ABC's S.H.I.E.L.D. Up Wins Its Hour in Key Demo

During the 8 o'clock hour, ABC's "Marvel's Agents of S.H.I.E.L.D." gained 1-tenth week to week in the Fast Affiliate Adult 18-49 ratings (+6% - 1.9/6 vs. 1.8/6 Fast Affiliate on 4/22/14, which rose 1-tenth in the Nationals). Please Note: "S.H.I.E.L.D." regularly increases from the preliminary Fast Affiliate numbers to the L+SD National ratings, rising between 1-2-tenths in Adults 18-49. In addition, the new drama grew 15% in Adults 18-34 to earn a 7-week high - since 3/11/14.

The ABC freshman series continues to see big gains via TV playback. In the most-recent weekly Live + 7 Day ratings (w/o 4/7/14), "S.H.I.E.L.D." posted the series' biggest-ever jump, spiking 79% over its L+SD Adult 18-49 number (going from a 1.9 rating to a 3.4 rating).

"S.H.I.E.L.D." won its hour over CBS' "NCIS" (+15%) and NBC's "The Voice" (+36%) in Men 18-34, ranking as the No. 1 scripted series in its slot for its 20th-consecutive first-run telecast. In fact, season to date, it is Tuesday's No. 1 TV show with Men 18-34 and Men 18-49.

"S.H.I.E.L.D." more than doubled its time period year to year for ABC in Adults 18-49, spiking 111% over the year-ago night with original programming ("Splash" on 4/30/13 = 0.9/3).

"The Goldbergs" (9:00-9:30 p.m. - 4.6 million and 1.6/5 in AD18-49):
During the 9:00 p.m. half-hour, returning to original for the first time in 3 weeks, ABC's "The Goldbergs" was up 14% in Adults 18-49 to its best number in 6 weeks - since 3/18/14. In its time period, "The Goldbergs" (1.6/5) beat Fox's "New Girl" (1.0/3) by a best-ever 60% in Adults 18-49 and marked its closest finish yet with NBC's "The Voice"-led "About a Boy" (1.7/5 - coming within 1-tenth and tied in share).

The new ABC comedy improved its half-hour from the year-ago night with "DWTS: The Results" by 7% in Adults 18-49 (1.6/5 vs. 1.5/4).

"Trophy Wife" (9:30-10:00 p.m. - 2.9 million and 0.9/3 in AD18-49):
During the 9:30 p.m. half-hour, ABC's "Trophy Wife" was up over its last original 3 weeks ago by 4% in Total Viewers, by 13% in Adults 18-49 and by 40% in Adults 18-34. The ABC freshman comedy outdrew Fox's "The Mindy Project" in the half-hour by 32% in Total Viewers (2.9 million vs. 2.2 million).

"Celebrity Wife Swap" (10:00-11:00 p.m. - 2.7 million and 0.8/2 in AD18-49):
At 10:00 p.m., "Celebrity Wife Swap" paced within 1-tenth of its week-ago Adult 18-49 rating.

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 49% currently, from 47% at the same point in 2013. 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: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 04/29/14.

To post a comment, you must register and login.