Agents Of S.H.I.E.L.D. is continuing to decline in the ratings, with this week's US episode only scoring 2.2 (6.67m).
This isn't exactly a crisis-point just yet - the show is still the third-highest rated on ABC (beating popular shows like Castle), and on-demand viewings are strong, but this consistent drop in viewers since the premiere is surely starting to get folks at Marvel and Disney nervous.
The show - which has already been picked up for a full season - is very expensive to make, so even being the third-most-viewed on the station may not be enough to save it (expensive shows rarely last with mediocre ratings - just look at Terra Nova).I've said it before, but the main problem with the Avengers spin-off is that it keeps reminding viewers that it is an Avengers spin-off: by now, more than a quarter of the way into the freshman season, the show should be forming an identity of its own, rather than trying to force in references to the movies.
Next week's episode will tie in to Thor: The Dark World, so there may well be a much-needed ratings spike for that one.
But really, this is a series that needs to let go of its parents' hand and try to start walking on its own. This spin-off episode is in a way poorly timed (although the cinema schedule kinda dictates this one), as the show had only just started to find it's feet a little, so it now feels like a bit of a step back. And that's the last thing it can afford to do right now.
Because Marvel have already turned their focus to their next TV projects. And even Disney won't want to be hemmohraging money like this for a second season.
Agents Of S.H.I.E.L.D. continues on Tuesdays on AMC in the US, and on Fridays on C4 in the UK.
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