The Four came back last Thursday and it didn’t do so hot in the ratings. That’s me being nice. It did really badly in the ratings. It’s true that it was against the Stanley Cup final but I don’t think that’s what it was. This surely has the people at Fox scrambling to figure out what’s wrong with the show.
The Four only got a 0.7% share, or about 2.3 million viewers in its premiere episode. Later in the evening they got to 2.7 million…which is still not great. Contrast that with America’s Got Talent on Tuesday night which got 11.1 million viewers in its premiere. Last season, The Four didn’t get spectacular ratings but it did a respectable percentage of viewers. So, what’s going on?
As I said, they were up against the Stanley Cup final between the Golden Knights and the Capitols. But even the Stanley Cup only got 6 million viewers. I don’t think it syphoned off that many viewers because it strikes me that hockey fans are not The Four‘s demographic. There are a couple of things that I think worked against The Four. The first thing is that they are on Fox and have really thrown their attention to the hip hop and R&B musical genres. This is simply not the music that Fox viewers are into. They like country and probably are more into The Voice even though it’s on another network.
The other problem, I think, is that they really didn’t do a lot of promotion for this season. Last season in the weeks leading up to the premiere The Four was everywhere. Now they are barely making waves at all. If people don’t know about the show then how are they going to watch it? Also The Four lucked out big time last year with having Zhavia on every episode. Clearly a lot of the viewers were there for Zhavia exclusively. They need to find another Zhavia quick. But how do you capture lightning in a bottle twice?