Quick Take for Tuesday, March 24, 2009
(Fast Affiliate Live + Same Day Ratings)
Growing Week to Week, ABC Marks its Strongest Tuesday in 4 Months
ABC's Broad-Appealing "DWTS Results" Takes Second in the 9pm Hour in
Viewers and Adults 18-34, While Finishing No. 1 in its Slot with Key Women
"Dancing with the Stars Results" Jumps Over its Week-Ago Season Opener,
Surging Week to Week by 3.0 Million Viewers and by 32% in Adults 18-49
For the 2nd Consecutive Week, ABC News' "Primetime:
What Would You Do?" Achieves a Season-High in Viewers
Tuesday Night (8:00-11:00 p.m.)
Excluding only Inauguration Night on 1/20/09, ABC marked its strongest Tuesday in 4 months in Total Viewers and Adults 18-49 � since 11/25/08.
"Dancing with the Stars Results" (9:00-10:00 p.m.)
Jumping from its week-earlier season premiere by wide margins in viewers and young adults, ABC's "Dancing with the Stars Results" was the second-most-watched show its highly-competitive 9 o'clock time period to CBS' "NCIS," outdrawing NBC's time-slot regular, "Biggest Loser," by 6.5 million viewers (15.7 million vs. 9.2 million). The wide-appealing ABC unscripted series also earned second in the hour with Adults 18-34, beating "NCIS" by 13% (2.7/8 vs. 2.4/7), while finishing No. 1 in the slot with Women 18-49 (5.2/12) and Women 25-54 (6.7/14). "DWTS Results" also registered as the night's No. 1 broadcast program with Teens 12-17 (1.7/6) and Kids 2-11 (1.7/7), beating out its network rivals by solid margins. Actress Denise Richards was the second celebrity dancer eliminated from the competition this season.
� "DWTS Results" surged over its week-ago season opener by 3.0 million viewers (15.7 million vs. 12.7 million) and by 32% in Adults 18-49 (3.7/10 vs. 2.8/7).
� The dancing results program produced a season-high for ABC with regular programming in the time slot among Women 18-34 (3.7/10).
"Primetime: What Would You Do?" (10:00-11:00 p.m.)
During the 10 o'clock hour against the final hour of NBC's "Biggest Loser" and CBS' "The Mentalist," ABC News' "Primetime: What Would You Do?" achieved a season-high in Total Viewers (8.5 million) for the 2nd straight week. "What Would You Do?" equaled a season-best with Adults 25-54 (3.2/8).
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), 3/24/09.