Kevin Costner Is Proving Americans Embrace The 'Unwoke'

Written By BlabberBuzz | Saturday, 08 January 2022 02:15
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Kevin Costner's Yellowstone set new rating records with its Season 4 finale on Sunday, with over 11 million viewers tuning in - the highest views since the 2017 Walking Dead Season 8 premiere.

The drama takes a break from TV's typical New York City or LA settings to focus on an actual American family in Montana who are fighting to defend their cattle ranch from land-grabbing interlopers.

The non-woke Paramount series, which first aired in 2018, has been beating cable TV mainstays with more than 7 million spectators on the week of December 6. It was only exceeded by the 13 million attracted to the New England Patriots versus Buffalo Bills football game, outpacing the FOX channel's The Five, Special Report with Brett Baer and Tucker Carlson Tonight.

Yellowstone's finale, which was aired on Paramount Network and CMT, was viewed by 10.3 million people, while the Paramount Network encores promoted the figures to over 11 million viewers - 81 percent higher than its season three finale 5.2 million.

"Yellowstone continues to shatter records with more than 11 million viewers tuning into the season finale, proving we've hit a cultural nerve – from the center of the country to each of the coasts – and still have lots of room to grow on linear," announced Chris McCarthy, President and CEO, ViacomCBS Media Networks.

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"Our strategy to franchise Yellowstone into a universe of series to fuel growth for Paramount is already exceeding expectations with 1883 and Mayor of Kingstown proving to be two of the top titles."

Social media mentions of the Season 4 finale were up by 115 percent, and it was the most-mentioned show across platforms, according to Deadline.

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Co-creator Taylor Sheridan, 52, who writes his scripts from a ranch in Weatherford, Texas, has ridden the show's growing surge of popularity, releasing Yellowstone prequel 1883 and Mayor of Kingstown, about two Michigan brothers who serve as the liaisons between inmates and the surrounding community in a town that is home to many prisons, on Paramount in December and November, respectively.

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When it launched three years ago, it took off in Nielsen D markets - the least-popular TV markets, like Albany, Georgia or Missoula, Montana, as opposed to "Nielsen A" markets like Los Angeles and New York City - ranking fourth among viewers between 25 and 54 in that designation.

According to the Wall Street Journal, in "Nielsen A" markets, it didn't even crack the top 50 watched shows.

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