Fans of The CW's cult hit Supernatural got their extra cookie early this fall. The first episode of Supernatural season 3 became available for download for free on itunes on October 3, a full day before the season premiere on October 4.

Supernatural is a show that exists "on the bubble," struggling to find a larger audience despite two charismatic lead actors (Jensen Ackles' Dean Winchester and Jared Padalecki's Sam Winchester) and a clever mix of drama, scares, and humor.

Making episodes available online ahead of time seems to be a trend with networks lately, in addition to providing streaming episodes on their website. Not all networks are embracing the trend. ABC says they fear it could negatively affect ratings, but CBS, NBC, The CW, and FOX seem to have tentatively embraced the practice. Some of this fall's pilots were also available ahead of time on cable in-demand services.

With the increased use of new technology, the television industry is reassessing the traditional Nielsen box rating method. Digital video recorders such as TiVO causes delayed ratings after viewers watch whatever the hard drive has recorded a day or two late. More and more viewers are watching episodes online, either via torrents or streaming from the network websites. Networks log website viewings, while vendors such as itunes and Amazon can track sales of a particular episode, providing networks with additional data on viewership.

For a show like Supernatural, giving viewers a sneak peek can create buzz, the chance that those who see it early will get excited and tell their friends. Only time will tell if the strategy is working.

Source: The Nashua Telegraph