NBC's 'This Is Us' Lives Up to Promise of Trailer

by Paige Albiniak  |  09.21.2016

Just two nights in, NBC’s new drama This Is Us is the best opener of the young fall season, debuting on Tuesday night at 10 p.m. to a 2.8 among adults 18-49 and 10 million viewers. That’s the best drama premiere since last year’s Blindspot, which scored a 3.1 in the demo last fall, and the best performance in the Tuesday 10 p.m. time slot in more than seven years.

After NBC introduced the show at upfronts in May, its trailer went on to score 100 million-plus views across digital platforms. Tuesday night’s premiere featured a big twist that the trailer didn’t reveal.

This Is Us was helped by having night two of The Voice as its lead in, which scored a 3.4 in the demo and 12.2 million total viewers, down a tenth from last fall’s Tuesday debut but up a tenth from Monday night’s premiere episode. When The Voice returns to one-hour episodes later this fall, This Is Us will move to 9 p.m., going up directly against Tuesday night’s other new premiere, CBS’ Bull.

Bull, starring NCIS veteran Michael Weatherly and based on the life of Dr. Phil McGraw, held its own at 9 p.m., sandwiched between the network’s two NCIS franchises, the original and NCIS: New Orleans. There, Bull scored a 2.2 among primetime’s key demographic and 15.4 million total viewers, retaining more than 100% of its NCIS lead-in.

Both of the NCIS series were down in their season openers, with NCIS falling 16% in the demo to a 2.1 and 15.6 million viewers and NCIS: New Orleans dropping 18% in the demo to a 1.4 and 11.1 million total viewers as it moves from 9 p.m. to 10 p.m.

ABC took on The Voice with season 23 of Dancing With the Stars airing from 8 to 10 p.m., averaging a 1.5 rating among adults 18-49 and 8.5 million viewers. That was followed by Marvel’s Agents of SHIELD in the 10 p.m. slot, which fell 35% in the demo to a 1.1 with 3.6 million total viewers. 

RELATED: How ‘DWTS’ Offers Marketing Opportunities for Ryan Lochte, Other New Cast Members

It was another slow night on Fox, which saw Scream Queens debut season two with a 1.0 in the demo and 2.2 million total viewers, down 41% in the demographic from last fall’s debut. Brooklyn Nine-Nine at 9 p.m. fell 33% from last year’s premiere with a 1.0 in the demo and 2.4 million total viewers and finally, New Girl was off 14% from 2015 with a 1.2 demo rating and 2.3 million total viewers. 

RELATED: ‘Scream Queens’ Season 2 Promos Reveal New Settings and Characters

[Image courtesy of NBC]

← Back

New from Daily Brief

Cast, Creators Talk Race, Gender, Politics in ‘Dear White People’ Featurette
“Dear White People: You can laugh at the black jokes.”
Hulu’s ‘The Handmaid’s Tale’ Opens Interactive Art Exhibit on NYC’s High Line
Passerby can grab a free copy of the novel to reveal messages of female empowerment and anti-authoritan resistance to commemorate Wednesday's premiere.
Struggling ESPN Lays Off 100 Employees
Journalists, analysts, play-by-play specialists and digital content producers are being given pink slips.
AMC Networks to Produce Custom Content for Charter Spectrum
Partnership will give Spectrum customers access to content created specifically for them.
Amazon’s ‘The Tick’ to Premiere in August
An accountant realizes his city is controlled by a super villain and falls in league with a strange blue superhero.
Bleacher Report Ups Its Game With New Brand Campaign
Campaign’s launch timed to unveiling of site’s enhanced app, redesigned logo.
Apr 27
PromaxGAMES: The Summit 2017
Apr 27
PromaxGAMES Awards 2017
Jun 5
The Conference 2017
Jun 8
PromaxBDA Promotion, Marketing and Design North America Awards 2017
Jun 8
PromaxBDA Promotion, Marketing and Design Global Excellence Awards 2017
Jun 19
Station Summit 2017
SMP AdvertisementPower Your Career Advertisement