“Dallas” slipped in the ratings this week: “Lifting the Veil,” the latest episode, was seen by 1.78 million viewers on March 17. This is the TNT drama’s smallest audience yet. There’s a bright spot, however: The show drew 595,000 viewers in the advertiser-prized demographic of adults between ages 18 and 49, up from 512,000 viewers in this category one week earlier.
“Dallas” also continues to get a lift from DVR users who record the show and watch it a few days later. The previous episode, “Playing Chicken,” debuted to 1.99 million viewers on March 10, although when DVR users are counted, the audience increased to 2.7 million viewers. This haul includes 1.1 million adults between ages 25 and 54, a demographic that TNT targets, and 889,000 adults between ages 18 and 49.
“Dallas” is averaging about 2.1 million viewers on Monday nights this winter, down from 2.7 million last year. The show is essentially tied with the crime drama “Perception” as the second most-watched drama on TNT’s winter schedule. Only “Rizzoli & Isles,” which is averaging 3.9 million viewers on Tuesday nights, is more popular.
TNT will pull both “Rizzoli & Isles” and “Perception” from its schedule after tonight and bring them back in June, while “Dallas” will continue to show new episodes until mid-April and then take its long-planned midseason break. The second half of “Dallas’s” third season will begin Monday, August 18, TNT announced last week.
How About Some More Retail Therapy?
Since we told you about the Ewing Oil Company Store last month, the independent online retailer has added several new products, including its most exclusive offering yet: a J.R. belt buckle like the one John Ross inherited on “Dallas” a few episodes ago.
The bronze buckle, which measures 3 inches by 4 inches, features a rope twist border and a flowering field surrounding the “JR” initials. The price: $65.95. Stephen W. Phillips, who owns and operates the store, plans to sell 23 buckles in honor of Ewing 23, the oil field that famously blew up on the original series.
The buckles will ship in the summer, Phillips said. Each one will come with a Ewing Oil stock certificate, a J.R. Ewing business card and a replica of John Ross’s black credit card.
Other recent additions to the store’s inventory: new versions of the J.R. liquor decanters (each one named for one of his mistresses; we’re partial to the “Harwood” model), a Braddock County road sign and a Harris Ryland bake oven.
If the store adds green corsets to its lineup, we’ll let you know.
“Drill Bits,” a roundup of news about TNT’s “Dallas,” is published regularly. Share your comments below.