Entering its fourth (!) season, THE VAMPIRE DIARIES is still going strong... up against some tough competition, including the NFL and MLB playoffs, last night's premiere was up 9% in W18-34 (2.5/8 vs. 2.3/8) compared to last year's season premiere, up 7% in A18-49 (1.6/5 vs. 1.5/5), up 12% in total viewers (3.5M vs 3.1M) and held steady in A18-34 (1.7/6).
It was THE VAMPIRE DIARIES best performance in W18-34 in two years (11/11/10).
Compared to this same week last season, THE VAMPIRE DIARIES was up 25% in W18-34, 14% in A18-49, 6% in A18-34 and 20% in total viewers.
BEAUTY AND THE BEAST also came out of the gate strong last night - versus the premiere of THE SECRET CIRCLE (which, if you remember, opened well) it was off just a tenth in A18-34 (1.2/3) and flat in A18-49 (1.3/3), and up 4% in total viewers (3.2M)
Versus this same week last year, BEAUTY AND THE BEAST is up across the board in the time period, up 33% in A18-34, up 14% in W18-34 (1.6/4), up 63% in A18-49 (1.3/3)
One note that there were some pre-emptions in a small (3.5%) percentage of the country last night, including the Steelers game in Pittsburgh, so these could change a bit when finals come in this afternoon.
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