ABC has quietly announced that Ugly Betty
is coming back one week earlier than expected on Thursday, April 30th. That's sure to make Betty
fans happy but, for those who enjoy Samantha Who?
and In The Motherhood
, it's not a good sign.
The numbers for Ugly Betty
aren't what they once were for sure. The first season averaged 11.3 million viewers and the second fell to 9.4 million. The current season has fallen even further to an average of 8.48 million. Still, the show remains healthy in the 18-49 demographic numbers, where it really counts. The show is also co-produced by ABC's in-house studio. This gives the network all more incentive to renew the show so that it will have enough episodes for syndication, where the big money is.
While ABC hasn't officially announced a fourth season, Stephen McPherson, ABC's Entertainment Group President, confirmed last month that Betty
would be renewed.
The same can't be said for Samantha Who?
and In the Motherhood
. Both have been struggling in their Thursday night timeslots. Motherhood
got off to a very slow start. Because of President Obama's speech that week, powerhouse American Idol
was preempted and the Idol
results show was pushed to Thursday, opposite the Motherhood
debut. ABC could've delayed the sitcom another week to ensure that it got a chance to be sampled but it didn't. Motherhood
premiered to 6.7 million viewers and a 2.2/6 rating/share in the 18-49 demographic. During the sitcom's four episode run, it hit a low of 4.51 million viewers with a 1.3/4 in the demo.