TV Ratings: 'Captain America' Can't Rescue 'Agents of SHIELD'

When "Marvel's Agents of SHIELD" has tried in the past to link itself with the Marvel cinematic universe via "The Avengers"—a cameo by Samuel L. Jackson's Nick Fury here, a "Thor"-inspired plot there—the cross-overs haven't done a lot to boost the series' steadily declining ratings. This week, the series went even more aggressively after synergy by associating itself with "Captain America: The Winter Soldier," which opened on Thursday night. The latest attempt was even less successful than the previous ones.

Promotion for "Agents" has teased the tie-in, promising that this week's and next week's episodes will be related to "Winter Soldier." The hope, of course, is that rabid "Avengers" fans would tune in this week, run out to see "Winter Soldier" over the weekend, and then come back to "Agents" next week full of renewed excitement for all things Marvel.

The second step in the plan looks like it will work just fine; based on the movie's Thursday-night performance, lots of people are going to run out to see "Winter Soldier." The other two steps, the ones that involve watching "Agents," aren't looking so good.

The first of the tie-in episodes, last Tuesday's "The End of the Beginning," was the latest instance in a long string of bad ratings news for the series. The episode tied a series low, with 5.4 million total viewers. Its 1.8 rating in the 18-49 demographic was a distant third place in its time slot behind "The Voice" and "NCIS."

What initially looked like an ideal venue for cross promotion between Marvel's TV and film properties has turned into a major disappointment, as "Agents" has been unable not only to deliver anything approaching the popularity of the Marvel movies, but to even seriously compete in its time slot over the past several months.