ABC's AMERICAN CRIME STORY Holds Steady Week-to-Week

"American Crime" (10:00-11:00 p.m. - 3.6 million and 0.9/3 in AD18-49): Despite a notably lower repeat lead-in week to week at 10:00 p.m. ("black-ish" declined 5-tenths from last week's original), "American Crime" held steady with the prior week in Live + Same Day Adults 18-49 (0.9/3 vs. 1.0/3).

Live + 3 Day: On average this season, "American Crime" jumps +55% over its L+SD Adult 18-49 rating after 3 days of TV playback (1.1 rating to a 1.7 rating).

Live + 7 Day: Based on the first round of L+7 for the show's second season (released this past Monday), the "American Crime" premiere spiked +67% over its L+SD rating after 7 days of TV playback (1.2 rating to a 2.0 rating), marking the series' largest-ever playback increase. The ABC drama's overall audience expanded by 2.9 million viewers on average in L7 (+62% - 4.7 million to 7.6 million).

Projections Rationale: Lifts vs. L+SD are based on 2015-16 season averages for originals (excluding the premiere).
Returning shows: Profile based on same show (either premiere or averages for originals).
New Series: Based on similar series.

A note about DVR penetration: DVR penetration in the Nielsen sample is currently at 48% in U.S. TV Homes. More viewers are watching shows on their own timetables, which are increasingly not reflected in the overnight Live + Same Day numbers. As a result, the Live + 7 Day ratings are the most accurate Nielsen measure to gauge the size of the TV audience.

Source: The Nielsen Company, Fast Affiliate Live + Same Ratings for 01/27/16.

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