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

HOT SPOT: Lifetime Launches 'Knocked Up!
Cause + Effect uses simple line drawings and a baby-friendly palette to introduce unscripted series.
Multicultural TV Marketing: Touch, Don’t Reach, Your Audience
Panel of marketers at The Diversity Discussion shared tips for tapping into a multicultural audience.
Telemundo Tries Its Hand at Virtual Reality to Promote ‘El Chema’
Series is prequel to network’s hit drama “El Señor de los Cielos.”
Holiday Specials Move Into Top Ten of Nielsen Social Content Ratings
Join regulars, such as "The Walking Dead," "Empire" and "The Voice."
The Diversity Discussion: Diversity in Front of the Camera Starts Behind It
Tapping into diverse voices can lead to better storytelling and more advertising dollars for TV producers.
Netflix’s ‘Chasing Cameron’ Peers Into Life of A Social Media Sensation
Streaming service’s docu-series premieres Dec. 27.
Dec 7
PromaxGAMES Holiday Launch Event
Dec 13
NYC PromaxBDA Holiday Party 2016
Dec 15
LA PromaxBDA Holiday Party 2016
Mar 13, 2017
PromaxBDA Europe Conference 2017
Mar 14, 2017
PromaxBDA Europe Awards 2017
Jun 5, 2017
The Conference 2017
CharlieCo Advertisement Stephen Arnold Music Advertisement