Meanwhile, American Inventor is averaging approximately 10 million viewers and drawing a 4.2/11 among 18-49s. That demo rating represents a 128 percent rise over time-period occupant Extreme Makeover last year. Andrea Wong, ABC’s exec vp of alternative programming, suggested aspiration-type shows still have legs. “This show is about people pursuing their dreams and pouring their hearts and souls into their ideas,” she said. “And viewers are rooting for these contestants to do that.”
What’s more, unlike Unan1mous, Inventor lacks the benefit of a consistent lead-in (it airs Thursdays at 9 p.m.). And although no decision has been made regarding another cycle, Wong said Inventor’s self-starter status shows “the potential strength of a second season.”
But several advertisers said that if these shows return, they’ll likely serve as stop-gap measures rather than scheduling cornerstones. That determination appears to be based largely on the absence of watercooler buzz. “Neither of them shows signs of being a breakout pop-culture phenomenon,” said John Rash, chief broadcast negotiator for Campbell Mithun.
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