Though the show debuted to average ratings in a competitive Wednesday time period and fell in its second week, "Gossip" grew a notch last week to a 1.2 rating among adults 18 to 49 (and a 1.7 in the network's target 18 to 34 demographic). The network has picked up the back nine episodes for a total series order of 22 shows.
Moreover, the network said its initial wave of DVR ratings show "Gossip" is picking up some significant non-live viewing. For the premiere, the drama is up 20 percent in adults 18 to 34 and 18 percent among 18 to 49.
"People everywhere are talking about 'Gossip Girl,' and we believe this show will continue to build audience as it builds buzz," said Dawn Ostroff, president of entertainment at The CW. "Josh Schwartz and Stephanie Savage have created an incredibly heightened-reality world that viewers are locking into while advertisers, affiliates and press have also embraced the show. The series has earned its early pick-up and we look forward to a long run on The CW."
As previously reported, "Gossip" also gained viewers from hefty amounts of iTunes downloading. The two most recent episodes rank among the top five shows downloaded with the service, according to The CW.