Quick Take for Thursday, March 6, 2008 (Fast Affiliate Live + Same Day Ratings)
Opposite Fox with its Special Thursday "Idol," ABC is Up
From the Prior Week and Earns Second Across All Key Adults
Winning Thursday's 9pm Hour for the 6th Straight Week in Adults 18-49, "Lost" Dominates Fox's "Idol"-Fueled "New Amsterdam" in Viewers and Young Adults
ABC's "Lost" Grows Week to Week Across All Key Women Demographics
ABC's Freshman "Eli Stone" is No. 1 in the 10pm Hour in Adults 18-49 and Key Men
Thursday Night (8:00-11:00 p.m.)
Opposite Fox with a special Thursday edition of "Idol," ABC's earned second place on the night across all key adult demos: AD18-34 (2.8/8), AD18-49 (3.3/8) and AD25-54 (3.9/8). The Net was up week to week in both viewers and young adults.
"Lost" (9:00-10:00 p.m.)
Jumping from its lead-in by 7.4 million viewers and by 200% in Adults 18-49 (replay of the previous week's episode = 5.5 million & 1.8/5), ABC's "Lost" dominated Thursday's 9 o'clock hour and once again qualified as TV's No. 1 scripted show of the night in viewers and all key adults. During the hour, "Lost" defeated an "American Idol"-boosted "New Amsterdam," beating the competing Fox drama by an impressive 2.3 million viewers (12.9 million vs. 10.6 million) and by 50% in Adults 18-49 (5.4/13 vs. 3.6/9). In fact "Lost" won its time period for the sixth straight week in the key Adult 18-49 sales demographic.
� Retaining all of its Viewer and Adult 18-49 audience week to week, "Lost" increased its delivery from the prior week across each of the key women demographics: W18-34 (5.4/14 vs. 5.2/13), W18-49 (5.9/13 vs. 5.7/13) and W25-54 (6.8/14 vs. 6.6/14).
"Eli Stone" (10:00-11:00 p.m.)
ABC's freshman "Eli Stone" ranked No. 1 during in the 10 o'clock hour in Adults 18-49 (2.6/7) and in the key men demos: M18-34 (1.7/5), M18-49 (2.1/6) and M25-54 (2.7/7). In addition, the ABC freshman series continued to outdraw its freshman drama competition in the hour, topping NBC's "Lipstick Jungle" by 1.6 million viewers (7.5 million vs. 5.9 million).
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 13% at the same point in 2006, up to 23% currently. 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: Nielsen Media Research (Fast Affiliate Live + Same Day Ratings), 3/6/08.