[03/18/08 - 01:52 PM]
Quick Take for Monday, March 17, 2008 (Fast Affiliate Live + Same Day Ratings)
ABC spins the numbers for Monday, March 17.

[via press release from ABC]

Quick Take for Monday, March 17, 2008 (Fast Affiliate Live + Same Day Ratings)

With the Return of "Dancing with the Stars" Leading into "The Bachelor," ABC Posts a Definitive Monday Night Victory in Viewers and Adults 18-49

ABC Posts its Strongest Monday Since November in Total Viewers And Adults 18-49, While Hitting a Season High Among Adults 18-34

Opposite Stiff All-Original Competition, ABC's Sixth Season Opener for "Dancing With the Stars" Emerges as Monday's No. 1 TV Show in Viewers and All Key Adults

"DWTS" Wins Each of its Half-Hours to Outpace its Closest Competition In the Time Period by 9.9 Million Viewers and by 22% Among Adults 18-49

"Dancing" Generates ABC's Best Adult 18-34 Number in its Time Period in 1 Year

In its Season Opener, "The Bachelor: London Calling" Wins its Time Slot in Adults 18-34 and Ranks as Monday's No. 2 TV Show in Women 18-34, behind only "DWTS"

Monday Night (8:00-11:00 p.m.)

With the sixth season premiere of "Dancing With the Stars" on the night leading into the opener for "The Bachelor: London Calling," ABC stood as the No. 1 TV network on Monday in viewers and young adults. The Network outpaced second-place CBS on the night by 4.3 million viewers (14.9 million vs. 10.6 million - CBS) and by 13% in Adults 18-49 (4.4/12 vs. 3.9/10).

� ABC turned in its strongest performance on the night since November in Total Viewers and Adults 18-49 (since 11/19/07), while marking a Monday season high among Adults 18-34 (3.7/11 � best since 5/21/07.

� ABC's broad appealing "Dancing with the Stars" qualified as Monday's No. 1 TV program in Total Viewers and across each of the key adult demos (AD18-34/AD18-49/AD25-54).

"Dancing with the Stars" (8:00-9:30 p.m.)

Despite facing stiff all-original competition in its sixth season premiere, including the return of CBS' 8:00-10:00 p.m. comedy block, NBC's unscripted series ("My Dad is Better than Your Dad"/"Deal or No Deal") and Fox's first-run dramas ("Canterbury's Law"/"New Amsterdam"), ABC's "Dancing with the Stars" won each of its half-hours and soared to the top of its time period. "Dancing with the Stars" outdrew its nearest competition (CBS) by 9.9 million viewers (20.9 million vs. 11.0 million) and by 22% in Adults 18-49 (5.5/15 vs. 4.5/12).

� The return of "DWTS" generated ABC's largest audience and top Adult 18-49 rating in the time period in 4 months � since 11/19/07. The hit ABC unscripted series marked the Net's highest Adult 18-34 number in the slot in almost 1-year � since 3/26/07.

"The Bachelor: London Calling" (9:30-11:00 p.m.)

ABC's "The Bachelor: London Calling" opened with an average audience of 9.0 million viewers and a 3.3 rating, 9 share in Adults 18-49. The show took second place in its time period among Adults 18-49 (3.3/9-tie) and ranked No. 1 among Adults 18-34 (3.4/10), Women 18-49 (5.0/12) and Women 18-34 (5.0/13). In fact trailing only "DWTS," "The Bachelor" stood as the No. 2 TV program on Monday among its core audience of Women 18-34.

� "The Bachelor: London Calling" produced ABC's top viewer and young adult (AD18-34/AD18-49) numbers with regular programming in the time period since November � since 11/19/07.

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 jumped from over 13% at the same point in 2006, up to more than 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), 3/17/08.

  [march 2008]  


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