Despite the highly controversial risqué ad campaign, CW still didn’t rig in higher ratings during the Gossip Girl’s 2nd season. With only 2.44 million viewers, the 2nd season of the show did not meet the station’s expectation to raise the digits.
CW decided to make a bold marketing steer. Although the show predominantly gained fame because of online viewing and fan sites posting episode videos, they discontinued to stream Gossip Girl videos on the net. The marketing tactic was supposed to be geared towards amassing higher viewership for the show from the mode of television. Instead, the move produced opposite results for the network. The ratings fell lower compared to its 1st season’s 2.5 million.
CW’s decision to pullout the GG videos on the web deleted one major access point of the show’s fans since they are largely composed of teenagers who are heavy internet users. Although the numbers show low ratings, the popularity of the teen soap never waned. This unprecedented fame is caused by hundreds of Gossip Girl fan sites on the internet. With hundreds of them spreading the word about the hit teen drama, fans of the show continue to grow in number.
While most shows which don’t do well ratings-wise are immediately axed by networks, Gossip Girl is a different story. Its rich fan base has kept the show alive and thriving amidst rating issues. The show also has the back of its network as seen in the drastic measures it is undertaking to keep Gossip Girl afloat.
Although Gossip Girl is trailing behind competitors in terms of ratings, it is still undeniably the most watched series among teenagers. It has increased its female teen demographic by 14%, and 30% in the 18-34-year-old bracket. DVD sales and viewings, when factored in, also makes a lot of money for the show.
Josh Schwartz said in an interview said that the producers are after the show’s performance and viewer’s response rather than the ratings. ''This show is a bigger deal than the ratings are reflecting…I can honestly say I don't check the ratings after the show airs.” Josh Schwartz and CW’s President of Entertainment, Dawn Ostroff, are firm in permeating pop culture rather than topping the ratings.
Given all these, there’s still no denying that the series has infiltrated pop culture, a feat other teen-oriented shows failed to reach. Its massive fan base all over the globe, rich endorsement deals, and fan sites are indications that the show has already leeched itself into the very heart of this generation of teens. Its mixture of gorgeous actors, provocative content, brave marketing stints and undeniable appeal on the big teen market are factor that make up for the show’s ratings.
Author Resource:-
A Computer Engineering student and loves to travel. Reading current news in the internet is one of his past times. Taking pictures of the things around him fully satisfies him. He loves to play badminton and his favorite pets are cats.
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