‘Agents of S.H.I.E.L.D.’ Hits Ratings Low With ‘Captain America 2′ Tie-In

Published 1 year ago by , Updated April 9th, 2014 at 6:44 pm,

agents of shield season 1 episode 14 coulson ward Agents of S.H.I.E.L.D. Hits Ratings Low With Captain America 2 Tie In

Things have finally been turning around for Agents of S.H.I.E.L.D., and the timing couldn’t be better. With Captain America: The Winter Soldier redefining the clandestine group’s place in the Marvel universe – and breaking box office records in the process – the ABC series’ tie-in episode, ‘Turn, Turn, Turn’ managed to keep the universe-spanning story running. The only problem: the series hit a ratings low in the process.

It’s important not to put too much weight into this report, since Agents of S.H.I.E.L.D. hasn’t enjoyed the ratings numbers that Marvel would have hoped for since it first launched. But with a highly hyped episode tying directly to the current king of the box office, not to mention the promise that a major character from the film will be returning for the series’ finale (and even more before then), this slip in ratings is as worrisome as it is surprising.

The ‘Turn, Turn, Turn’ episode suffered its lowest ratings among adults 18-49 to date, with the rest of ABC’s lineup suffering a drop as well. It’s a shame too; despite the episode that¬†set up the events of The Winter Soldier¬†being not perfect, ‘Turn, Turn, Turn’ managed to tackle the task of cross-media synergy exceptionally well (read our review) – not to mention, a closing scene that will have even casual fans talking over the next week. But none of that matters if the people don’t tune in.

agents of shield season 1 episode 17 review hydra Agents of S.H.I.E.L.D. Hits Ratings Low With Captain America 2 Tie In

It’s possible that the numbers may bounce back for next week’s episode, given the ramifications that HYDRA’s emergence will have on the Agents of S.H.I.E.L.D. universe, as well as the word of mouth that will continue to spread after the ‘Turn, Turn, Turn’ twist ending. But the question that will undoubtedly be on every skeptical viewer’s mind has to be how it’s possible that a blockbuster powerhouse like The Winter Soldier had apparently zero impact on the Marvel Universe’s only TV series (in terms of audience size)?

The most obvious conclusion (at least, in out estimation) seems to be that no matter how Marvel may see the future of their comic book universe developing, the connections between TV and film are nowhere near as concrete as fans had hoped. With the tie-in episode receiving not just mediocre viewership, but the lowest in series history, it would be fair to argue that there is next to no connection between TV and film whatsoever. At least, as far as mass audiences are concerned.

Whatever the case, Disney and the Agents of S.H.I.E.L.D. showrunners have some serious issues to tackle in the near future; and that’s not even considering the need to reshape their series based on the movie universe’s changing landscape. And regardless of how well-executed fans found the cross-media tie-in, the number of them seems to keep dwindling.

Agents of SHIELD Uprising New Banner 570x210 Agents of S.H.I.E.L.D. Hits Ratings Low With Captain America 2 Tie In

What did you think of the tie-in? Is the link between TV and film as non-existent as it may seem, or do you see some other factors at work? Sound off in the comments.


Agents of S.H.I.E.L.D. returns next Tuesday with “Providence” @8pm on ABC. You can check out a preview of next week’s episode below:

Follow Andrew on Twitter @andrew_dyce.

Source: Zap2It

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  1. Its disappointing, I tune it every week and really enjoy the show. I know some of its corny acting but I really enjoy it, even if Iron man does not appear in each episode.

  2. This was such a great episode of AoS! I really hope the show doesn’t get canceled as I feel that it really has started to find itself. The twist at the end this week was just sick!

  3. I think the word of mouth about how this Turn Turn Turn episode would coincide with the events of Winter Soldier, may not caused the low ratings.
    Many people who watches the show chose not to see this episode for obvious reasons, they didnt get the chance to see the Winter Soldier movie, and it was Easter weekend, maybe you have alot of jesus freak families that keep the kids from watching, but who knows.

    • Easter is not until the 20th. So if you’re going to go out of your way to offend religious people, get your facts straight.

  4. Frankly the show somewhat dragged on with the episodes, and because of legal and other reasons it seems Marvel never created enough of a tie to it’s superhero universe to keep the series interesting…not until the last few episodes. Even that, all you heard Coulson and characters do was dropping Cap. America’s, Thor’s and other character names without any of them even appearing even for a brief moment. I think the superheroes dropping by the show episodes for brief scenes would have made for a more exciting show. It would have sold the show more strongly as belonging to the Marvel universe and kept the audience around.

  5. I personally think that because fans knew the episode would spoil the Winter Soldier, they didn’t watch it. Not everyone has time to see movies as soon as they’re released and watching “Turn, Turn, Turn” would have spoiled a major part of the plot for Captain America 2.

    No one likes spoilers, kids. Maybe Agents of Shield should have pushed the episode back another week to give people a chance to watch Captain America.

  6. I watch on hulu, and most people I know have jumped to tv on the internet. I wonder if they take that into account

  7. today’s rating system is obsolete, most of us out here work for a living and record our shows, tv networks need to stop going by the old rating system and find out how to record ratings including dvrs, i guarantee the rating would be higher.

    • They take DVR ratings into account now, started doing that about 2 years ago. Nielsen Box ratings are the only rating system for non-dvr, most analytic companies include three categories now; Nielsen, DVR, and Overall.

  8. I tune in every week and this week I held off until I had
    seen the Winter Soldier. It’s possible the dip in ratings is because not everyone saw it opening weekend. (fingers crossed)

  9. The tie actually made me watch the most recent episodes on hulu. I really didn’t care much for the series, but just saw C.A. 2 today and was curious about the tie in. I really liked it, and was stoked that Bill Paxton was in it.

  10. Well yeah, I’m from India and here the show is aired much much late, so i end up streaming it on some site online, who knows what the rating matrix is

  11. Aside from Game of Thrones, I think this is the best show on TV right now. Joss Whedon is brilliant. His shows are outrageously underrated. I really hope this show gets picked up for a second season. On an unrelated note, I really wish they would cancel Arrow already.