April 24, 2015
Mr. Paul Lee
President, ABC Entertainment Group
500 S. Buena Vista Street
Burbank, CA 91521
I hope this letter finds you well. Congratulations on an historic year for ABC.
You should rightfully be proud of showing the industry that new series starring people of color–“How To Get Away With Murder,” “Black-ish,” and “Fresh Off The Boat”—can be successful and that this model needs to be emulated if networks are to appeal to the ever-changing racial and cultural demographics of this country.
As you probably know, there have been several community screenings of “FOTB” in New York and Los Angeles, with hundreds having to be turned away. The night of its February 4 preview, #FreshOffTheBoat was the most popular twitter subject in the country even dethroning #BrianWilliamsMisremembers.
Obviously, Asian Americans have gravitated toward “FOTB,” the first Asian American sitcom in over 20 years. Nielsen tells me that for its first 7 episodes, 19.4% of all Asian American households watched at least one episode within 7 days and for the first 8 episodes, they over-indexed at 227, meaning Asian Americans were 127% more likely to watch the series within 7 days.
During that time, white and black audiences were also watching the sitcom in greater proportion to their populations.
“FOTB” is a favorite of the critics, many of whom (e.g., Hollywood Reporter, Daily Variety, Huffington Post, Boston Herald) called it one of the best shows—if not the best show–of the season. Time found it “damn funny… Three episodes in, it’s the best broadcast comedy of the new season… a show with more voice after three episodes than most sitcoms have after three years.” Robert Lloyd of the Los Angeles Times wrote: “’Fresh Off the Boat’ does what few television shows do now, which is to make race not beside the point. It sits inside a minority culture and looks with bewilderment and bemusement at the dominant one… it’s a consistently funny and even important one, with some lovely, nuanced performances.”
It’s a prestigious show that you cannot afford to lose.
Despite being put in the tough Tuesday night 8 p.m. hour with no lead-in, new episodes of “FOTB” average a 1.73 Live+same day rating in the 18-49 age group, but jump to a 2.2 with Live+7 numbers, which consistently increased each of the past six weeks. Its 18-49 Live+SameDay and total viewership numbers always beat competitors “MasterChef Junior,” “Hell’s Kitchen,” “The Flash,” and “Parks and Recreation.” “FOTB” is ABC’s top Tuesday night show, as well as the most popular comedy of the night outperforming “New Girl,” “The Mindy Project,” “Undateable,” “One Big Happy,” “Repeat After Me,” “Weird Loners” and (in the 18-49) even re-runs of “NCIS.”
Impressively, “FOTB” held its 1.8 rating on February 24 even with the return of NBC’s “The Voice.” “FOTB’s” last three episodes have increased its 18-49 numbers. Also, its 18-49 and total viewership numbers are better than last season’s “The Goldbergs” (1.73, 5.75 million total vs. 1.68, 5 million total), which you renewed.
Last season, “The Goldbergs” held the Tuesday 9 p.m. slot but improved impressively when moved this season to Wednesday at 8:30 p.m. (up 30.87% to a 2.2 and up 39.94% in total viewers to 7.08 million) with “The Middle” as its lead-in vs. the less compatible “S.H.I.E.L.D.” Perhaps next season “FOTB” would also benefit from having a strong, compatible lead-in?
Given all of these considerations, we hope you will renew “Fresh Off The Boat” and give it sufficient promotion to ensure its long-term success. Thank you for your consideration.
Founding President, MANAA
cc: Samie Falvey