ABC's DANCING WITH THE STARS Narrows Adult 18-49 Gap with 'The Voice'

"Dancing with the Stars" (8:00-10:00 p.m. - 10.6 million and 1.7/6 in AD18-49): Opposite season premiere/debut competition on each of the other nets from 8:00-10:00 p.m., ABC's 2nd week of "Dancing with the Stars" beat Fox's drama openers ("Gotham"/"Lucifer") in the 2-hour time period by 6.5 million viewers (10.6 million vs. 4.1 million) and by 31% in Adults 18-49 (1.7/6 vs. 1.3/4).

Among Adults 18-49, "DWTS" held even with week 2 of its most recent spring cycle (1.7/6 on 3/28/16) and was also steady with week 2 of last fall (1.8/6 on 9/21/15). Head to head from 8:00-10:00 p.m., "Dancing with the Stars" narrowed the gap year to year with the fall premiere of NBC's "The Voice" in Adults 18-49 (-1.6 rating vs. -1.7 rating on 9/21/15).

"Match Game" (10:00-11:00 p.m. - 4.7 million and 0.9/3 in AD18-49):
At 10:00 p.m., the season finale of ABC's "Match Game" held even with its most recent original in August among Adults 18-49 (0.9/3 on 8/28/16), while spiking 50% in Adults 18-34 and 125% in Women 18-34. In fact the show earned its top Adult 18-34 number since July and a best-since-debut number with Women 18-34 - since 7/31/16 and 6/26/16, respectively.

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, 9/19/16.

Photo credit: ABC *

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