Quick Take for Monday, February 16, 2009
(Fast Affiliate Live + Same Day Ratings)
ABC's Monday Lineup Posts its Best Numbers to Date in Viewers and Adults 18-49 and Leads the Night in Adults 18-34 and All Key Women Demos
"The Bachelor" Hits Season Highs in Total Viewers and Adults 18-49,
Building on the Prior Week's Telecast for the 6th Consecutive Week
Winning the 9 o'clock Hour in Viewers and Young Adults, "The Bachelor" Draws its Largest Non-Finale Audience Since 2003 and Best Adults 18-49 Rating Since 2004
Penultimate Episode of "True Beauty" Hits Best-Since-Premiere Numbers in Viewers and Adults 18-49, Winning at 10pm for the 2nd Time in its Last 3 Monday Telecasts
Monday Night (8:00-11:00 p.m.)
ABC registered its strongest numbers to date with its Monday lineup of "The Bachelor" and "True Beauty" in Total Viewers (10.7 million) and Adults 18-49 (4.0/10). ABC won the night among Adults 18-34 (3.7/10), as well as leading Monday across each of the key Women demographics: Women 18-34 (5.4/13), Women 18-49 (5.9/14) and Women 25-54 (6.1/13). ABC has ranked No. 1 on the night among Women 18-34 for 7 weeks in a row, while taking top spot among Women 18-49 for the 6th time in the last 7 weeks.
"The Bachelor" (8:00-10:00 p.m.)
Winning its 2-hour time slot in Adults 18-49 for the first time this season, ABC's "The Bachelor" registered season highs in both viewers (12.5 million) and young adults (4.4/10), building on the prior week's telecast for the 6th consecutive week. In fact "The Bachelor" has built on the prior week's performance for every telecast since its season premiere (1/5/09). In addition, "The Bachelor" attracted its largest non-finale audience in over 5 years and strongest Adults 18-49 rating in nearly 5 years � since 11/5/03 and 5/12/04, respectively.
� "The Bachelor" qualified as Monday's No. 1 TV program among across all key Women demos: Women 18-34 (6.1/15), Women 18-49 (6.6/15) and Women 25-54 (6.9/14). In fact, "The Bachelor" stood as Monday's top program among Women 18-34 in all 7 of its telecasts this season.
� Growing from its first hour to its second hour in Total Viewers by 1.6 million (11.7 million to 13.3 million) and by 23% in Adults 18-49 (4.0/10 to 4.9/11), "The Bachelor" won the 9 o'clock hour in both viewers and young adults.
"True Beauty" (10:00-11:00 p.m.)
The season's penultimate episode of "True Beauty" posted best-since-premiere numbers in Total Viewers (7.0 million) and Adults 18-49 (3.0/8-tie). "True Beauty" won Monday's 10pm hour in Adults 18-49 for the 2nd time in its last 3 telecasts, while leading the time slot among Women 18-34 (3.9/10) all 6 of its airings.
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 30% currently, from 23% at the same point in 2008. 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), 2/16/09.