'Chuck' saved by fans, Facebook, Twitter and Subway (AD, DHD, BLOOM)

By R. Kinsey Lowe

"Chuck" attracted a lot of attention for NBC's incorporation of Subway sandwiches into the storyline of the slackers-geeks-spy show, but in the end it proved crucial in saving the series from cancellation.

NBC strung viewers and producers of the show along till the last minute, and fans of the show online and as customers of Subway provided the tipping point that pushed execs at the Peacock network to renew the show, according to reports on Deadline Hollywood Daily, Ad Age/Madison + Vine and Bloomberg, among others.

NBC signed one of next season's first publicly announced upfront advertising deals, securing the sandwich chain's continued support, Ad Age reported.

Long known to be on the bubble for renewal, "Chuck" has averaged a modest 2.8 rating and 7.3 million viewers in its second season, down 16% from its first, but NBC's Ben Silverman said the show's rabid fan base, lobbying by its producing studio Warner Bros. and Subway's interest helped persuade NBC to keep it.

The network has ordered only 13 episodes and the show won't return until 2010, but Silverman said it could order more for next summer. NBC also will promote "Chuck" during the Winter Olympics.

Fans communicated their support on Twitter and Facebook, Bloomberg reported, and bought foot-long sandwiches from Subway on the day of the season finale.

Readers of the blog Television Without Pity also summoned fans to write letters, buy sandwiches at Subway and watch the second-season finale en masse, Ad Age said.

Subway's $22 million in advertising on NBC in 2007 didn't hurt, either, and its continuing deal provides access to multiple NBC series.

An unidentified NBC exec told Deadline Hollywood Daily that "the demand for 'Chuck' that came out of the online community, the critical community, and the advertising base made us have to pick up that show. ... I was sent more Nerds than anyone could consume in a lifetime ... And Subway and Subway consumers drove so much energy our way."

Subway promotions will be integrated into the show�s third season, Bloomberg said, citing an NBC e-mail. The network also will attempt to maintain momentum with online content before the show returns. "Chuck" had already been running webisodes.

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