Bravo’s comedy series, “Odd Mom Out,” which returns for a second season on June 20th, is based upon a book entitled “Momzillas,” which was written in 2007 by Jill Kargman — a critical and satirical novel about the lives and dramas of the uber-wealthy who live and breathe the rarified air of Manhattan’s Upper East Side. Of course, Jill Kargman would know something of this precious social milieu since she has been part of it for many years. (She is the daughter of a well-known former CEO of Channel.)
Bravo has cast Jill Kargman to play a fictionalized version of herself (Jill Weber), and is indeed the “Odd Mom Out” for at least two reasons: 1) While she and her husband Andy Weber (played by the actor Andy Buckley) are very well-to-do by normal standards, they are decidedly on the low end of the Upper East Side’s economic scale; and, 2) Jill Weber isn’t a bona-fide, (blond) blueblood, but rather a regular, ordinary brunette (who married into money – her husband, Andy is a lawyer), and who is trying to maintain her regular, down-to earth identity in a sea of upper crust trappings – nannies, pre-school admissions competition; spa facials and diets; summer homes; hyper-shopping… you name it.
The entire show is held together by comedy and satire as the lives of the uber-wealthy are peeled back one layer at a time. And there’s no time like the present to dissect the “one-tenth of the 1%’’ – a group that has garnered so much attention of late and is looked upon with a certain admixture of envy and scorn. Which certainly characterizes the attitude of Jill Weber, who is now living as part of – and yet apart from – the uber-rich Manhattanites.
Given the number of Bravo reality series that deal with the rich (i.e., such as the “Housewives” franchise), I suppose the brain trust at Bravo assumed there would be a built-in audience for a scripted comedy on the same topic. They must be on to something because “Odd Mom Out” turned in solid Year One ratings that were roughly one-third higher than Bravo’s average rating for the show’s 10pm timeslot. Moreover, the show delivered a very consistent audience week-in and week-out and finished its first season on a high note:
While it is certainly no guarantee, you would expect a show that focuses on the very rich to attract an upscale audience. That isn’t always the case given the egalitarian nature of the television medium, but it certainly holds true for “Odd Mom Out” as the ratings rise in almost a straight line fashion from the lowest to highest household income segments:
Local Cable Advertising
“Odd Mom Out” has been on air for only one season, so we have no baseline comparisons to quantify year-over-year sales metrics. The sales metrics for Season One attracted 37 inaugural local advertisers across 26 Viamedia markets, which represents over one-third Viamedia’s national footprint. On average, each local advertiser ordered over five 30-second spots for the first season.
(Source: B.I.G.SM database — Copyright © 2016 by Viamedia, Inc. All Rights Reserved)
The Tune-In advertising category (i.e. TV/Radio/Media) is often a popular one with high profile cable shows and “Odd Mom Out” is no exception. What is unusual, however, is the fact that Tune-In represents the highest share (28%) supplanting Automotive which usually garners the lion’s share of cable dollars. Also note the share for Financial Services (13%) which is more than three-times the level we typically see for this category:
In a way, “Odd Mom Out” represents a double dose of satire. There is, of course, Jill Kargman’s satirical view of the wealthy whereby she has created perhaps the best defense against the decadence of too much wealth: humor and ridicule. But a second dose is being served up by Bravo which was bold enough to green-light this show in the first place. After all, this is a network that has made a fortune on reality shows (such as the “Real Housewives” franchise) that deal exactly with the same sort of rich (and crazy) people depicted in “Odd Mom Out.” It’s as though the network is satirizing its tried-and-true reality line-up with a scripted comedy. But, so far, it seems to be working as viewers (and many television critics) have embraced “Odd Mom Out” and are likely to do so again when Season Two premieres on the 20th of June.
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Written by Jonathan Sims, VP Media Research, Viamedia