Space Case: 'Rick and Morty' Reigns Supreme Over the 18-34 Demo
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While there is no magic formula to help lure people between the ages of 18 and 34 years back to traditional TV, network executives could do worse than crib from the pages of the “Rick and Morty” playbook. An animated celebration of alcoholic nihilism, time travel and parallel universes, the Adult Swim show just closed out its third season to demo deliveries that put the Sunday night broadcast lineup to shame.
According to Nielsen live-plus-same day data, the “Rick and Morty” finale scared up 1.52 million adults 18 to 34, more than doubling the 702,000 members of the demo that tuned in for Fox’s inaugural “Animation Domination” block of the season. Fox’s top draw among the younger crowd was “The Simpsons,” which kicked off its 29th season with an average draw of 807,000 adults 18 to 34, good for second place on the night for all scripted programming.
Because Fox’s target demo is the adults 18-to-49 set, “Rick and Morty” only competes with “The Simpsons” for the younger chunk of the age bracket. If there’s a rivalry between the two shows, it’s a friendly one; in May 2015, the time-travelling duo [literally] crashed the “The Simpsons'” opening couch gag, killing Marge, Homer, Bart, Lisa and Maggie in the process.
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