Quick Take for Monday, July 20, 2009
(Fast Affiliate Live + Same Day Ratings)
Winning Each Half-Hour, ABC Delivers a Summer-Best in Adults 18-49 and Turns in its Second-Highest Non-Sports Summer Rating Since 2005
ABC's "The Bachelorette: The Men Tell All" Hits Summer-High Numbers for ABC from 8-10pm and Improves on its Year-Ago Performance in Viewers and Adults 18-49
Posting Summer-High Ratings at 10pm, "Dating in the Dark" Premieres with a
Time Period Winning Performance Across All Key Adult Demographics
"Dating in the Dark" Improves on ABC's Year-Ago Deliveries at 10pm
By 3.0 Million Viewers and by 79% in Adults 18-49
Monday Night (8:00-11:00 p.m.)
Winning each half-hour in prime among young adults, ABC's Monday lineup ranked No. 1 on the night with a summer-high performance among Adults 18-49 (2.6/8). In fact, ABC saw its strongest summer performance among young adults in over 1 year and its 2nd-best with non-sports programming since summer of 2005 � since 7/7/08 and 8/15/05, respectively.
"The Bachelorette: The Men Tell All" (8:00-10:00 p.m.)
"The Bachelorette: The Men Tell All" matched a summer-best performance for the Net in the time period in both Total Viewers (8.0 million) and Adults 18-49 (2.7/8). The "Men Tell All" qualified as the No. 1 program of the night across each of the key Women demographics (Women 18-34 � 3.8/12, Women 18-49 � 4.0/11 and Women 25-54 � 4.2/11). In addition, the unscripted program took the Net to the top spot in its two-hour time period for the 4th straight week and for the 7th time in the last 8.
� "The Bachelorette: The Men Tell All" saw increases over its year-ago performance (6/30/08) by 7% in Total Viewers (8.0 million vs. 7.5 million) and by 4% in Adults 18-49 (2.7/8 vs. 2.6/7).
"Dating in the Dark" (10:00-11:00 p.m.)
Posting summer-high ratings in the 10 o'clock hour, the series premiere of ABC's "Dating in the Dark" debuted with a time period winning performance across all key Adult demographics: Adults 18-34 (2.3/8), Adults 18-49 (2.5/7) and Adults 25-54 (2.7/7-tied). "Dating in the Dark" stood as the No. 2 program of the night among Women 18-34 (3.1/10) and Women 18-49 (3.4/10), behind only "The Bachelorette: The Men Tell All."
� "Dating in the Dark" improved ABC's performance in the hour on the same night last year (7/21/08) by 3.0 million viewers (6.3 million vs. 3.3 million) and by 79% among Adults 18-49 (2.5/7 vs. 1.4/4).
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 32% currently, from 25% 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 Ratings), 7/20/09.