Quick Take for Thursday, February 7, 2008 (Fast Affiliate Live + Same Day Ratings)
ABC Wins its Second Straight Thursday of the February Sweep, Among
Adults 18-49, Defeating Second-Place CBS by 17% in the Key Sales Demo
ABC's "Lost" Stands as Thursday's No. 1 TV Show for the Second Week in a Row
Retaining Nearly All of its Week-Earlier Season Premiere Audience, "Lost"
Leads its Time Period by 3.2 Million Viewers and by 100% in Adults 18-49
Winning its Slot for the Second Week in a Row in Adults 18-49, ABC's "Eli Stone" Tops NBC's Debut of "Lipstick Jungle" by Wide Margins in Viewers and Young Adults
Thursday Night (8:00-11:00 p.m.)
ABC won its second consecutive Thursday during the 2008 February Sweep, beating second-place CBS on the evening by 17% in Adults 18-49 (4.1/11 vs. 3.5/9). After a "Lost" repeat in the 8 o'clock hour against the season premiere of "Survivor: Micronesia," ABC jumped into first place at 9:00 p.m. and won each half-hour from 9:00-11:00 p.m. in Adults 18-49 with originals of "Lost" and "Eli Stone." In addition to leading the night in Adults 18-49, the Network also ranked No. 1 on Thursday in Adults 18-34 (3.7/11), Adults 25-54 (4.5/11) and in all key men and women demographics.
� For the second week in a row, ABC's "Lost" stood as Thursday's No. 1 TV program in Total Viewers and across each of the key adult demographics (AD18-34/AD18-49/AD25-54).
"Lost" (9:00-10:00 p.m.)
Retaining nearly all of its big week-earlier season premiere audience among Total Viewers (94%) and Adults 18-49 (96%), ABC's "Lost" jumped from its lead-in to dominate its new Thursday 9 o'clock time period for the second week in a row. In its time period, the ABC drama outpaced its closest competitors by 3.2 million viewers (15.1 million vs. 11.9 million - CBS) and by 100% in Adults 18-49 (6.4/16 vs. 3.2/8 - NBC).
� "Lost" held on to nearly all of its season premiere audience from the prior week in Total Viewers (94% - 15.1 million vs. 16.1 million) and Adults 18-49 (96% - 6.4/16 vs. 6.7/17), while growing from its season opener among Adults 18-34 (6.1/16 vs. 6.0/17) and Women 18-34 (6.7/17 vs. 6.3/17).
"Eli Stone" (10:00-11:00 p.m.)
Winning its time period for the second week in a row among Adults 18-49, ABC's freshman "Eli Stone" topped NBC's debut of "Lipstick Jungle" in the 10 o'clock hour by 1.7 million viewers (9.3 million vs. 7.6 million) and by 24% in Adults 18-49 (3.6/10 vs. 2.9/8). "Eli Stone" also took top honors in the hour with Adults 18-34 (3.1/9) and Adults 25-54 (4.2/11).
� Versus its week-ago series debut, "Eli Stone" showed strong retention among Adults 18-49 (90% - 3.6/10 vs. 4.0/11) and Adults 18-34 (97% - 3.1/19 vs. 3.2/10). The new ABC drama was up from debut telecast with Men 18-34 (2.8/9 vs. 2.7/9).
A note about increasing DVR penetration and year to year rating comparisons: Year-to-year rating trends based on the Live + Same Day data stream may be somewhat distorted by the level of DVR penetration in the Nielsen sample, which has nearly doubled from 12% at the same point in 2006, up to 22% currently. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. Therefore, 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: Nielsen Media Research (Fast Affiliate Live + Same Day Ratings), 2/07/08.