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[05/13/10 - 08:52 AM]
ABC's Wednesday Comedies Build, as Modern Family Hits a Series High
ABC spins the numbers for Wednesday, May 12.

[via press release from ABC]

ABC's Wednesday Comedies Build, as Modern Family Hits a Series High

Some early info on ABC's Wednesday, ahead of the regular press release.

Surging over its lead-in by 1.8 million viewers and by 50% with young adults at 8:30pm, self-starter The Middle was the #1 show its half-hour for its 4th straight original telecast in Total Viewers and Adults 18-49. In fact among Adults 18-49, it finished as the #1 scripted show in its half-hour for the 6th time in its last 7 first-run airings. The ABC freshman comedy also delivered the #1 position in the half-hour Adults 25-54, Men 18-49 and Men 25-54.

· The Middle drew its biggest overall audience in 3 months and equaled its top Adult 18-49 number since March - since 2/10 and 3/24/10, respectively.

Against Idol at 9pm, ABC's Modern Family jumped from its lead-in (+2.6 million viewers/+75% in AD18-49) to rank as the #1 scripted show in its time slot among Adults 18-49, outdelivering originals of CBS' Criminal Minds by 27% and NBC's Mercy by 282%. After running neck-and-neck with Idol with young men for past month, Modern Family beat American Idol for the first-time-ever among Men 18-34 (+3%) . The hit ABC comedy qualified as Wednesday's #1 scripted TV show for its 11th straight original telecast in young adults.

· Modern Family marked its most-watched telecast in over 4 months (since 1/6/10) and hit a series-high in Adults 18-49, representing the series' best-ever performance against American Idol on both counts.

Opposite the second half-hour of a surging Idol at 9:30pm, ABC freshman Cougar Town once again outdelivered CBS' Criminal Minds with Adults 18-34 (+9%) to qualify as the #1 scripted show against its broadcast rivals in the half-hour for its 6th consecutive original airing.

· Cougar Town was up week to week in both Total Viewers (+3%) and Adults 18-49 (+4%).

Quick Take for Wednesday, May 12, 2010 (Fast Affiliate Live + Same Day Ratings)

Generating its Biggest Audience in 3 Months, ABC's Self-Starter "The Middle" Wins its Time Slot for its 4th Straight Original Telecast

Hitting a Series High Opposite "Idol," ABC's "Modern Family" is Wednesday's No. 1 Scripted TV Show for its 11th Straight Original Telecast in Adults 18-49

Growing Week to Week, "Cougar Town" Ranks as the No. 1 Scripted Show Against its Network Rivals in Adults 18-34 for its 6th Straight First-Run Airing

"The Middle" (8:30-9:00 p.m.)

Surging over its lead-in by 1.8 million viewers and by 50% with young adults at 8:30 p.m., self-starter "The Middle" was the No. 1 show its half-hour for its 4th straight original telecast in Total Viewers (7.5 million) and Adults 18-49 (2.4/7). In fact among Adults 18-49, it finished as the highest-rated scripted show in its half-hour for the 6th time in its last 7 first-run airings. The ABC freshman comedy also delivered the No. 1 position in the half-hour with Adults 25-54, Men 18-49 and Men 25-54.

· "The Middle" drew its biggest overall audience in 3 months and equaled its top Adult 18-49 number since March - since 2/10 and 3/24/10, respectively.

"Modern Family" (9:00-9:30 p.m.)

Against "Idol" and all-original programming on CBS and NBC at 9:00 p.m., ABC's "Modern Family" jumped from its lead-in (+2.6 million viewers/+75% in AD18-49) to rank as the No. 1 scripted show in its time slot among Adults 18-49 (4.2/11), outdelivering CBS' "Criminal Minds" by 27% (3.3/9) and NBC's "Mercy" by 282% (1.1/3). After running neck-and-neck with "Idol" in young men for the past month, "Modern Family" beat "American Idol" for the first time ever among Men 18-34 (+3% - 3.2/11 vs. 3.1/10). The hit ABC comedy qualified as Wednesday's No. 1 scripted TV show for its 11th straight original telecast in young adults.

· "Modern Family" marked its most-watched telecast (10.1 million) in over 4 months (since 1/6/10) and hit a series high in Adults 18-49 (4.2/11-tie), representing the series' best-ever performance against "American Idol" on both counts. It was "Modern's" 2nd time in 3 weeks to hit a series high in the key young adult sales demo.

"Cougar Town" (9:30-10:00 p.m.)

Opposite the second half-hour of a surging "Idol" at 9:30 p.m., ABC freshman "Cougar Town" once again outdelivered CBS' "Criminal Minds" with Adults 18-34 (+9% - 2.4/7 vs. 2.2/7) to qualify as the No. 1 scripted show against its network rivals in the half-hour for its 6th consecutive original airing.

· "Cougar Town" was up week to week in both Total Viewers (+3% - 6.1 million vs. 5.9 million) and Adults 18-49 (+4% - 2.6/7 vs. 2.5/7).

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 36% currently, from 31% at the same point in 2009. 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), 5/12/10.





  [may 2010]  
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M
T
W
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· AMERICAN IDOL (FOX)
· COUGAR TOWN (TBS)
· CRIMINAL MINDS (CBS)
· MERCY (NBC)
· MIDDLE, THE (ABC)
· MODERN FAMILY (ABC)









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