ABC's DANCING WITH THE STARS Grows Week to Week Among Adults 18-49

"Dancing with the Stars" (8:00-9:00 p.m. - 10.7 million and 1.8/6 in AD18-49): Despite cutting back to a shortened 8:00-9:00 p.m. 1-hour format for the first Presidential Debate, ABC's "Dancing with the Stars" grew week to week in Adults 18-49 (+6% - 1.8/6 vs. 1.7/6) and rose 13% from its telecast on the same night last year (1.6/5 on 9/28/15).

"Dancing" Premiere Live + 7 Day Ratings (just released): The season premiere of "DWTS" (on 9/12/16) grew to a 2.7 Adult 18-49 rating after 7 days of TV playback, improving over its Spring 2016 premiere by 18% (2.3 rating) and over its September 2015 premiere by 4% (2.6 rating) to deliver its highest-rated season opener in 2 years - since 9/15/14. Growing +0.6 rating points over its L+SD rating, "DWTS" matched its biggest L+7 increase ever with Adults 18-49.

Projections Rationale: Lifts vs. L+SD are based on the 2015-16 season for premiere telecast or an average 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 49% 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 measure to gauge the size of the TV audience.

Source: The Nielsen Company Fast Affiliate Live + Same Day Ratings, 9/26/16.

Photo credit: ABC/ Eric McCandless*

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