Quick Take for Sunday, September 21, 2008 (Fast Affiliate Live + Same Day Ratings)
With "The 60th Primetime Emmy Awards," ABC Takes a Solid Second
On Sunday in Adults 18-49 to an NFL (Cowboys-Packers)-Boosted NBC
"Jimmy Kimmel's Big Night of Stars" Sees Substantial Gains for the Late-Night Talker, Marking its 3rd-Most-Watched Telecast Ever, Behind Only its Post-Super Bowl Airings
Beating its Entertainment Competition by Wide Margins, "Emmy Awards"
Delivers ABC's Biggest Audience in the 3-Hour Time Period Since Mid-May
One Night Prior to the Start of the TV Season, the "Emmy Awards" Reaches an
Estimated 28.4 Million Unique Viewers, Offering ABC a Broad Promotional Platform
Sunday Primetime (7:00-11:00 p.m.)
ABC took second place among Adults 18-49 (3.2/8) to NBC with its high-rated "Sunday Night Football" NFL contest between Dallas and Green Bay. ABC beat third-place CBS (2.8/7) by 14% in the key young adult sales demo, even though the Tiffany net also got a big NFL boost to its Sunday primetime averages from a sizeable overrun that went well into the first hour of primetime.
"Jimmy Kimmel's Big Night of Stars" (7:00-8:00 p.m.)
Airing in the opening hour of primetime, "Jimmy Kimmel's Big Night of Stars" generated substantial additional exposure for the ABC late-night talker, gaining 2.9 million viewers (4.6 million vs. 1.7 million) and 100% in Adults 18-49 (1.2/4 vs. 0.6/3) from its TV Season averages in late night. It was the third-most-watched telecast ever for "Jimmy Kimmel," behind only its two post-Super Bowl airings � 2006 and 2003, respectively.
"The 60th Primetime Emmy Awards" (8:00-11:00 p.m.)
ABC's telecast of "The 60th Primetime Emmy Awards" attracted an average audience of 12.2 million viewers and a 3.8 rating, 9 share among Adults 18-49, taking a solid second in its time slot to NBC's NFL game. ABC led its entertainment competition in the 3-hour time period by 47% in Total Viewers (CBS � 8.3 million) and by 58% in Adults 18-49 (Fox � 2.4/6).
� One night prior to the start of the 2008-09 TV Season, the "Emmy Awards" offered ABC a broad promotional platform for its fall lineup. ABC research estimates that 28.4 million unique viewers tuned in to at least some portion of the telecast (viewers that watched 6 minutes or more of the show).
� "The 60th Primetime Emmy Awards" produced ABC's largest audience in the 3-hour time period since mid-May � since 5/18/08.
A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 27% currently, from 19% at the same point in 2007. 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), 9/21/08.