'The Masked Singer' offers a glimpse at the future of Fox
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As much as live sports will generate the lion’s share of commercial impressions for the revamped Fox, the Big Four broadcaster next fall will still be on the hook to program some eight hours of general-entertainment fare per week. And while Fox isn’t getting out of the scripted TV business altogether, a new competition series is providing advertisers with an advance look at what the overhauled network will have to offer in the spring upfront bazaar.
A weirdly frenetic mashup of celebrity cosplay and lysergic talent show, “The Masked Singer” is the season’s only true breakout hit. Since bowing on Jan. 2, this remix of a popular Korean format has averaged 7.7 million live-same-day viewers, of whom 3.17 million are members of Fox’s core 18-to-49 audience. This makes “The Masked Singer” the highest-rated TV series among the demo most coveted by advertisers; when expressed in the time-honored decimal format, the show’s 2.5 rating edges CBS’ valedictory comedy “The Big Bang Theory” (2.3) and NBC’s sudsy drama “This Is Us” (2.1).
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