Opposite CBS' new Thursday lineup led by "The Big Bang Theory" at 8:00 p.m., ABC ran a strong second on the night among Adults 18-49 (1.4/5). Despite the increased competition from CBS with its entertainment premieres, ABC's Thursday primetime delivery held exactly even week to week in Adults 18-49.
• ABC's "Grey's Anatomy" finished as Thursday's No. 2 TV series to "The Big Bang Theory" in Adults 18-49, topping CBS' "The Great Indoors" debut out of "Big Bang" at 8:30 p.m. by 10% (2.2/8 vs. 2.0/7) to rank No. 1 in the half-hour. In addition, "Grey's" was the night's No. 1 drama for the 6th straight week this season in Adults 18-49. It was Thursday's No. 1 TV show overall with Women 18-34.
ABC's Thursday Drams Deliver Season-Best Playback Lifts: From L+SD to Live + 3 Day Adults 18-49, last week's telecast (10/20/16) of "Grey's" jumped by +57%, freshman "Notorious" surged by +44% and "Murder" shot up +92% to post the series' 3 biggest-ever L+3 lifts back to back to back. In addition in the most recent round of Live + 7 Day Adult 18-49 ratings (for 10/13/16), both "Grey's" and "Notorious" scored season-best lifts over L+SD of +76% and +88%, respectively.
At 8:00 p.m. against the Thursday premiere of "The Big Bang Theory," ABC's "Grey's Anatomy" was up week to week by 5% (2.2/8 vs. 2.1/8) to a 3-week high - since 10/6/16.
At 9:00 p.m.,
ABC freshman "Notorious" was steady week to week in Adults 18-49 (0.8/3 vs. 0.9/3).
At 10:00 p.m., ABC's "How to Get Away with Murder" held even with the prior week among Adults 18-49 (1.2/4) and ranked as the No. 1 TV series in its slot for the 6th week running (tie).
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 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 Nielsen measure to gauge the size of the TV audience.
Source: The Nielsen Company Fast Affiliate Live + Same Day Ratings for 10/27/16.
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