I have been saying for a while now: the overwhelming majority of Americans hate identity politics despite the woke fantasies peddled in the media and Millennials in corporate marketing departments. There has been nothing quite as bad for business as turning woke. You’d think people would have learned after the NFL and Dick’s Sporting Goods, but nope.
The latest casualty is the A&E network. In the middle of the George Floyd protests and calls among certain small social media ecosystems to “defund the police,” the network cut its most popular television show ever, “Live PD.”
Ratings for A&E Network have plummeted since it canceled the hit police reality show “Live PD” on June 10, a sign of how much the network relies on law-enforcement programming.
Average prime-time viewership for A&E between June 11 and July 19 was 498,000 people, down 49% from the same period last year, according to data from Nielsen. In the key demographics of adults 18-49 and 25-54, the declines are 55% and 53%, respectively.
The show, which follows police on their rounds in multiple cities simultaneously, averaged about 1.9 million viewers for its Friday and Saturday night episodes, repeatedly re-aired on other days. It spawned several successful spinoff shows, also canceled.
A&E, co-owned by the Walt Disney Co. and Hearst Corp., dropped “Live PD” in the wake of the killing of George Floyd by a Minneapolis police officer. The death has sparked protests about police violence, a movement to defund the police and broader discussions about race and diversity.
ViacomCBS Inc.’s Paramount Network last month canceled “Cops,” another long-running reality show following police on the beat. With under 500,000 viewers an episode, “Cops” has a much smaller audience than “Live PD.”
Before A&E pulled the show, its prime-time viewership was up 4% from the same period in 2019, according to Nielsen. The network has other popular shows, including “The First 48”—which follows the first two days of a criminal investigation—and “Court Cam,” about outbursts inside courtrooms, but none as successful as “Live PD.”
A&E’s ratings declines go beyond prime time. Total daily average viewership in the weeks since the show was pulled is down 36% from a year earlier, to 319,000 people. In the 18-49 and 25-54 age groups, the declines are even larger: 42% and 46%, respectively.
In a statement to The Wall Street Journal, A&E called the drop a “temporary hit in the ratings” that it expected given the success of “Live PD” and that it has been mostly replaced by reruns. The network said it has always been able to “find new hits and reinvent ourselves.”
Good luck with that. You’ll now forever be the network that hates the people who will risk their own lives to save yours.