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Quick Take for Sunday, May 10, 2009
(Fast Affiliate Live + Same Day Ratings)
Up Against Season Finales on CBS and NBC from 8-11pm,
ABC Wins its 4th Consecutive Sunday Evening in Adults 18-49
For the 4th Straight Week, ABC's "Desperate Housewives" is
Sunday's No. 1 TV Show in Both Total Viewers and Adults 18-49
"AFV" is No. 1 from 7-8pm in Adults 18-49 for the 4th Week in a Row
A Strong No. 2 in the 8pm Hour, ABC's "Extreme Makeover: Home Edition" Tops NBC's "Celebrity Apprentice" by 1.4 Million Viewers and by 18% in Adults 18-49
Leading Sunday's 9 O'clock Hour in Viewers and Young Adults, ABC's
"Housewives" Beats its Nearest Time Slot Competition by 24% in Adults 18-49
"Brothers & Sisters" Dominates Season Finale Drama Competition in the 10pm
Hour, Defeating the Season Ender of CBS' "The Unit" by 25% in Adults 18-49
Sunday Night (7:00-11:00 p.m.)
Despite facing season finale programming from 8:00-11:00 p.m. on both CBS ("Amazing Race"/"Cold Case"/"The Unit") and NBC (3-hour "Celebrity Apprentice") on Mother's Day, ABC posted another decisive Sunday night win in Adults 18-49, finishing No. 1 on the evening for the 4th consecutive week. During prime, ABC (2.9/9) outpaced second-place NBC by 16% (2.5/8), third-place CBS by 21% (2.4/7) and fourth-place Fox by 53% (1.9/6).
Please Note: Overall Adult 18-49 TV usage levels (33.6%) on Mother's Day were the lowest for any Sunday night this season.
� For the 4th straight Sunday, ABC's "Desperate Housewives" qualified the No. 1 TV show in both Total Viewers and Adults 18-49. "Housewives" tallied its 21st time in 22 original broadcasts this season to stand as Sunday's No. 1 entertainment series with viewers and young adults.
"America's Funniest Home Videos" (7:00-8:00 p.m.)
ABC's "America's Funniest Home Videos" won Sunday's 7 o'clock hour for the 4th week in a row among Adults 18-49 (1.9/7), beating out its nearest competitor by 27% (1.5/6 � CBS "60 Minutes"). "AFV" featured the last of three $100,000 awards this season, with the season's Grand Prize winner to be announced during this Friday's 2-hour 19th-season finale telecast from 8:00-10:00 p.m. (5/15/09).
"Extreme Makeover: Home Edition" (8:00-9:00 p.m.)
Opposite the season finales on CBS ("Amazing Race") and NBC ("Celebrity Apprentice") in the 8 o'clock hour, ABC's "Extreme Makeover: Home Edition" finished a strong No. 2, beating the first hour of "Celebrity Apprentice" by 1.4 million viewers (8.2 million vs. 6.8 million) and by 18% in Adults 18-49 (2.6/8 vs. 2.2/7). "Home Edition" finished No. 1 in its time slot with Women 18-34 for the 5th time in its past 6 original telecasts.
"Desperate Housewives" (9:00-10:00 p.m.)
Sunday's No. 1 TV show, ABC's "Desperate Housewives" topped the 9 o'clock hour in viewers (12.1 million) and young adults (4.1/11). Dominating the slot in Adults 18-49, "Housewives" topped second-place NBC by 24% (3.3/9 � 2nd hour of NBC's 3-hour "Celebrity Apprentice"), third-place Fox by 46% (2.8/7 - "Family Guy"/"American Dad") and fourth-place CBS with the season finale of "Cold Case" by 58% (2.6/7).
"Brothers & Sisters" (10:00-11:00 p.m.)
On its third season closer, ABC's "Brothers & Sisters" defeated its CBS season finale drama competition the 10 o'clock hour by 25% in Adults 18-49 (3.0/8 vs. 2.4/7 - "The Unit"). In addition, the ABC drama placed No. 1 in its time period across each of the key Women demographics (W18-34/W18-49/W25-54) for its 9th straight original broadcast.
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 31% currently, from 24% 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), 5/10/09.
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