As the ratings for the beleaguered Marvel's Agents of S.H.I.E.L.D. dropped yet again, this time to 5.9 million viewers and a 2.0 demo rating, ABC is reportedly looking into changing the way they measure ratings success. Instead of expecting ratings to be higher, the company will reportedly begin considering lower ratings to be better, like in golf or bowling.
"We realized that we've been looking at this the wrong way," explained Disney/ABC Television Group President Anne Sweeney. "We've been trying to increase S.H.I.E.L.D.'s ratings when it seems that they naturally want to keep dropping. Why engage in an uphill struggle when, if we simply changed our goal to getting lower ratings, we could easily meet and exceed that target every week."
As part of the initiative to get lower ratings, Agents of S.H.I.E.L.D. will reportedly feature more one-note, wooden acting from Agent Ward and even less of the already non-existent references to Marvel Comics.
"At this juncture, it's crucial that we, under no circumstances, give viewers a reason to care about the characters on the show," Sweeney told us. "We've got a lot of downward momentum here, and the last thing we want to do is ruin that by inadvertently improving the show."
At press time, ABC was reportedly looking into bringing on Ted McGinley as a recurring character for February Sweeps.
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