Fox's 'Secret Millionaire' delivers ratings surprise

Fox's latest reality effort "Secret Millionaire" performed much better than expected Wednesday night, giving the network hope that the short-order, recession-timed series could become a returning hit.

The evening's back-to-back episodes of "Millionaire" averaged 7.4 million viewers and a 2.6 preliminary adults 18-49 rating.

Though not huge numbers overall, Fox's expectations were low: "Millionaire" was only modestly promoted and debuted in December -- when new programs typically have a tough time attracting audiences. Plus, the "Millionaire" audience grew each half-hour, topping out at a 3.1 rating to beat ABC's "Private Practice" and CBS’ "Grammy Nominations Concert Live" during the 9 p.m. hour.

"I’m thrilled and surprised a little bit," said Mike Darnell, Fox's president of alternative entertainment. "We’re now at a point where we see a lot more potential."

In the show, multi-millionaires go undercover in impoverished neighborhoods to find worthwhile charity cases. The program is considered a soft-hearted departure from the network's usual reality brand of more competition-oriented and envelope-pushing fare. Fox has four more episodes of "Millionaire" planned for the coming weeks, and the network is going to crank up its promotional machine to see if it can turn the brief December effort into a returning show. 

The show, which wasn't sent to critics, drew mixed morning-after reviews. TV writers admired the show's generosity, but were suspicious of the network's intentions.

"It plays well in December," writes Roger Catlin, "rather like a modern-day 'Christmas Carol' with contemporary Ebenezer Scrooges learning how the Bob Cratchits live in experiences only slightly longer than those ushered in the by the Ghost of Christmas Present."

LA Times fretted, "I don't know whether you can rightly call it exploitation to give a person $50,000, [but] I can't help but wonder how much Fox is going to make on this thing, and where that money will go."

"It's impossible to walk away from watching this and be too cynical," said Darnell, whose record includes controversial programs such as "The Moment of Truth." "I have never received so many positive e-mails."

Many critics noted the show seems poised to take advantage of the economic recession, an aspect not lost on Fox. "Unfortunately, its timing couldn't be better," sighed the Washington Post.

"We got lucky," Darnell said. "I bought this when economic times were falling and we’re airing it when economic times are terrible."

As for the rest of Wednesday's lineup, CBS won the night with the evening's highest-rated show -- "Rudolph the Red Nosed Reindeer" (11.7 million, 4.2). The first-ever attempt at airing Grammy nominations (7.1 million, 2.4) performed solid, while the annual "Victoria's Secret Fashion Show" (8.7 million, 3.6) -- broadcast television's equivalent to the Sports Illustrated Swimsuit Issue -- jumped 38% from last year to win 10 p.m.

Fox was second with "Millionaire." NBC placed third, with "Christmas at Rockefeller Center" (10.4 million, 2.2) up slightly from last year, followed by "Life" (8.1 million, 2.3) and "Law & Order" (11.3 million, 2.9)

In fourth, ABC aired "Pushing Daisies" (4.9 million, 1.5), "Private Practice" (7.8 million, 2.6) and "Dirty Sexy Money" (5.7 million, 1.7).

Comments

Fox's new reality series "Secret Millionaire" performed much better than expected Thursday night, winning the 9 p.m. hour.

Don't you mean Wednesday night???

[Helen]

I am a little cautious about the show for on the December 3rd, show a Check # 2051 is given to Mr. Turner for a hundred thousand dollars. The check date is made out for 4/31/08. Is this a belated April fool's joke for there is no 31st of April?
Someone dropped the ball. (See picture above.)

[Paula]

I loved the show!!!! I cried through the whole thing. This is the best reality show ever!

[Anna]

It killed Private Practice in demo. WOW!

[Jo Anne]

I thoroughly enjoyed it. I don't care the reason; it was nice to see deserving people/families get something they needed. I hope the series continues and if it does, I will continue watching.

[Cougar]

I watched out of curiosity and found myself torn between liking the fact that people in need were given donations but disgusted at the rich people for clearly seeing themselves as "above" the poor people. In the two hour special I did enjoy the father and son that actually tried to live like the normal poverty level people. I think they truly did care. However the husband and wife were a joke. They blew through most of their money right away on grocery items that they could have done without (special sausage because it taste's good). Are you kidding me? And being upset over the smell and bugs. They have no clue and never will. They did not try to "live as the poverty people". They drove around in their gas hog Chevy Suburban that pverty level people would never be able to own. Their segment was unbelievable. And after all. . .these "giving Millionairs" get to return after only one week to their cushy lifestyle and any amount they "give" (donate) to the poor can be written off as a tax credit. I doubt I will watch it again. To me the show was just a way for the rich to feel better about their wealth by giving away a very small amount for them to people that actually do deserve and need help. Tax write off.

[Aaron Thompson]

Fox has duped the ignorant and stupid once again! I can hear people crying out "How can you say that! This is an altruistic show that really helps people in need!!!" --Really? --If you think that is true, then you are one of the ignorant and stupid!

First off, the production costs for a show like this far exceed the $100,000 required giveaway. --If Fox (the network) was truely concerned about the people they've obviously already scoped out and chosen, then they would forego to entire production and give the money dirctly to the needy. --Obviously there is a profit motive behind the production.

Second, the millionares who are giving the money away almost assuredly contribute to charitable organizations regardless. Why? --Huge tax right offs. --Do you really think Fox convinced non-giving millionares to all of a sudden have a change of heart? --Yeah, right! --What's in it for the millionares? --Same tax right off. Public exposure. Goose bumps. Hugs. BS.

Third, did any of you notice that Walmart was the primary sponsor? How could you not? Walmart had some of the best placement spots, one of them directly after the first "cry" scene. --"Oh, I feel my heart-strings tugging, now let me go to Walmart and buy something!" --Are you kidding me? --Walmart has single handedly fleeced hard-working Americans out of billions of dollars with their unscrupulous business practices. --Mainly penetrating small towns, forcing the Mom-and-Pop stores out of business, then packing up and moving to a nearby adjacent towns to start all over again.

So. . . who really wins? --Same millionares giving the same money they would anyway. --Fox gets a "hit" show by playing with your emotions. --Walmart continues its practice of bleeding the American economy. . .

You really want to help people? --Stop watching the show. --Contribute time or money to your local charity. --Stop shopping at Walmart.

Big business wins again! --And so many people out there are too foolish to realize it.

[Lisa]

LA Times fretted, "I don't know whether you can rightly call it exploitation to give a person $50,000, [but] I can't help but wonder how much Fox is going to make on this thing, and where that money will go."

Ironic, that the LA Times is so concerned about money in connection with this particular show. What about the programs where NO money is given to anyone? Is the Times going to start complaining about those, saying that something is wrong if no handouts are given from Prison Break or House? Give me a break!

Also, I love Wal-Mart. It offers better prices than the local "Mom and Pop" stores, so of course I'll go there. If the other stores can't compete, they don't deserve to stay in business. I price compare, and their prices are usually at LEAST 30% higher than Wal-Mart's are. Of course I'll go to Wal-Mart! Why waste my money on a place that's ripping me off?

[matt]

forget how much it killed it in the demos---i'm celebrating the fact that LIFE beat Private Practice in the demos. that's fantastic news for LIFE. unfortunately its short lived news as LOST overtakes that spot next month. D'oh.

[Aaron Thompson]

It's simple Lisa, the money you are "saving" from lower priced goods at Walmart is coming directly out of the pockets of its employees, local economies, and taxpayers who are left holding the bag. Currently, Walmart has nearly 80 class action lawsuits (5 in 2008 alone, and representing thousands and thousands of people in total) across 39 states in violation of the Fair Labor Standards Act ("FLSA") of 1938. All of these lawsuits allege that Walmart willingly and knowingly (from the top down!) altered time cards and forced FLSA violations of lunch breaks, labor breaks, and overtime. In addition, WalMart (based on it's size and market share) is WELL below the national average in healthcare coverage and employee compensation.

"Mom-and-Pop" stores are NOT "ripping [you] off"! To say that they "do not deserve to stay in business" demonstrates a gross lack of knowledge on your part. How can they compete against a mega corporation that is breaking the law? Furthermore, Walmart has argued that they actually "create" new jobs in middle America (for example), however these lower paying jobs that they "create" are offset by the higher paying jobs they destroy. Once the local economy is swallowed up, Walmart closes shop and builds somewhere else. It's happened over and over again. . .

So, go ahead and save 30% on your next purchase. You are doing nothing but taking money out of your community, increasing your taxes (through Medicaid enrollment, public services, and public subsidies), propogating illegal activity ("FLSA"), burdening the court system, supporting the divide between elite and lower classes, supporting Chinese imports and sweatshops, supporting corporate tax evasion (yes. . . in North Carolina, Wisconsin, Illinois, and Denver to name a few), propogating corporate federal lobbies (an increase from $140,000 in 1998 to $1.4M in Q2 2008 alone) all while putting $12B (that's billion!) dollars into the pockets of the four Walton siblings in 2007!!!

Did you vote for Obama or McCain? --I'm guessing that if you bargain shop at Walmart, you are NOT a wealthy right-wing American. . .

Now. . .doesn't that $100,000 giveaway on Secret Millionaire seem a little petty?

[Dot McCoy]

My husband and I enjoyed the show. The way to donate to those shown flashed too quick for me to get the info. Please send it to me. I also shop at my local ACE Hardware store on Perkins Road near Siegen Lane before going to Wal-mart, because the store was the only thing here 35 years ago when we bought our home. There is a place for everyone. I also love the Raising Cane chicken fingers.
We live in Baton Rouge, LA.
back to the show...keep it, with a check for the correct date for Rev. Turner, and a beat up pick up truck for the millionairs to drive.

[Lisa]

Aaron--yes, I automatically believe every word a rude online stranger says, so I will stop shopping at Wal-Mart immediately and go spend $1000 at Pa Randall's Ripoff Shop instead of $700 at Wal-Mart. And obviously, if YOU rant and rave that Wal-Mart is breaking laws it must be true. No need for the courts to decide! My local Wal-Mart has been in town for only just ten years, so I guess it must be fixin' to pack up and move out at any second. After it's singlehandedly crushed the local economy, natch.

Your implication that "right-wing" Americans must be wealthy is pretty laughable, though. ;) Your powers of persuasion kinda suck, especially the bits where you insulted me.

As for the SHOW, I think it's a pretty good idea for a reality program, if there must be another one. I'm tired of tacky dating shows!

What DID happen with that check with the incorrect date on it? I suppose, though, they issued a valid one in its place, or maybe the bank just accepted it.

[hbear]

If you really want to help some people in real poverty you should send some of that money to the Reservation here on the Pine Ridge Reservation. I am a full-time student here at our local college center and also have a full-time job living pay check to pay check and this is hard especially when you have a family of four. I have a brother that does'nt have any place to go so I gave him my house in the country and I am living in a house which I have to pay rent. It is almost Christmas and I don't know how I'm going to get presents. The poverty level here is around 80 or 90 something percent.

[Aaron Thompson]

Lisa, you don't have to believe me. The people at http://www.walmartwatch.com have already compiled a laundry list of expertly researched, documented, and properly sited articles that you can go read for yourself, all of which come directly from court reports and reputable news organizations.

With that said, I stand by my statement that you have a gross lack of knowledge about Walmart. I'm sorry you find it insulting, but it is a true statement.

Furthermore, I also said that based on your argument, YOU (Lisa) must not be one of the wealthy right-wing Americans. I didn't say that ALL right-wing Americans are wealthy. I'm sorry, but you falsely interpreted my words.

[Marsha]

Thank you Aaron...I couldn't have said it better. Your first post was spot on. I couldn't get through the first show without feeling very insulted at these pompous asses who can't get over themselves. What a insult to a whole lot of people out there.

[Susan]

I loved the show. I especially loved the moment when the son told his father that he had always thought people were poor because they were lazy and uninspired. How many of us do?! I believe it truly was as Oprah calls it an "ahhah" moment for that young man. I think maybe it will change his life in many ways. I hope they keep the show going!

[duane]

SHOW IS A JOKE.THEY GIVE FAMILIERS WITH CHILDREN WITH BONE CANCER 50,000 DOLLARS AND THEN FEEL GREAT ABOUT DOING SO IN THE U.S.? IS THAT A JOKE ?IT COSTS 50,000 FOR A CHECK UP IN THE US.THEN THEY PULL AWAY IN THEIR 100,00 .00 VEHICILE. NO JUSTICE POCKET CHANGE FOR THE REST OF US.HOW CAN YOU SAY YOU ARE WORTH 33 MILLION AND GIVE AWAY LESS THAN YOU CARRY IN YOUR POCKET.SHOULD BE ASHAMED.REALLY,THEY ARE MAKING MORE ON TAX WRITE-OFFS THAN DONATIONS.TYPICAL EGOTISTIC MILLIONAIRES.FIND SOMETHING BETTER TO WATCH ON T.V. AND MAKE US FEEL PROUD THAT THEIR ARE PEOPLE WHO CAN MAKE A DIFFERENCE.

[thomas alexander of mooresville nc]

i am one of those people whom dont have much at all losing my home lost my job but i will tell you it really touches my heart to see people helping other it shows that there are people out there that care thanks for such a show i enjoy watching it and god bless the ones who take the to give

[FAYE WINSTON]

YOUR SHOW IS GOD SENT SOMETHING POSITIVE ABOUT PEOPLE HELPING PEOPLE IN NEED I WOULD LIKE TO CONGRATULATE YOU FOR A JOB WELL DONE

ogradulations! You have gien me a reason to live I am going through a divorce and am misirable. I now know a way to get throgh this mess..find a way to help others I would like info on just who, where to contact and get started on concentrating on ohers, not me. Please send me names, places and eveything I need to find a place to help. Thank you for opening my eyes and giving me direction!

Lyn

[Mary]

How could the people who receive the checks, not know what is going on??? There is a camera in their face....did anyone think of this?

[KATHY M]

Congratulation! This show is a god sent, I watch your show every week and cry from start to finish.. I am facing foreclosure since my business has bottomed-out with the economy. I know what it is like to be down and misirable. God Bless your show and everyone that is able to give..

kathy

[Judy Gray]

I love the show but the music is so loud it is hard to hear what they say.

[Hoppy]

Why are people so negative, of course it is a tax right off. but something is better than nothing. will people ever be happy with small mercies, or just grumble.....ofcourse Fox makes money how else can they stay in business and put shows on?

i have a problem with the show on thursday with "G". the show specifically states that they must give away $100,000 of their own money. If you add up the checks from "G" 35000+35000+10000+10000= $90,000. that to me seems a little short, dont you think. especially when he was half bragging about being the 300 million dollar man.

[jacki crocker]

I think the show should be on everynite. why can't more good clean shows be a hit...No one having sex, no one getting drunk, no one using foul language. Fox please please give us more..America needs it..Show this generation of kids that our nation was built on helping others. As for the man that commented on Wal Mart. He is just upset he didnt think of it and Sam did..Our forefathers fought so we can have freedom to build businesses. I bet if his father had started Wal Mart his comments would have been different. Fox give us some more....

ver god show very god tv series pu more

[lorna anne michano]

Thank you fox for a terrific show there should be more like it, why all the negative think positive, I think its a great idea who ever thought it up. How do you find the families in need? There should be more people out there ready to help someone in need, we should all take some direction from the show and pass it on..... the world would be such a better place to live in. We dont all have to be a millionaire to help out our fellow man in need.Be it something small or big its the thought that counts.To someone with not much a small jesture would mean the world to them.. pass it on...

[Latoya Freeman]

That's so great what you guys are doing,I wish i had money to help the poor and volunteer.That's my dream and i'm going to keep my faith.because of this show i will never give up on my dreams.God Bless Everyone who helps!!!

[velmaslade]

you people are a damn joke you not out there even trying to help but get you are so concerned about a tax write off so what people are being feed and kids are being helped so if you you want to make your self fill more good get off your tails and do something for the poverty.

[sfm]

Great show! I cried my eyes out.

It was nice to see a positive depiction of millionaires. They are doing great things with their money.

I can't wait to see next weeks show!

[geri graf]

I think this show is motivating. It isn't just what the millionaires are doing, but the people on the show that they are helping. Everyone of these people have been selfless. They don't have much, but they are paying if forward every day.
As far as the tax writeoffs, do the recipients have to pay taxes on the money? That would be awful.
Back in the day there was a show called the millionaire. John would pay the taxes when he gave away the million.
I'd like to see you post all the names of the organizations that they help, so more peoople can help..
PS. I,for one, say BRAVO....