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[03/18/15 - 08:23 AM]
"S.H.I.E.L.D." Is Up Week to Week and Continues to Improve Its Slot Year to Year
ABC spins the numbers for Tuesday, March 17.
[via press release from ABC]

ABC's SHIELD is Up and Continues to Improve its Time Slot

Marvel's Agents of S.H.I.E.L.D. (9-10pm - 4.3 million and 1.6/5 in AD18-49): More than doubling its young adult lead-in at 9pm (+128% over an encore Repeat After Me), ABC's Marvel's Agents of S.H.I.E.L.D. built week to week in Total Viewers (+13% - 4.3 million vs. 3.8 million) and Adults 18-49 (+7% - 1.6/5 vs. 1.5/4). The show also spiked 22% week to week with Men 18-34. S.H.I.E.L.D. ran a strong second in the hour in Adults 18-49 (nearly tying NBC's The Voice-led comedy premieres - 1.6/5 vs. 1.8/5) and was #1 in its slot across all key Men demos (M18-34/M18-49/M25-54).

· For the 3rd straight week since its mid-season return, the ABC drama improved its hour by double digits year to year in Adults 18-49 (+14% over original comedies on 3/18/14). And on average season to date, S.H.I.E.L.D. is growing the time slot for ABC by 27% in the key young adult sales demo (2.8/8 vs. 2.2/6) over the comparable weeks last season.

Quick Take for Tuesday, March 17, 2015 (Fast Affiliate Live + Same Day Ratings)

"S.H.I.E.L.D." Is Up Week to Week and Continues to Improve Its Slot Year to Year

Tuesday Night (03/17/15) -- ABC Total Viewer and Adult 18-49 Projections

"S.H.I.E.L.D.": Live + 3 = 6.5 million/2.3 rating and Live + 7 = 7.3 million/2.6 rating

Live + Same Day Fast Affiliate Results:

"Marvel's Agents of S.H.I.E.L.D." (9:00-10:00 p.m. - 4.3 million and 1.6/5 in AD18-49):

More than doubling its young adult lead-in at 9:00 p.m. (+128% over an encore "Repeat After Me"), ABC's "Marvel's Agents of S.H.I.E.L.D." built week to week in Total Viewers (+13% - 4.3 million vs. 3.8 million) and Adults 18-49 (+7% - 1.6/5 vs. 1.5/4). The show also spiked 22% week to week with Men 18-34. "S.H.I.E.L.D." ran a strong second in the hour in Adults 18-49 (nearly tying NBC's "The Voice"-led comedy premieres - 1.6/5 vs. 1.8/5) and was No. 1 in its slot across all key Men demos (M18-34/M18-49/M25-54).

· For the 3rd-straight week since its mid-season return, the ABC drama improved its hour by double digits year to year in Adults 18-49 (+23% over original comedies on 3/18/14). And on average season to date, "S.H.I.E.L.D." is growing the time slot for ABC by 27% in the key young adult sales demo (2.8/8 vs. 2.2/6) over the comparable weeks last season.

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

Projections Rationale:

Lifts vs. L+SD are based on the 2014-15 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.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 03/17/15.





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· MARVEL'S AGENTS OF SHIELD (ABC)
· REPEAT AFTER ME (ABC)
· VOICE, THE (NBC)




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