NBC's Jeff Bader Committed to ‘Michael J. Fox,’ Talks Premiere Week Gains

NBC's Jeff Bader Committed to 'Michael J. Fox,' Talks Premiere Week Gains

NBC improved in first four nights for first time in nearly two decades

Michael J. Fox may have lost out to Robin Williams this week — but he isn't going anywhere.

Jeff Bader, NBC's president of Program Planning, Strategy and Research, says that if “The Michael J. Fox Show” can keep scoring the 2.1 rating it earned Thursday – or even close to it – then the network will certainly air all 22 episodes of the series.

“That's the plan right now,” Bader told TheWrap.

Also read: Ratings: Robin Williams's ‘Crazy Ones’ Easily Tops ‘The Michael J. Fox Show’

In a huge vote of confidence, NBC ordered a full season of Fox's comeback series more than a year ago. Fox and Williams’ “The Crazy Ones” faced off in the 9 o'clock hour Thursday, something they won't often do: Fox's normal timeslot is at 9:30, where he will move next Thursday when Sean Hayes‘ “Sean Saves the World” debuts at 9.

The dueling comebacks for Fox and Williams capped a very interesting week for NBC.

Also read: NBC Wins 2 Opening Nights of Fall Season for First Time in 25 Years

On Monday, the third-place network scored the best premiere rating in a year for the new James Spader drama “The Blacklist.” The next night, ABC's “Agents of S.H.I.E.L.D.” topped that rating. On Thursday, Williams beat Fox thanks largely to a huge lead-in from “The Big Bang Theory.”

But for the first time in nearly two decades, NBC improved over last year in the first four nights of the fall season. No other Big 4 network has done that since 2004.

“It's been a tremendous week of growth for us, not only in the 18-49 demo but, remarkably, in total viewers as well,” NBC entertainment chairman Bob Greenblatt said in a statement to TheWrap. “We know that one week doesn't determine anything, but this week turned out better than any of us dreamed it would.”

Also read: TCA: Michael J. Fox – ‘We All Get Our Own Parkinson's’

We talked to Bader about what went right and wrong in the first week of the 2013-14 season.

Tim Molloy: How were you able to improve on your first four nights?

Bader: People don't always remember that we actually had a good summer. We were the No. 1 of the Big 4 for the summer, so we had some circulation there. “Sunday Night Football” is a great promo base. We have “The Voice” which is the number one non-scripted series, and “The Blacklist”… it helps when you have shows that people are writing about, that they like.

Going Sunday, Monday, we just had a great platform there to push into Tuesday. “Chicago Fire” I think is very compatible, as we've discovered, with “The Voice.” So that helped us there.

And then we get into some more difficult stuff later in the week. “Revolution” going to an 8 o'clock time period, new time period, for it to basically start where it left off was great, and it turned out to be a good lead-in for the two-hour ‘SVU.’ So we were able to keep our circulation going.

Thursday obviously we'd love for the numbers to be higher. But the numbers that we're seeing for Thursday are great. We've all been saying here, It's not about winning time periods, necessarily. We just need to improve. So far it's been working.

Was it a strategic error to put Michael J. Fox straight up against Robin Williams?

I think it's the best shot that we had. We knew that a one-hour “Big Bang Theory” – it's the number one show on television, and that's going to help Robin Williams. That's why we did the back-to-back episodes. Knowing that 9 o'clock would be tough, hoping that people would come in at 9:30.

Next week Fox moves to 9:30 permanently, which seems like an easier timeslot.

It's only the first few days of the season. You never know what happens in Week 2 for any series. Robin Williams had a huge, huge lead-in. If you look at the ratings… “Big Bang,” for the first minute of the 9 o'clock hour, was a 6.8 rating. So then “The Crazy Ones” was a 3.9 for the balance of that half hour.

Next week, it will not have a 6.8 lead-in. It will have whatever “The Millers” does, which will probably be half that. So who knows what's going to happen? “Two and a Half Men” will hopefully be a little bit lower, and hopefully “Sean” will have some kind of presence in that [9 o'clock] time period.

That's what's great and scary about this business. You never know.

If it continues to get these ratings – it got a 2.1 last night — will all 22 episodes air?

Absolutely. … Remember, we're trying to improve our performance in the time period where we averaged… somewhere around a 1.4 at 9:30. So the bar is actually a little bit lower.

So how happy are you with the Michael J. Fox numbers?

I'm disappointed. I just think it deserved more sampling than it got. It's not that the show was rejected. It's not like they came and they didn't come back. I'm hoping we're still going to get more sampling.

The show addresses his battle with Parkinson's. Does your research say if anyone tuned out because they thought, ‘Oh no, he's fighting a tough disease, this will be hard to watch?’

Who knows? Again, I think the biggest factor was “Big Bang.” Don't forget, it was also the ‘Grey's Anatomy’ premiere. It was a big night of competition.

It has not come up as an issue in any of the research that we've done on the show. … Nobody was saying that they wouldn't watch it because of Parkinson's.

 

  • DougW

    I wouldn't bet on “Welcome to the Family” and “Sean Saves the World.”

  • velouria00

    You know the Michael J. Fox show might have gotten more sampling if its leadin wasn't a show that was pretty much only watched by its cast-members relatives. It's hard to do great numbers when your leadin gets a 1.3 demo.

    • Oliver

      I imagine NBC only committed to 22 episodes so they'd get a show that was able to self-start, knowing they couldn't put up much lead-in support. If people really watch to watch a show then they will, regardless of lead-in, as the ratings to Marvel's Agents of SHIELD have demonstrated.
      I bet the show's creators are cussing that they went with NBC's 22 episode commitment rather than ABC's 13, especially since you could practically feel the stifling NBC notes during that awful second episode.

      • matt

        I don't think MJF was going to do a show without a full season buy in. I know there was a bidding war between networks just to get this show. Fox leveraged what he could.

        • Oliver

          There was a bidding war, but you don't have to take the highest bid. After all, the intention is to have a long-running successful show, not just take the biggest pre-production commitment that you can.

          Production commitments be damned, the show would be far more successful on ABC than NBC. It's on-brand, they have lead-ins, and it's not NBC.

  • Dee Snutz

    NBC's gotta shake things up.

  • qofe79

    Did anyone commenting actually watch the show? It really isn't that good & was disappointing, IMO. The “pseudo-confessionals” of the ‘daughter’ were cringe-worthy awful, and condescending to the audience. After the first two, I changed the channel, there was too much of that, and not enough of the rest of the show. If they leave the action between the cast in-tact, and cut out that nonsense, the show might have a better chance of gaining an audience.

    • jericho

      I completely agree. The show did have some “oh my god did they actually say that” lines that got me to laugh. But the show was just the “same old same old”. I actually turned the second episode off when I saw Fox's real life wife on the show. The cast with the exception of his sister is bland and uninteresting. The college age son character is annoying and unnecessary. The show would have worked as a “return to the work place” comedy and not a bad family comedy.

      I like Fox, he still has the capability and timing to make me laugh, but the people he chose to surround himself with on this one, just makes it a non-starter.

      NBC choosing to launch it against the Robin Williams CBS vehicle was not the best decision either. That show looks like its a stinker as well, but we all knew it was going to at least win the timeslot initially.

      • qofe79

        “I like Fox, he still has the capability and timing to make me laugh, but the people he chose to surround himself with on this one, just makes it a non-starter.”

        Agreed. And I did enjoy the scenes with Fox & Betsy Brandt. There's definitely something there…

  • http://davidsask.wordpress.com/ DavidSask

    The NBC line-up on Thursday will remain flat-lined!

  • Joe Blows

    NBC sucks….period

  • kbirdusa

    I loved Michael J Fox in Family Ties, but he hasn't been a big TV star in 25 years (Spin City was a very modest success). In addition – and I'm sorry to say this – I'm a bit uncomfortable watching him now. His condition is distracting. Kudos to him for continuing to work, but I don't think the lead in a weekly series is a good fit for him – at least not a comedy.

  • ramubay

    NBC did a poor job of scheduling…as they alway do…and poor confidence in the Michael J. Fox show. The MJF show should have been a Monday night 8pm show to lead off the night and the week. They're still committed to amateur music shows like The Voice which goes up against Dancing with the Stars (ABC). They would have had a much stronger presence against How I Met Your Mother (CBS).

  • singabob

    I've sampled MJF twice and found it just insufficient, especially against CBS's lineup. The writing is just not there and he is now difficult to watch, unfortunately.

  • Shukovsky

    Houston, we have a problem. The Michael J Fox show is no longer averaging a 2.1, it is down to an average of 1.9 and it may not have bottomed out yet. The Crazy Ones with Robin Williams is eating its lunch – literally – at the same time. The Fox show will get all of its episodes on the air, but it may be a “one and done” unless it gets away of going against Robin Williams. Williams is not doing great, but Fox is doing worse.