(Coincidentally, these types of viewers often resembled the advertising and TV executives themselves.) Empire's success proves that targeting people who already watch lots of TV can still pay off, if enough of them show up.Įmpire seems to be gaining audience in the same way shows such as Scandal have in the modern age: Viewers are talking up the show on social media and converting new fans each week.ĭon't use the same strategy to target other ethnic groups. Statistics have long shown that black people watch more hours of TV than their white counterparts, but TV and advertising executives often defended programming lineups lacking in diversity by saying advertisers were more interested in paying top dollar for audiences that are hard to get, like young white males. Here's my quick list:ĭo reject the odd logic that says network TV shouldn't target people who watch a lot of television. It also means there are a few dos and don'ts for the TV industry to learn from the show's triumph. Television Fox's 'Empire' Sets 'Dynasty'-Style Soap Opera To A Hip-Hop Beat Though lots of different people are watching, Empire is a decided hit with black households Fox says 62 percent of the show's audience aged 18 to 49 - the group network TV advertisers target most heavily - are African-American.Įven a mini-scandal involving multiple past allegations against star Terrence Howard of domestic violence and altercations with women hasn't slowed the show's momentum. Henson and co-created by The Butler director Lee Daniels. And it's a particular achievement for a show with an almost entirely black cast, led by Oscar nominees Terrence Howard and Taraji P.

That's a feat in an industry where shows usually decline a bit from their debut ratings. 7 and most recently attracting 11.3 million last Wednesday. The questions, as always, are simple: Why are people drawn to this show? And how can a TV network pull it off again?ĭefying the usual rules of television, Empire's ratings have risen each week it has aired, starting at 9.9 million viewers on Jan. The TV industry is scrambling to understand the runaway success of Fox's Empire, the story of a family-run hip-hop music company that has set ratings records in its four weeks on air.

Henson, left, and Terrence Howard star as Cookie and Lucious Lyon in the Fox TV show Empire.

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