[08/11/09 - 11:48 AM]
ABC Takes Second on Monday in Adults 18-49
ABC spins the numbers for Monday, August 10.

[via press release from ABC]

Quick Take for Monday, August 10, 2009 (Fast Affiliate Live + Same Day Ratings)

ABC Takes Second on Monday in Adults 18-49, Improving on its Year-Ago Performance in Viewers and Young Adults

Night 2 of ABC's "Millionaire" is No. 1 at 8pm in Total Viewers and Key Women, Building on its Sunday Telecast and Beating its Unscripted Competition in the Hour

Building on its Lead-in Among Young Adults, "Dating in the Dark" Tops Fox and NBC Originals and Grows from the Previous Week

Monday Night (8:00-11:00 p.m.)

Posting week-to-week increases in viewers and young adults, ABC's Monday lineup finished second on the night among Adults 18-49 (1.4/4-tie).

� ABC improved on the same night last year (8/11/08) by 2.8 million viewers (5.0 million vs. 2.2 million) and by 75% in Adults 18-49 (1.4/4 vs. 0.8/2).

"Millionaire" (8:00-9:00 p.m.)

Night 2 of ABC's "Millionaire" stood as the No. 1 program in the 8 o'clock hour in Total Viewers (7.2 million), leading second-place CBS (5.1 million) by 2.1 million viewers. In addition, "Millionaire" led the time-slot among Women 18-49 (2.0/6) and Women 25-54 (2.3/7). "Millionaire" topped its unscripted competition in the hour in Adults 18-49 (1.5/5), beating NBC's "Great American Road Trip" (1.3/4) and the first hour of Fox's "Teen Choice Awards" (1.3/4).

� Monday's "Millionaire" built on its opening night performance by 3% in Total Viewers (7.2 million vs. 7.0 million) and 22% in Adults 18-34 (1.1/4 vs. 0.9/3). In addition, "Millionaire" was up over Sunday's telecast across all key Women demographics: W18-34/W18-49/W25-54.

"Dating in the Dark" (9:00-10:00 p.m.)

Building on its lead-in among young adults, "Dating in the Dark" placed second at 9:00 p.m. in Adults 18-49 (1.7/5), beating the second hour of Fox's "Teen Choice Awards" by 13% (1.5/4) and NBC's "Law & Order: Criminal Intent" by 42% (1.2/3).

� "Dating in the Dark" grew from the previous week's performance by 22% in Total Viewers (4.5 million vs. 3.7 million) and by 6% in Adults 18-49 (1.7/5 vs. 1.6/5).

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 26% 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), 8/10/09, or as dated.

  [august 2009]  


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