TV By the Numbers
Agents of SHIELD had a 1.19 "Renew/Cancel Index" according to the site, which meant that its ratings in the coveted 18-49 age demographic were 19% better than ABC's network average. Using that measure, it was the network's 6th highest rated scripted show out of 25 that the site tracked.
The 18-49 demographic is the one that the advertisers really care about, because kids don't make any money and older people are considered to be set in their ways.
AoS was one of just a handful of shows that actually had a median viewer age squarely within that 18-49 demo. The average AoS viewer is 38, which sounds old until you compare it to everything else. NCIS is a ratings juggernaut but the median age of its viewers is about 60. The same goes for many other prime time TV shows, which are most popular with people in their mid to late 50s.
Until recently, I had no idea that mainstream TV audiences had gotten that old. At 29, I don't keep up with any new shows anymore aside from
Agents of SHIELD, preferring movies on DVD/Blu-Ray and semi-binging on Netflix instead. Apparently, such viewing habits are much more common with young people.
I also didn't actually watch most of AoS live, preferring to DVR the entire season. DVR is interesting because it isn't accounted for in traditional Nielsen ratings, but it
is tracked. Everything the DVR user does, from watching to rewinding and pausing, is recorded as data. I don't know how much advertisers care about DVR compared to live viewing, since a DVR user can just fast forward through all of the commercials. However, I do remember stopping for a few interesting commercials while watching my AoS episodes. Other people have probably done the same.
According to other articles I've seen, AoS was one of the most DVR'd shows on TV.
It's basically a magnet for young and technologically savvy viewers, so it had a LOT going for it besides its Nielsen ratings (which never even became "bad," just a lot lower than the sky-high ratings for the show's premiere). The one bad thing you could say about AoS's performance was that it was allegedly an expensive show to produce, but no solid numbers have actually come out on that.
So the show has been pretty safe for a while. I trust numbers like that over vague and often click-baity articles that just offered speculation about whether the show would be canceled or not.