“Insanity is doing the same thing over and over again and expecting different results.” – Albert Einstein
The classic saying above rings true in many aspects of life, but perhaps no truer than when thinking of Saban Brands, who has continued to trot out the same, consistent Power Rangers product year after year despite blatant warning signs on the horizon.
Year after year, Saban Brands continues to slap on the word “Super” and produce a Power Rangers TV show that disappoints fans in quality. Year after year, Nickelodeon continues to elect for a summer hiatus that causes an annual viewership drop that’s proven unrecoverable. Year after year, Saban Brands continues to remain unwilling or unable to prevent international territories from airing new episodes months in advance, unleashing a barrage of online leaks and spoilers. And year after year, Power Rangers’ TV ratings continue to decline, as the brand loses more fans by the day.
So, it should come as no surprise that Power Rangers has finally reached its lowest point in viewership, as Power Rangers Ninja Steel’s mid-summer premiere failed to break even 1 million viewers for the first time in the Saban Brands era of Power Rangers (2011-present).
‘Rocking And Rolling’, the 9th episode of Power Rangers Ninja Steel, marked the TV show’s return to Nickelodeon on August 12, but only 950,000 viewers tuned in.
Sinking below 1 million viewers is an obvious cause for concern for a TV show that was once closing in on 4 million viewers in 2011 when Saban Brands bought back the Power Rangers property from Disney.
What this equates to is a 75% reduction in audience over Saban Brands’ 7-year run with the brand.
Although the data is both concerning and disappointing, one thing it’s surely not is surprising. As Saban Brands continues to trot out the same product and formula on a yearly basis, refusing to enact any change despite the blatant warning signs and negative data staring them in the face, the painful downfall of the Power Rangers can be seen as nothing other than expected.
Surely some of Power Rangers’ viewership decline can be attributed to the current changes in technology, as consumers shift away from traditional TV services in favor of streaming services such as Amazon Prime or Netflix.
However, not all of Power Rangers’ struggles can be attributed to changing consumer habits, as no TV show on Nickelodeon has lost a bigger percentage of its audience since 2011 than Power Rangers.
Still, in hopes of improvement, fans will continue to call for change in a world that consistently demands it. The only question is, will Saban Brands wake up to the reality surrounding their #1 brand before it’s too late to save it? Or is it already too late to truly save the Power Rangers from the depths of irrelevancy?
The Power Rangers have defied many odds, and defeated many villains over their 25-year run. But if Saban Brands’ plan is have them take down one of Albert Einstein’s most timeless quotes, the data clearly shows, it’s not working.
Insanity IS doing the same thing over and over again and expecting different results.