The Shield Rebounds


FX's increased marketing for its controversial The Shield helped the
cop series to bounce back Tuesday night to a 3.0 rating, up 36 percent from last
week's 2.2.

After five episodes, the gritty police drama has averaged a 3.2, which, 'by
all standards, is a hit,' FX contended.

Demographics for the series are also strong, with 72 percent of its total
viewership in the 18-through-49 group.

However, some skittish advertisers continue to leave the show. Anheuser-Busch
Cos. Inc. and Tricon Global Restaurants have pulled out, along with Burger King
Corp., Office Depot Inc. and New Balance Athletic Shoes Inc.

An FX spokesman stressed that there has been 'no mass exodus' of sponsors,
and that 11 new ones have come on board to more than replace those that jumped