Quick Take for Tuesday, March 31, 2009
(Fast Affiliate Live + Same Day Ratings)
Leaping from its Lead-in Opposite "Idol" and Soaring from Start to Finish,
ABC's "DWTS Results" Outdraws NBC's "Loser" at 9pm by 3.4 Million Viewers
"Dancing with the Stars Results" is Up from its Most Recent Airing Against "Idol"
Greatly Improving the Time Period for ABC, "Cupid" Debuts with Solid Young
Adult Lead-in Retention and Tops CBS' Veteran "Without a Trace" in Adults 18-34
"Dancing with the Stars Results" (9:00-10:00 p.m.)
Leaping from its lead-in by (+9.9 million viewers and +222% in Adults 18-49) opposite an extended edition of "American Idol" and surging throughout its telecast, ABC's "Dancing with the Stars Results" outdrew its NBC unscripted competition during the 9 o'clock hour ("Biggest Loser") by 3.4 million viewers (13.0 million vs. 9.6 million). Building throughout its broadcast, "DWTS Results" saw its audience soar by 4.2 million viewers and by 46% from start to finish.
� Compared to two weeks earlier when the show most recently had to compete against an extended "Idol," "DWTS Results" was up in both Total Viewers (13.0 million vs. 12.7 million) and Adults 18-49 (2.9/7 vs. 2.8/7).
"Cupid" (10:00-11:00 p.m.)
Debuting in the 10 o'clock hour with solid young adult lead-in retention against established original dramas on NBC ("Law & Order: SVU") and CBS ("Without a Trace"), ABC's "Cupid" earned second place among Adults 18-34 (1.8/5 vs. 1.5/5) and Women 18-34 (2.4/7 vs. 1.8/5), beating its CBS competition by 20% and 33%, respectively. "Cupid" retained a solid 85% of its "DWTS Results" lead-in among Adults 18-34 and 79% among Adults 18-49.
� "Cupid" greatly improved the time period for ABC, up by 23% in Total Viewers (7.6 million vs. 6.2 million) and by 35% in Adults 18-49 (2.3/6 vs. 1.7/5), over the Net's average with original drama programming in the hour this season ("Eli Stone").
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 over 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), 3/31/09.