part of their routine and, well, Tom Selleck. Titles that stand out work well too, like Big Bang Theory, it’s a unique, and geeky name, perfectly describes the show.
Other shows are more direct with their titles, such as How I Met Your Mother. It is a series about someone recounting to their kids ‘how he met their mother,’ and it’s a very long one. It would have to come to an end, but it is one of the funniest series since Friends, so hope it can have at least another season or two. And ratings-wise, it’s been solid.
But in the end, how much does a title really help/destroy a series? Are there people who are judging a book by the cover? Did the title The Event made you want to watch the series (it did well in the beginning), but the show itself took you out of it (I’m even wondering it myself)? I don’t think its the main factor for all cancellations, but it certainly was a factor for Terriers, and from what I hear, it’s a shame.


