Quick Take for Monday, September 27, 2010
(Fast Affiliate Live + Same Day Ratings)
ABC is the Most-Watched Net for the Second Straight Monday of the Season, Topping CBS by 7.4 Million Viewers and by 16% in Adults 18-49
"Dancing with the Stars" Leads its Time Period for the Second Week in a Row
"DWTS" is Monday's No. 1 Program in Viewers and Across All Key Women Demos
ABC's "Castle" Registers its Top Telecast Since April in Viewers and Young Adults and Tops CBS' "Hawaii Five-0" Across All Key Women Demographics
Monday Night (8:00-11:00 p.m.)
ABC finished as the most-watched network for the second straight Monday of the 2010-11 TV Season. During prime, ABC outdrew CBS by 7.4 million viewers (18.5 million vs. 11.1 million) and by 16% in Adults 18-49 (4.3/11 vs. 3.7/10).
"Dancing with the Stars" (8:00-10:00 p.m.)
ABC's "Dancing with the Stars" won its 2-hour time period for the 2nd consecutive week with Total Viewers (21.6 million) and Adults 18-49 (4.8/12). "DWTS" outperformed CBS' original comedy block (10.5 million & 3.9/10) by 11.1 million viewers and by 23% in Adults 18-49.
· "DWTS" stood as Monday's No. 1 TV program for the second week in a row in Total Viewers and across all key Women demographics (W18-34/W18-49/W25-54).
"Castle" (10:00-11:00 p.m.)
"Castle" grew from its week-ago season premiere in both Total Viewers (12.4 million vs. 10.7 million) and Adults 18-49 (3.2/8 vs. 2.7/7), delivering the program's best numbers since April - since 4/12/10.
· ABC's "Castle" beat CBS' high-profile reboot, "Hawaii Five-0," across each of the key Women demographics: Women 18-34 (3.1/9 vs. 2.1/6), Women 18-49 (4.3/11 vs. 3.6/10) and Women 25-54 (5.5/13 vs. 4.8/12).
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 38% currently, from 32% 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: The Nielsen Company (Fast Affiliate, Live + Same Day Ratings), 9/27/10.