The Vampire Diaries proved the undead are still hot last night, premiering up from its season 3 premiere despite heavy competition. Translation: chances for a season 5 just got a lot better. Meanwhile, Beauty and the Beast, which premiered against the Vice Presidential Debates, premiered slightly below last year’s The Secret Circle, which could ultimately spell doom for the series. The Secret Circle failed to win renewal. Given the all consuming power of the debates, though, it would not be out of the realm of possibility to see Beauty and the Beast recover next week, although arguably the show’s target demo could probably care less about politics.
Entering its fourth season, THE VAMPIRE DIARIES still has teeth. With competition including the NFL and MLB playoffs, last night’s premiere was up 13% in women 18-34 (2.6/8 vs. 2.3/8) compared to last year’s season premiere, up 7% in adults 18-49 (1.6/5 vs. 1.5/5), up 3% in total viewers (3.18M vs 3.09M) and held steady in adults 18-34 (1.7/6).
THE VAMPIRE DIARIES outrated both NBC and ABC in the 8:00-9:00 pm hour in adults and women 18-34, and outrated NBC and tied ABC in adults 18-49. THE VAMPIRE DIARIES also outrated NBC in total viewers (3.18 vs. 3.14).
It was THE VAMPIRE DIARIES best performance among women 18-34 in two years (11/11/10).
Compared to this same week last season, THE VAMPIRE DIARIES was up 30% in women 18-34, 14% in adults 18-49, 6% in adults 18-34 and 10% in total viewers.
The series premiere of BEAUTY AND THE BEAST had a solid debut last night – versus last year’s season premiere of THE SECRET CIRCLE it was off just a tenth in adults 18-49 (1.2/3) and two tenths in adults 18-34 (1.1/3).
Versus this same week last year, BEAUTY AND THE BEAST is up across the board in the time period, up 22% in adults 18-34, up 14% in women 18-34 (1.6/4) and up 50% in adults 18-49 (1.2/3).