ABC Wins With 'Dancing' & 'Bachelorette,' Grows its Audience Year to Year

ABC qualified as most-watched TV network for the 10th consecutive week (all 4 Mondays of the May Sweep). ABC built its overall Monday audience from the year-ago night for the 9th time in 10 weeks.

From 8-9pm, ABC's Monday finale of Dancing with the Stars ranked #1 in its time period among both Total Viewers and Adults 18-49 for the 10th week in a row (on each telecast of its 10th Season), leading its nearest competition by 10.7 million viewers (19.1 million vs. 8.4 million - Fox's 24 series finale) and by 18% in Adults 18-49 (4.0/12 vs. 3.4/10 - CBS' How I Met Your Mother/Rules of Engagement). The ABC dancing performance show qualified as Monday's most-watched television series overall for the 10th week running. Based on final projections, DWTS generated its most-watched season ever.

From 9-11pm, the 6th-season premiere of The Bachelorette earned second place against its broadcast competition among Total Viewers (9.2 million viewers) and Adults 18-49 (2.8/8), while ranking #1 in its 2-hour slot among its core audience of Women 18-34 (3.8/11). In addition, The Bachelorette finished as the #1 TV series in the 10 o'clock hour, beating the season finale of CBS' veteran drama, CSI: Miami among Adults 18-34 (2.4/7 vs. 2.3/7), Women 18-34 (3.8/11 vs. 2.9/8) and Women 18-49 (4.2/11 vs. 3.9/10). Retaining nearly all of its DWTS lead-in (97%) among Women 18-34 (3.8/11 vs. 3.9/12), The Bachelorette posted ABC's highest rating in the time-slot in 6 weeks - since 4/12/10. The Bachelorette was up over its year ago season premiere by 6% in Total Viewers (9.2 million vs. 8.7 million on 5/18/09).

Quick Take for Monday, May 24, 2010 (Fast Affiliate Live + Same Day Program Ratings)

ABC is No. 1 in Viewers on the Night in the Final 10 Weeks of the Season, While Standing as the Most-Watched Net on All 4 Mondays in May

ABC's "Dancing with the Stars" Wins its Time Slot in Viewers and Adults 18-49 and Stands as Monday's Most-Watched Television Series in All 10 of its Telecast

Opposite Season Finales on CBS, NBC and Fox, ABC's Season Premiere of "The Bachelorette" Leads its 2-Hour Time Slot Among its Core Audience of Women 18-34

"The Bachelorette" Is Up Over its Year-Ago Premiere in Total Viewers

Monday Night (8:00-11:00 p.m.)

ABC qualified as the most-watched TV network (12.5 million) for the 10th consecutive week (all 4 Mondays of the May Sweep). ABC built its overall Monday audience from the year-ago night for the 9th time in 10 weeks.

"Dancing with the Stars" (8:00-9:00 p.m.)

From 8:00-9:00 p.m., ABC's Monday finale of "Dancing with the Stars" ranked No. 1 in its time period among both Total Viewers and Adults 18-49 for the 10th week in a row (on each telecast of its 10th Season), leading its nearest competition by 10.7 million viewers (19.1 million vs. 8.4 million - Fox's "24" series finale) and by 18% in Adults 18-49 (4.0/12 vs. 3.4/10 - CBS' "How I Met Your Mother"/"Rules of Engagement"). The ABC dancing performance show qualified as Monday's most-watched television series overall for the 10th week running. Based on final projections, "DWTS" generated its most-watched season ever.

"The Bachelorette" (9:00-11:00 p.m.)

From 9:00-11:00 p.m., the 6th-season premiere of "The Bachelorette" earned second place against its broadcast competition among Total Viewers (9.2 million) and Adults 18-49 (2.8/8), while ranking No. 1 in its 2-hour slot among its core audience of Women 18-34 (3.8/11). In addition, "The Bachelorette" finished as the No. 1 TV series in the 10 o'clock hour, beating the season finale of CBS' veteran drama, "CSI: Miami," among Adults 18-34 (2.4/7 vs. 2.3/7), Women 18-34 (3.8/11 vs. 2.9/8) and Women 18-49 (4.2/11 vs. 3.9/10).

· Retaining nearly all of its "DWTS" lead-in (97%) among Women 18-34 (3.8/11 vs. 3.9/12), "The Bachelorette" posted ABC's highest rating in the time-slot in 6 weeks - since 4/12/10. "The Bachelorette" was up over its year ago season premiere by 6% in Total Viewers (9.2 million vs. 8.7 million on 5/18/09).

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 31% 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.

Source: Nielsen Media Research (Fast Affiliate Ratings, Live + Same Day Program Ratings), 5/24/10.

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