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TIM CLARK
Son of the Beach grabbed FX Network's highest ratings for an original series.
The first run of 13 episodes earned a 1.46 rating, a 217% jump compared to the same time period last year and delivered 743,000 homes, a 302% increase. The premiere run didn't get sand kicked in its face by its targeted 18-49 demographic either, turning in a 0.99 rating, or 636,000 adult impressions.
FX has ordered 15 more episodes of the Howard Stern-produced lifeguard spoof, with production slated to commence Nov. 13.
"We may, in fact, do even more episodes of Son of the Beach this year to keep the momentum going in that time period," says Kevin Reilly, president-entertainment for FX. The network also plans to run a Son of the Beach marathon, tentatively scheduled for New Year's Day.
Reilly says some "stunt casting" is slated for the second season as well as a cross-promotional NASCAR tie-in.
"We get NASCAR on our air next February, and we're talking about doing some cross-promotion to promote the second season of Son of the Beach," he says. FX ultimately wants Tuesday to be a destination night for their viewers and has a second half-hour original series in the pipeline to couple with Son to premiere sometime in late spring to early summer.
"It will be another comedy we feel caters to the same demographic," says Reilly.
FX original movies also have fared well in the ratings.
The Sight, which premiered last month, earned a 2.4 rating, surpassing the total home reach of Deliberate Intent, FX's first foray into original films.
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