[11/10/08 - 11:29 AM]
ABC Is No. 2 in Adults 18-49 and Wins Its 7th Straight Sunday in Key Women
ABC spins the numbers for Sunday, November 9.

[via press release from ABC]

Quick Take for Sunday, November 9, 2008 (Fast Affiliate Live + Same Day Ratings)

Against NBC with "Sunday Night Football" and CBS with a Huge NFL Overrun, ABC is No. 2 in Adults 18-49 and Wins its 7th Straight Sunday in Key Women

For the 6th Time in 7 Weeks, "Desperate Housewives" is Sunday's No. 1 Non-Sports Program in Total Viewers and Adults 18-49

In the 8pm Hour, ABC's "Extreme Makeover: Home Edition" Tops Fox's Animated Comedies by 3.4 Million Viewers and Ranks No. 1 Across All Key Women Demos

Growing Week to Week in All Key Adults, "Housewives" Garners its Strongest Young Adult Numbers in 4 Weeks and Delivers a Best-Since-Premiere Rating in Adults 25-54

Positing its Best Viewer and Young Adult Results in 5 Weeks, "Brothers & Sisters" Defeats its 10 O'clock Drama Competition on CBS by 28% Among Adults 18-49

Sunday Primetime (7:00-11:00 p.m.)

Opposite a big NFL game on NBC's "Sunday Night Football" (Giants-Eagles) and CBS with another huge primetime NFL overrun that went into the final seconds of the contest (Chargers-Chiefs), ABC took second place on the night in Adults 18-49 (3.8/9 � tied w/CBS in the "Fast Affiliate" averages) and ranked dominant No. 1 on Sunday across the key Women demos: W18-34 (3.9/10), W18-49 (4.9/12) and W25-54 (5.8/13). It was ABC's 7th straight Sunday at No. 1 in Women 18-49. ABC defeated fourth-place Fox with its "animation domination" lineup on Sunday night by 19% in Adults 18-49 (3.8/9 vs. 3.2/8).

� For the 6th time in 7 weeks this season, ABC's "Desperate Housewives" qualified as Sunday's No. 1 non-sports program in both Total Viewers and Adults 18-49.

"Extreme Makeover: Home Edition" (8:00-9:00 p.m.)

Surging from its lead-in, "Extreme Makeover: Home Edition" outdrew its entertainment competition the time period on Fox ("The Simpsons"/"King of the Hill") by 3.4 million viewers (10.9 million vs. 7.5 million). Overcoming NBC's football game and CBS's NFL inflated programming ("60 Minutes"/"Amazing Race"), "Home Edition" delivered the No. 1 position in its time period with all key Women: W18-34 (3.4/9), W18-49 (4.4/11) and W25-54 (5.3/12-tie).

"Desperate Housewives" (9:00-10:00 p.m.)

ABC's "Desperate Housewives" was the definitive entertainment choice in its 9 o'clock time slot in Total Viewers (15.7 million) and Adults 18-49 (5.9/13), overshadowing CBS' "Amazing Race"/ "Cold Case" combo (12.0 million & 3.1/7) and Fox's animated comedies ("Family Guy"/"American Dad" � 7.6 million & 3.8/9).

� "Desperate Housewives" was up across each of the key Adult demographics week to week, marking its highest numbers in 4 weeks with Adult 18-34 (4.8/12) Adult 18-49 (5.9/13) and posting a best-since-premiere Adult 25-54 number (6.9/14) � since 10/12/08 and 9/28/08, respectively.

"Brothers & Sisters" (10:00-11:00 p.m.)

Competing against NBC's "Sunday Night Football," ABC's "Brothers & Sisters" ranked No. 1 during Sunday's 10 o'clock hour across all key Women, marking its 7th straight week to take first place among key Women 18-49 (5.3/13) and Women 25-54 (6.1/14). Once again the No. 1 non-sports show in the slot among young adults, "Brothers & Sisters" defeated its CBS drama competition in the hour ("Cold Case"/"The Unit") by 28% in Adults 18-49 (3.7/9 vs. 2.9/7).

� Up week to week in Total Viewers (+6% - 10.2 million vs. 9.6 million) and Adults 18-49 (+9% - 3.7/9 vs. 3.4/9), "Brothers & Sisters" turned in its strongest numbers on both counts in 5 weeks � since 10/5/08.

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 28% currently, from 20% 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), 11/9/08.

  [november 2008]  


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