Marketing

'Spike@9’ Gets Mixed Results

11/28/2004 7:00 PM Eastern

After two weeks, Spike TV’s original reality and documentary series have gotten off to a somewhat slow start.

The four series, part of the new “Spike@9” weekly block of original programming (World Wrestling Entertainment’s Monday-night series Raw is the fifth original show), have helped the network improve viewership among its core male 18-to-49 audience, although some are performing better than others.

“All shows have increased from a year ago and they have brought new viewers to the network,” said Spike TV executive vice president of production and programming Kevin Kay. “They all need time to build and grow.”

The show that’s received the most attention and press, the Rev. Al Sharpton’s Tuesday-night vehicle I Hate My Job, averaged a 0.55 rating after two weeks, according to Nielsen Media Research figures. The Nov. 16 ratings for Job — which gives contestants a chance to ditch their present “crappy” jobs and go after a dream career — dropped 20% to a 0.5 from its premiere episode a week earlier. The show, however, has increased the network’s male 18-to-49 target demo by 119% in the same time period.

Ratings for Wednesday night’s The Club, which details the inner workings of a Las Vegas night club, declined 24% from its premiere to a 0.5 rating on Nov. 17. Spike officials said the show improved viewership among men 18 to 24 in the time period by 18%.

Holding its premiere rating at 0.5 household rating in week two was Thursday’s Hey! Spring of Trivia, a trivia contest based on the Japanese game show Spring of Trivia.

Untold, a Friday-night documentary series on athletes, posted the best numbers of the four originals, averaging a 0.8 rating for both its Nov. 12 and Nov. 19 episodes, said Spike. The Nov. 19 episode, assessing Bo Jackson, outperformed the earlier entry about Terry Bradshaw by 386% among men 18 to 34.

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