Mark Burnett Series Reach Record Heights in Timeslot Ratings
Award-winning producer Mark Burnett is off to a stellar season, scoring No. 1 in the key demographic timeslot ratings for his shows four nights out of seven in the network television schedule. The Voice extended its lead over X Factor (and is the number one unscripted TV series in the coveted 18-49 demographic), Shark Tank topped all Friday night series -- scripted and reality -- in the 18-49 demo, Survivor continues its epic run, consistently winning its regular Wednesday 8 p.m. slot, and Celebrity Apprentice prepares to fire again for a 13th season that premieres in 2013.
Together, Burnett and One Three Media (a joint venture with Hearst Corporation) are producing an unprecedented five unscripted series on three major networks: The Voice and Celebrity Apprentice on NBC, Shark Tank on ABC, Survivor and The Job on CBS. One Three Media produces The Voice and Shark Tank.
"Quality counts. We approach every hour of primetime television as if it is a major movie," Burnett said.
The ratings prove it. Last Wednesday, The Voice dramatically outperformed X Factor in the ratings, in both the adult 18-49 demographic (or "demo," the rating category that advertisers rely on in assessing the value of network programming) and in total households. However, The Voice was not alone. On the same night, and despite being in its 25th season, Survivor also beat the much newer X Factor in the demo. And The Voice continues to dominate in its regular Monday and Tuesday slots. In fact, season three of The Voice has been the No. 1 show in the 18-49 demo every single night it has been on since its September premiere.
"I strive for long-term ratings success," Burnett said. "We made a conscious decision with The Voice to stay away from meanness and negativity. We felt audiences would appreciate shining a positive light on the talents of our hosts and our contestants."
"Based on the ratings, audiences agree with Mark's approach," said Scott Sassa, president of Hearst Entertainment & Syndication, the unit of Hearst that Burnett partnered with last year to form One Three Media, a media, production and events-based venture that produces both television series, commercials (through its VIMBY unit) and new media content.
Burnett's emphasis on quality helps drive the success of Shark Tank, now in its fourth season on ABC. The show, a celebration of American small businesses and entrepreneurial spirit, reached a season high on November 2 -- and then proceeded to top its own mark last week, beating all other series (scripted and unscripted) in both the key 18-49 demo and in adults 24-54. In the last two weeks, Shark Tank has also surpassed another business-themed show, Undercover Boss.
"No one has ever had as many unscripted series on primetime network television at the same time as Mark -- or this level of sustained success," Sassa added. "We are excited at the success of our new venture and look forward to continuing to build complementary businesses around One Three Media."
One of those complementary businesses, launched just a few months ago, is One Three's move into scripted television. The scripted unit, headed by longtime HBO executive Anne Thomopoulos, is targeting series for both network and pay cable buyers in the U.S. and around the world. The move begins with Burnett and his wife Roma Downey producing the epic miniseries The Bible, a 10-hour series telling stories from Genesis to Revelation that premieres in spring 2013 on HISTORY.
Another complementary business that Burnett and One Three have helped grow is VIMBY, a nationwide digital production studio that is shaking up the advertising business with a highly successful series of "reality commercials" for Walmart, which focus on how real people are saving money at Walmart every day.
Burnett is also prepping the upcoming Video Game Awards hosted by Samuel L. Jackson (Spike, Dec. 7) and the People's Choice Awards hosted by Kaley Cuoco (CBS, Jan. 9, 2013).
About One Three Media
One Three Media is a joint venture between Hearst Corporation and Mark Burnett. Since 2001, Burnett's series have been nominated for 67 Emmy Awards and he has personally won four, along with four People's Choice Awards. In 2007, Burnett was elected into the Broadcasting & Cable Hall of Fame. In 2009, he received a star on the Hollywood Walk of Fame, and in 2010 Burnett received the Norman Lear Achievement in Television Award from the Producers Guild of America. In addition, Burnett has been named one of Time magazine's World's Most Influential People, has received BRANDWEEK's Marketer of the Year award, and has been named a TV Guide's Most Valuable Player. Last year, Hearst and Burnett formed One Three Media, a long-term media, production and events-based joint venture, with Hearst acquiring an interest in Burnett's existing production business.
About Hearst Corporation
Celebrating its 125th anniversary, Hearst Corporation (www.hearst.com) is one of the nation's largest diversified media and information companies. Its major interests include ownership of 15 daily and 36 weekly newspapers, including the Houston Chronicle, San Francisco Chronicle, San Antonio Express-News and Albany Times Union; hundreds of magazines around the world, including Good Housekeeping, Cosmopolitan, ELLE and O, The Oprah Magazine; 29 television stations, which reach a combined 18 percent of U.S. viewers; ownership in leading cable networks, including Lifetime, A&E, HISTORY and ESPN; significant holdings in the automotive, electronic and medical/pharmaceutical industries; a 50 percent stake in the global ratings agency Fitch Group; Internet and marketing services businesses; television production; newspaper features distribution; and real estate. Follow us on Twitter @HearstCorp.