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NBC picks up 'Parenthood' for next season

April 20, 2010 | 12:08 pm

NBC is bringing its freshman drama "Parenthood" back for a second season.

The move is not a total surprise. After a somewhat erratic start, "Parenthood" has settled into its Tuesday 10 p.m. slot and is averaging almost 8 million viewers and a 3.2 rating in the adults 18-49 demographic. A ratings point in that demographic equals 1.3 million viewers.

Over the last several weeks, "Parenthood" has been rivaling CBS' "The Good Wife" in the 18-49 demographic. The show, which premiered after the Olympics, had to endure a tough start behind the scenes. Originally scheduled for last fall, it was pushed to mid-season because of the loss of original cast member Maura Tierney, who filmed the pilot but then left the show because of an illness. She was replaced by Lauren Graham.

NBC reached back to one of its old measurements of success -- an upscale audience -- in explaining its decision to bring back "Parenthood." The network said the show has one of the highest concentrations of homes with incomes of over $100,000 in the adults 18-49 demographic. NBC used to tout having a rich audience back in its heyday but as of late had steered clear in part because so many of its shows, such as "The Biggest Loser" and "Minute to Win It" don't do as well in high income homes.

It seems unlikely that NBC will move "Parenthood" out of its current home. The network still has to decide if it will bring back "Chuck" next season, as well as "Law & Order." NBC is working on yet another spin-off of "Law & Order," this one set in Los Angeles.

-- Joe Flint 

Related: NBC's "Parenthood" starts to make case for itself.

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