Don Johnson is back.
His CBS show “Nash Bridges” is finally getting some solid ratings after years of suffering from poor lead-in programming on Friday nights.
That changed when the network started airing the popular “Now and Again” in the 9 p.m. time slot.
“‘Now and Again’ is doing really well for it,” said Pam McNeely, a media buyer for Dailey & Associates. “The promos are brilliant. They are positioning it so well that it has increased the tune-in factor, and people are hanging out afterwards to see ‘Nash.’ It’s been a great lead-in.”
So far this year, “Nash Bridges,” which stars Johnson and Cheech Marin, has been averaging an 8.5 Nielsen rating, which is 2 percent higher than last year. In the key demographic group of 18- to 49-year-olds, the cop show is up 3 percent while showing a 9 percent increase among women 18 to 34.
The important thing is that the series is enjoying a resurgence in its fifth season at a time when many prime-time network shows are losing their ratings to cable and the Internet.
In addition to getting a boost from “Now and Again,” “Nash Bridges” got some help from NBC, which slotted a weak one-hour drama, “Cold Feet,” against the veteran show. Realizing its mistake, NBC has now programmed its freshman cop show, “Law & Order Special Victims Unit” against “Bridges.”
The new NBC show is more in keeping with “Homicide,” the critically acclaimed but low-rated police drama that kept Johnson’s series in check when the two went head-to-head on Friday nights.
Chris Davidson, CBS vice president of current programs, attributed the increased popularity of “Nash Bridges” to the chemistry between Johnson and Marin, along with the scenic beauty of San Francisco and the on-camera romance between Johnson and former “Baywatch” co-star Yasmine Bleeth.
“The relationships are much richer,” he said. “Yasmine is drop-dead gorgeous. There is also a lot of heat between her character and Don’s. It’s not ‘Mad About You,’ it’s mad at you. They love each other and battle.”
Also joining the show is wrestling superstar Stone Cold Steve Austin, who made his second appearance on Nov. 19 during the sweeps. Austin will return a couple more times before the end of the season.
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