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‘Dancing With the Stars’ stumbles in popularity

Is “Dancing With the Stars” losing a step?

Through most of eight seasons, ABC’s celebrity ballroom competition has been bested in total viewership only by Fox’s “American Idol.” Heading into the middle of Season 9, scores of fans are sitting this dance out.

Season-to-date, it’s still one of television’s top shows. Its Monday competitions are averaging 17.1 million viewers — 11 percent below last fall’s first four episodes and 15 percent below fall 2007 shows. Last week’s competition show lured just 16.4 million viewers, lowest since 2006.

Tuesday results shows are down even more, drawing 12.4 million last week and averaging 13.6 million for the season — down 17 percent from fall 2008. Also troubling: Among the coveted 18-49 age demographic, Monday “DWTS” shows are down 24 percent, and Tuesday episodes are off 27 percent.

“Maybe it is getting long in the tooth; historically, ratings go down over time, not up,” says Robert Seidman of industry tracker www.tvbythenumbers.com.

ABC executives and “DWTS” producers won’t comment. But a dull celebrity cast and counterprogramming rivals also appear to be crimping viewership.

ESPN’s “Monday Night Football” is scoring big-time as last week’s Minnesota/Green Bay matchup lured a cable record 21.8 million viewers. Two Tuesday network newcomers, CBS spinoff “NCIS: Los Angeles” and Fox’s “So You Think You Can Dance” (which also has aired on some Wednesdays and Thursdays), are siphoning from “DWTS.”

“NCIS: LA” is averaging about 17 million viewers. Head-to-head with Tuesday’s “DWTS” results shows, “SYTYCD” averages 5.9 million viewers, which suffers in comparison to the show’s stronger summer results.

“When you put two dance shows against each other, you’re going to have an impact,” says Mike Darnell, Fox’s head of alternative programming. “We’re exceptionally pleased. We’re dominating the 18-to-49 demographics for that hour. That’s all we care about.”

Darnell expects viewership for “SYTYCD” to climb as competition shifts to 20 finalists, though some October and November shows will be pre-empted by network coverage of Major League Baseball playoffs.

Dance pro Jeff Allen, author of “The Complete Idiot’s Guide to Ballroom Dancing,” says viewers may be more interested in watching actual dancers compete instead of celebrity wannabes. “Just how much dancing can anyone watch a week?” he asks.

Viewers may also be souring on this season’s expanded cast. Sixteen celebs were chosen this season, vs. six in Season 1 and 13 last spring. Moreover, past celebrities had strong fan bases or potential intrigue, including spicy rapper Lil’ Kim and Heather Mills, an amputee and the ex-wife of Paul McCartney.

This season’s big “get,” former House majority leader Tom DeLay, drew much media interest, but the Texas two-stepper stumbled on the dance floor before foot fractures forced him out last week.

Some observers say changes may be in store. “It’s still greatly valued among advertisers,” says Andy Donchin of media buyer Carat USA. “But with so many contestants and shows running in the fall and spring, it may need to be tweaked. Maybe there’s a case for running it once a year.”