ABC Primetime Ratings Report For the week of March 29, 2010

Primetime Ratings Report For the week of March 29, 2010 (Based on National Live + Same Day Program Ratings)

Marking its Strongest Non-"Oscar" Results in 3 Months, ABC is the Only Broadcaster to Grow Year to Year in Viewers and Young Adults

"DWTS" is Week's Most-Watched TV Show, the 1st Non-"Super Bowl"-led Series In Nearly 5 Years to Outdraw Both Editions of "Idol" During a Nielsen Week

ABC Claims 5 of the Week's Top 10 TV Shows in Adults 18-49, with "DWTS," "Lost," "Modern Family," "Castle" and "Grey's Anatomy"

ABC is No. 1 on Monday for the 2nd Straight Week in Viewers and Young Adults

ABC's "Dancing with the Stars" Wins Each of its Half-Hours and is Monday's Top Program in Viewers and Adults 18-49 for the 2nd Straight Week

"Castle" Wins Monday's 10pm Hour and Hits Series Highs In Viewers and Young Adults for the 2nd Week in a Row

Despite Moving into an Earlier Time Period Opposite "American Idol," ABC's "DWTS the Results Show" Earns its Best Premiere Numbers Since Fall 2008

Generating its Biggest Audience This Season Against "Idol" and Growing for the 2nd Straight Week, ABC's "Lost" Marks its Most-Watched Telecast in 7 Weeks

"V" Returns After 4 Months at No. 1 in its Slot with Adults 18-49, Marking the Net's Best Number in the Hour with Regular Programming in Well Over 1 Year

ABC's Annual Broadcast of "It's the Easter Beagle Charlie Brown" Jumps Year to Year by 11% in Total Viewers and by 17% in Adults 18-49

Jumping from its Lead-in by a Best-Ever 95% in Adults 18-49 Against Fox's "American Idol," "Modern Family" Turns in its Best Numbers in Nearly 2 Months

For the 2nd Consecutive Week, ABC's "Cougar Town" is the No. 1 Scripted TV Show Wednesday at 9:30pm in Adults 18-49

"Grey's" is Thursday's No. 1 TV Show in Young Adults and "Private Practice" Ranks as The No. 1 Scripted Show in its Slot with Adults 18-34 for its 18th Straight Original

"Jamie Oliver's Food Revolution" Ranks No. 1 Friday at 9pm in Adults 18-49, Standing as the Top-Rated Regular Show in the Hour for the 2nd Week in a Row

"AFV" is the No. 1 Series Sunday at 7pm in Adults 18-49 for its 5th Straight Telecast

WEEK No. 28:

During the week of March 29, 2010, ABC's "Dancing with the Stars" finished as the most-watched TV show, for the first-time ever, outdrawing both weekly editions of Fox's "American Idol." In fact excluding only post-"Super Bowl" shows, it represented the first time in nearly 5 years for any regular TV series to draw more viewers than both editions of "Idol" during a Nielsen week - since w/o 5/16/05. Also for the week, ABC delivered a season-best 5 of the Top 10 TV shows in Adults 18-49, including Top 2 scripted series and TV's No. 1 comedy: "Dancing with the Stars" - No. 3, "Lost" - No. 6 (No. 1 scripted), "Modern Family" - No. 8 (No. 2 scripted/No. 1 comedy), "Castle" (series high) and "Grey's Anatomy" tied at No. 10.

Gaining overall audience for the 2nd straight week, ABC marked its strongest non-"Oscar" week in 3 months with Total Viewers (8.5 million) and Adults 18-49 (2.5/8-tie) - since w/o 1/4/10.

Growing over the year-ago week (w/o 3/30/09) by 1.3 million viewers (8.5 million vs. 7.2 million) and by 19% in Adults 18-49 (2.5/8 vs. 2.1/6), ABC was the only broadcaster to register year-to-year increases on either Nielsen measure.

A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 36% currently, from 30% at the same point in 2009. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. The only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.

Monday

For the 2nd week in a row, ABC won Monday night (and all 6 half-hours of primetime), leading its nearest competition on the evening (CBS) by 11.7 million viewers (20.0 vs. 8.3 million) and by 75% in Adults 18-49 (4.9/14 vs. 2.8/8). ABC was up over the year-ago Monday by 3.2 million viewers and by 20% in Adults 18-49 (16.8 and 4.1/11 on 3/30/09). In fact over the past 2 weeks, ABC delivered the Top 2 most-watched non-sports Mondays for any network in more than 3 years - since 1/15/07.

"Dancing with the Stars" (8:00-10:02 p.m.)

ABC's "Dancing with the Stars" registered as Monday's No. 1 TV program for the 2nd straight week with Total Viewers (23.0 million) and Adults 18-49 (5.6/16). Building steadily throughout its broadcast, "DWTS" soared to the top of its time period with viewers and young adults, drawing a bigger overall audience than CBS, NBC, Fox and CW combined (4-nets combined = 22.5 million). In fact, "DWTS" produced its most-watched non-premiere/non-finale installment ever.

"Castle" (10:02-11:00 p.m.)

The conclusion of an explosive two-part "Castle" finished No. 1 in the 10 o'clock hour and achieved new series highs in both Total Viewers (13.9 million) and Adults 18-49 (3.5/10), taking the top spot for the 2nd consecutive week. The ABC sophomore drama overshadowed its original drama competition in the hour on NBC, more than doubling the overall audience of veteran "Law & Order" and leading by 94% in Adults 18-49 ("L&O" = 6.0 million and 1.8/5). Shooting up over its performance on the year-ago night in Total Viewers (+53%) and Adults 18-49 (+46%), "Castle" marked the series' highest-ever numbers for its 2nd straight airing.

"Castle" qualified as the No. 1 scripted show on Monday in Total Viewers (13.9 million), Adults 18-34 (2.5/8-tied) and across all key Women demographics: W18-34/W18-49/W25-54.

"Castle" delivered ABC's biggest audience in the time period with a regular scripted series telecast since 1996 and its top Adult 18-49 number since 2003 - since 4/22/96 and 5/5/03, respectively.

Tuesday

With its Tuesday lineup of "DWTS the Results Show," "Lost" and "V," ABC ranked No. 2 on the night to Fox with a 2-hour "Idol" in Total Viewers (10.5 million) and Adults 18-49 (3.3/9), topping NBC's original schedule by 3.5 million viewers and by 22%, respectively (2-hour Biggest Loser/Parenthood = 7.0 million and 2.7/8)

The Net's numbers shot up over the same Tuesday last year by 2.5 million viewers and by 57% in Adults 18-49 (8.0 million and 2.1/6 on 3/31/09). On both Nielsen measures, ABC posted its strongest Tuesday night results in 2 months - since 2/2/10.

"DWTS the Results Show" (8:00-9:00 p.m.)

Finishing a solid No. 2 to Fox's opening hour of a 2-hour "American Idol" from 8:00-9:00 p.m., ABC's season premiere of "DWTS the Results Show" beat out the opening hour of NBC' time-slot regular "Biggest Loser" by 7.5 million viewers (14.3 million vs. 6.8 million) and by 15% in Adults 18-49 (3.0/9 vs. 2.6/8). In fact "DWTS the Results Show" registered as the 2nd-most-watched TV show on Tuesday, behind only Fox's 2-hour "American Idol." Actress Shannen Doherty was the first celebrity to leave the competition in its 10th season.

Moving from its former 9:00 p.m. slot into the 8:00 p.m. hour this season, the ABC dancing results show produced the Net's largest audience in the hour in nearly 5 months - since 11/3/09.

Although it shifted into an earlier time period and aired against "Idol," it was "DWTS the Results" strongest premiere since Fall 2008 (3 seasons ago) in viewers and young adults - since 9/30/08.

"Lost" (9:00-10:02 p.m.)

Opposite stiff original competition at 9:00 p.m. on Fox (second hour of a 2-hour "American Idol") and NBC (second hour of a 2-hour "Biggest Loser"), ABC's "Lost" built on its lead-in by 37% in Adults 18-49. Dominating its non-"Idol" competition in the 9 o'clock hour among Adults 18-49, "Lost" (4.1/11) outperformed NBC's "Biggest Loser" by its largest margin yet of 32% (3.1/8) and "NCIS: LA" encore by 116% (1.9/5/5).

"Lost" finished as Tuesday's No. 1 scripted TV show for the 9th straight week in Adults 18-49, Adults 18-34 and among key Men (M18-34/M18-49).

Growing its viewer and young adult numbers for the 2nd straight week, "Lost" turned in its most-watched telecast (10.1 million) in 7 weeks - since 2/9/10. In addition, it was the ABC drama's biggest audience this season against "American Idol."

"V" (10:02-11:00 p.m.)

On its first original telecast since November, freshman "V" returned to ABC's schedule in winning fashion, ranking No. 1 in the 10 o'clock hour among Adults 18-49 and defeating NBC's freshman "Parenthood" by 12% (2.8/8 vs. 2.5/7). In fact "V" was the No. 1 show in its time period across all key Adult demos (AD18-34/AD18-49/AD25-54).

Please note that, similar to its "Lost" lead-in, "V" exhibits substantial increases over its first-reported numbers through DVR playback, picking up an average 2.0 million viewers (+18%) and an additional 9-tenths of an Adult 18-49 rating point (+24%) from the initially reported Live + Same Day Numbers to the Live + 7 Day DVR finals.

Despite its 4-month hiatus, "V" retained 90% of its last original airing in November (on 11/24/09) among Adults 18-49 (2.8/8 vs. 3.1/9) and was up with Adults 18-34 and Men 18-34.

"V" marked ABC's strongest Adult 18-49 performance in the time period with a regularly scheduled program (excluding extended editions of "Lost" and "DWTS the Results") in well over 1 year - since 1/13/09.

Wednesday

ABC earned second place to "Idol"-boosted Fox on Wednesday among Adults 18-49 (2.1/6).

"It's the Easter Beagle Charlie Brown" (8:00-8:30 p.m.)

ABC's annual broadcast of "It's the Easter Beagle Charlie Brown" surged year to year by 11% in Total Viewers (4.9 million vs. 4.4 million) and by 17% in Adults 18-49 (1.4/5 vs. 1.2/3).

"The Middle" (8:30-9:00 p.m.)

Surging from its lead-in at 8:30 p.m. by 43%, ABC's "The Middle" finished No. 2 in its time slot among Adults 18-49 (2.0/6). The ABC freshman comedy also took second in the half-hour with Adults 25-54 and Women 18-49 (tie).

"Modern Family" (9:00-9:30 p.m.)

Opposite Fox's "American Idol" at 9:00 p.m., ABC's "Modern Family" built on its lead-in by a best-ever 95% to finish as the No. 1 scripted show in its time slot for its 6th week in a row among Adults 18-49 (3.9/11). Also in the half-hour, the ABC freshman comedy finished in a virtual tie with "American Idol" as the No. 1 program among Men 18-34 (3.0/11 vs. 3.1/11).

"Modern Family" qualified as Wednesday's No. 1 scripted TV show in young Adults (AD18-34/AD18-49) for its 7th consecutive original broadcast.

Growing its overall audience for its 3rd original airing, "Modern Family" marked its most-watched telecast (9.5 million) and its highest Adult 18-49 rating in 7 weeks - since 2/10/10. In fact the show drew its 2nd-largest audience ever against "Idol."

"Cougar Town" (9:30-10:01 p.m.)

Airing against a surging "American Idol," ABC freshman "Cougar Town" stood as the No. 1 scripted show at 9:30 p.m. for the 2nd straight week in Adults 18-49 (2.6/7).

Thursday

ABC earned second place on Thursday among Total Viewers (7.6 million) and Adults 18-49 (2.5/8), while ranking a strong No. 1 among Adults 18-34 with a 21% advantage over second-place Fox (2.3/8 vs. 1.9/7).

Please Note: On the Thursday leading into Easter weekend and during Passover, overall Adult 18-49 TV usage levels were down a sharp -8% week to week (31.6 vs. 34.2).

"Grey's Anatomy" (9:00-10:01 p.m.)

Building sharply on its lead-in (+4.9 million viewers/+133% in AD18-49), ABC's "Grey's Anatomy" won its hour by 30% over its nearest competition in Adults 18-49 (3.5/11 vs. 2.7/8 - CBS' "The Mentalist") to rank as Thursday's No. 1 TV show in the key young Adult sales demo (tie). In addition, "Grey's" beat "The Mentalist" by 106% with Adults 18-34 (3.3/11 vs. 1.6/6). CBS flip-flopped the time period for "CSI" and "The Mentalist" on the night. It was "Grey's" 17th time in 18 original broadcasts this season to qualify as Thursday's No. 1 scripted series with young adults.

"Private Practice" (10:01-11:00 p.m.)

ABC's "Private Practice" ranked a strong second to CBS' "CSI" in the 10 o'clock hour among Total Viewers (7.8 million) and Adults 18-49 (2.6/8), beating out NBC's "Marriage Ref" (5.4 million and 2.3/7) by a 2.4 million viewers and by 13% with young adults. The ABC sophomore series dominated the hour over its drama competition in Adults 18-34, beating "CSI" by 47% (2.2/8 vs. 1.5/5). In fact it was the 18th consecutive original telecast this season for "Private Practice" to register as the No. 1 scripted show in its slot in Adults 18-34, as well as key Women (W18-34/W18-49).

Friday

Please Note: On Good Friday and during Passover, the overall Adult 18-49 TV usage level declined by a notable -9% on the night week to week.

"Jamie Oliver's Food Revolution" (9:00-10:00 p.m.):

Jumping over its lead-in at 9:00 p.m. among Total Viewers (+23%) and Adults 18-49 (+25%) and building throughout its telecast, "Jamie Oliver's Food Revolution" ranked No. 1 in its hour among Adults 18-49 (1.5/5-tie) and among key Women: W18-34 (1.6/7) and W18-49 (2.0/7). In fact on all 3 measures, it was the new series' 2nd week in a row to register as No. 1 regular program in its time period. Among Adults 18-49, "Food Revolution" beat established original competition in the time period on CBS by 15% ("Medium" - 1.3/5) and on NBC by 7% ("Dateline" - 1.4/5).

Despite facing lower overall viewing levels year to year (Good Friday '09 fell 2 weeks later on the calendar), "Jamie Oliver's Food Revolution" improved the time period for ABC by 7% in Adults 18-49, over the year-ago night with original programming.

Saturday

"ABC Special Presentation-4/3: The Ten Commandments"

With its 30th broadcast of "The Ten Commandments" against CBS' NCAA Basketball Final 4 coverage, ABC stood as the No. 1 non-sports network on Saturday in Total Viewers (6.1 million) and Adults 18-49 (1.5/5).

The 1956 theatrical stood as Saturday most-watched non-sports program (5.7 million viewers on average from 7:00-11:22 p.m.).

In Total Viewers and Adults 18-49, "The Ten Commandments" generated ABC's best non-sports Saturday in almost 1 year - since 4/11/09.

Sunday

"America's Funniest Home Videos" (7:00-8:00 p.m.)

ABC's "America's Funniest Home Videos" ranked No. 1 in the opening hour of Sunday's prime in Adults 18-49 (1.4/5-tied), standing as the top-rated series in the hour for its 5th consecutive telecast.

"Extreme Makeover: Home Edition" (8:00-10:00 p.m.)

A 2-hour edition of ABC's "Extreme Makeover: Home Edition" outperformed its previous 2-hour telecast (2/14/10) by 1.8 million (7.8 million vs. 6.0 million) and by 21% in Adults 18-49 (2.3/7 vs. 1.9/5). The unscripted ABC program topped the NBC's "Celebrity Apprentice" in their common 9:00-10:00 p.m. hour by 2.1 million viewers (8.6 million vs. 6.5 million) and by 8% among young adults (2.7/7 vs. 2.5/7). Overall, "Home Edition" outdrew the 2-hour telecast of the NBC program in viewers (7.8 million vs. 7.2 million).

ABC's "Extreme Makeover: Home Edition" gained 2.6 million viewers (6.5 million to 9.1 million) and 61% in Adults 18-49 (1.8/6 to 2.9/8) from its first-half hour to its final half-hour.

Source: The Nielsen Company (National Live+Same Day Program Ratings), week of 3/29/10, unless stated otherwise.

 

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