Through the show’s brief returning run, “Roseanne” debuted to big ratings, then drifted lower — all as the show’s average unit 30-second commercial pricing soared.
SQAD, the advertising research company, says a 30-second commercial in the first three original nights of the show averaged $168,496, $142,367 and $107,967, respectively. (The debut night included two half-hour episodes, which were rerun on April 1).
SQAD’s "average" price was the result of factoring in "low" and "high" pricing, per the analytics firm.
National TV advertisers on ABC then witnessed dramatically increasing prices over the next several episodes: $182,960, $293,260, $176,643, $200,900, and $253,137. SQAD says the overall "high" price for "Roseanne" was $320,005 for episode six.
The show earned its best ratings in its debut -- 18.4 million viewers and 5.2 rating among 18-49 viewers from Nielsen’s live program-plus-same day time-shifted viewing metric.
By the last episode of the season, it sank to 10.6 million viewers and and a 2.5 rating.
For the season, “Roseanne” earned 13.5 million overall viewers and a 3.5 rating among 18-49 viewers. “Roseanne” was tops among 18-49 viewers for the season among all broadcast shows, ranking second in overall average viewers. Only CBS’ “The Big Bang Theory” performed better.
However, Canvs, the media researcher that measures emotional impact, in an analysis of 95,000 social-media comments, said “Roseanne” had nearly 20 times the level of “dislike” and 18.3 times higher “hate” reactions than the average half-hour comedy.