'Being Human' Gives Syfy Something It Rarely Gets: Women

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'Being Human' Gives Syfy Something It Rarely Gets: Women
January 18, 2011
by MICHAEL HINMAN
Rabid Doll

There are a lot of female science-fiction fans. But no matter how many you might find, there is typically at least two male science-fiction fans that counteract them.

So imagine Syfy's surprise when it received the first batch of viewership numbers for its series premiere of "Being Human" and found ... women?

"Being Human" -- which stars Sam Witwer, Sam Huntington and Meaghan Rath -- attracted 1.9 million viewers Monday, earning a 1.6 household rating, according to a release from Syfy. It's the best-rated scripted winter launch for Syfy since 2005 (although the cable channel failed to share what shows it was comparing this number to).

More than 1 million of those viewers were adults between 18 and 49, a key demographic appealing to advertisers willing to pay extra to reach. Of that group, however, more than half of them were women. Not merely more than half -- we're talking 58 percent, or 582,000, were of the female persuasion.

The previous record-holder, by the way, was the fourth episode of "Warehouse 13."

Why is that so spectacular? Syfy has never, ever, ever, ever, ever attracted that large of a percentage of female audience in that key demo. In fact, the "Battlestar Galactica" spinoff "Caprica" was designed to attract that kind of audience, but failed in its tracks. Yet, when you put a vampire, a werewolf and a ghost in a small apartment, women were able to find Syfy on their cable box for the first time.

So what is different about "Being Human" that allowed Syfy to turn the tide on a male-dominated audience?

Well, it's the vampires, of course.

"Vampire Diaries" on The CW, for example, is a regular winner among young female viewers. Last season, it topped even the larger network shows in its Thursday timeslot when it came to women, despite having a much smaller overall audience.

And don't forget the large percentage of female viewers who are locked into both the "True Blood" series on HBO and the Twilight movie series. The almost creepy romanticism and intimacy of blood-sucking seems to touch the hearts of many women.

In three airings of the pilot, "Being Human" attracted nearly 4 million unique viewers, so Syfy is hoping to bring its regular number to around 2.5 million. However, like other grounded shows, "Being Human" is much cheaper to produce, so it likely won't need to garner the type of numbers shows like the now-cancelled "Caprica" and "Stargate: Universe" were forced to muster in the past.

"Being Human" airs Mondays at 9 p.m. ET on Syfy.