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[09/28/10 - 09:55 AM]
CBS Wins Premiere Week in Viewers, Adults 18-49 and Adults 25-54
CBS spins the numbers for the week of September 20-26.

[via press release from CBS]

Editor's Note: With DVR penetration now at 38%, up from 33% last fall, playback continues to have an impact on ratings beyond same day viewing. CBS Research will provide live plus 7-day lift estimates at bottom of release to more accurately reflect total audience for each program.

CBS WINS PREMIERE WEEK IN VIEWERS, ADULTS 18-49 AND ADULTS 25-54

CBS Posts Across-the-Board Growth From Premiere Week Last Year

5 For 5: CBS Scores the Top Five New Series in Premiere Week in Viewers and Top Three in Adults 18-49

CBS Has 13 of the Top 20 Broadcasts in Viewers and Adults 25-54 and 8 in Adults 18-49, More than Any Other Network

"Hawaii Five-0" is Top New Program/Drama in Viewers

"$#*! My Dad Says" Top New Program/Comedy in Adults 18-49

No. 1 at 10:00 PM: CBS Wins all Five Weeknights in Viewers and Adults 25-54 and Four of Five in Adults 18-49

CBS Wins Five Nights in Viewers and Three Nights in Adults 18-49, More Than any Other Network

Key Scheduling Moves Open Strong �"The Big Bang Theory," "Survivor" and "CSI: NY" All Win Their Respective New Time Periods

"NCIS" Continues as the No. 1 Drama

CBS swept premiere week in viewers, adults 18-49 and adults 25-54 for the first time since 2004 as the Network scored the top five new series in viewers, top three in adults 18-49 and posted year-to-year growth in all key measures, according to Nielsen live plus same day ratings for the week ending Sept. 26, week one of the 2010-2011 television season.

Compared to premiere week last year, CBS was +6% in viewers, +3% in adults 18-49, +5% in adults 25-54 and +10% in adults 18-34.

Among premiere week's debuting new series in viewers, CBS had the Top 5�HAWAII FIVE-0, BLUE BLOODS, $#*! MY DAD SAYS, MIKE & MOLLY and THE DEFENDERS.

Among adults 18-49, CBS had the Top 3--$#*! MY DAD SAYS, HAWAII FIVE-0 and MIKE & MOLLY.

With 14.2 million viewers, HAWAII FIVE-0 ranks as the season's top new series/drama in viewers while $#*! MY DAD SAYS is the top new program/comedy in adults 18-49 with a 4.0 rating.

In the highly competitive 10:00 PM hour leading into late affiliate news, CBS placed first on all five weeknights in viewers and adults 25-54 and on four of five nights in adults 18-49.

CBS won five nights of the week in viewers (Tuesday, Wednesday, Thursday, Friday and Saturday) and three nights in adults 18-49 (Wednesday, Thursday and Friday), more than any other network.

The Network's key scheduling moves this fall have all opened strong with THE BIG BANG THEORY, SURVIVOR: NICARAGUA and CSI: NY all winning their respective new time periods.

For the week in viewers: CBS (12.50m), ABC (9.58m), NBC (8.15m) and FOX (6.52m).

For the week in key demographics, CBS was first in adults 25-54 (4.3/11) and adults 18-49 (3.3/10).

For the week in households: CBS (7.7/13), ABC (6.1/10), NBC (5.2/09) and FOX (3.8/06).

CBS Weekly Highlights:

? TWO AND A HALF MEN (P) was second in households (8.9/13), viewers (14.63m), adults 25-54 (6.0/14) and adults 18-49 (4.9/12). TWO AND A HALF MEN was up +5% in both households (from 8.5/12) and adults 25-54 (from 5.7/12), +9% in adults 18-49 (from 4.5/10) and added +990,0000 viewers (from 13.64m, +7%) compared to last year's season premiere.

? MIKE & MOLLY (P) was second in households (7.6/11), viewers (12.23m), adults 25-54 (5.1/11) and adults 18-49 (3.9/10). MIKE & MOLLY was tied as the night's #1 new program in adults 18-49 (with HAWAII FIVE-0).

? HAWAII FIVE-0 (P) won its time slot in households (8.9/15), viewers (14.20m), adults 25-54 (5.3/13) and adults 18-49 (3.9/11). HAWAII FIVE-0 was the night's #1 new program in households, viewers and adults 25-54, tied with MIKE & MOLLY as the #1 new program in adults 18-49.

-- Tuesday, CBS was first in households (10.0/16), viewers (16.25m), adults 25-54 (4.9/12) and second in adults 18-49 (3.5/10). This was CBS's third consecutive premiere week Tuesday win in viewers and second straight premiere week Tuesday win in adults 25-54.

? NCIS (P) was first in households (11.7/19), viewers (19.41m), adults 25-54 (5.7/15) and second in adults 18-49 (4.0/11). Compared to last May's season finale, NCIS was up +17% in households (from 10.0/16), +24% in adults 25-54 (from 4.6/12), +21% in adults 18-49 (from 3.3/10) and added +3.10m viewers (from 16.31m, +19%).

? NCIS: LOS ANGELES (P) was second in households (9.7/15), viewers (15.75m), adults 25-54 (4.8/11) and adults 18-49 (3.4/09). Compared to last May's season finale, NCIS: LOS ANGELES was up +17% in households (from 8.3/13), +26% in both adults 25-54 (from 3.8/09) and adults 18-49 (from 2.7/07) and added +2.52m viewers (from 13.23m, +19%).

? NCIS: LOS ANGELES SPECIAL (S) was first in households (8.5/15), viewers (13.60m), adults 25-54 (4.1/11) and adults 18-49 (3.0/09).

-- Wednesday, CBS was first in households (7.8/13), viewers (12.96m), adults 25-54 (4.7/12) and adults 18-49 (3.6/10). This was the fourth time in five years CBS won premiere week Wednesday in all these measures.

? SURVIVOR: NICARAGUA (P) was first in households (7.0/12), viewers (12.59m), adults 25-54 (5.1/14), adults 18-49 (4.0/12) and adults 18-34 (2.7/09). This was CBS's best delivery in this time slot with a regularly scheduled program in viewers and adults 18-49 since February 26, 2003 ("Star Search"), in adults 25-54 since January 18, 2003 ("Star Search") and since September 2, 2010 in adults 18-34 ("Big Brother 12 Wednesday"). Compared to last week's special first episode, SURVIVOR was up +3% in households (from 6.8/11), +4% in adults 18-34 (from 2.6/09), even in adults 18-49 and added +360,000 viewers (from 12.23m, +3%). SURVIVOR: NICARAGUA was up +59% in households, +76% in adults 25-54, +74% in adults 18-49 and +80% in adults 18-34 compared to the same night last year ("The New Adventures of Old Christine"/"Gary Unmarried").

? CRIMINAL MINDS (P) was first in households (8.6/14), viewers (14.13m), adults 25-54 (5.1/12) and second in adults 18-49 (4.0/11). CRIMINAL MINDS was Wednesday's #1 program in viewers

? THE DEFENDERS (P) was first in households (7.7/14), viewers (12.17m), adults 25-54 (4.0/11) and second in adults 18-49 (2.9/08).

-- Thursday, CBS was first in households (8.8/15), viewers (14.37m), adults 25-54 (4.9/13) and adults 18-49 (3.7/11). This was CBS's first win on a Premiere Week Thursday since 2007.

? THE BIG BANG THEORY (P) was first in households (8.4/14), viewers (14.04m), adults 25-54 (5.9/17), adults 18-49 (4.9/15) and adults 18-34 (3.8/13). Compared to last year's season premiere (on Monday, Sept. 21 at 9:30 PM), THE BIG BANG THEORY was up +6% in households (from 7.9/11), +2% in adults 25-54 (from 5.8/12), +4% in adults 18-49 (from 4.7/11), +27% in adults 18-34 (from 3.0/08) and added +1.06m viewers (from 12.98m, +8%). Compared to the same time period premiere last year (SURVIVOR: SAMOA, Thursday 8:00-8:30 PM on Sept. 24), THE BIG BANG THEORY was up +29% in households (from 6.5/11), +37% in adults 25-54 (from 4.3/12), +44% in adults 18-49 (from 3.4/10), +90% in adults 18-34 (from 2.0/07) and added +2.86m viewers (from 11.18m, +26%).

? $#*! MY DAD SAYS (P) was first in households (7.5/12), viewers (12.58m), adults 25-54 (5.2/14), adults 18-49 (4.0/12) and adults 18-34 (2.9/09). Compared to the time period premiere last year (SURVIVOR: SAMOA, Thursday 8:30-9:00 PM on Sept. 24), $#*! MY DAD SAYS was up +7% in households (from 7.0/11), +4% in adults 25-54 (from 5.0/13), +26% in adults 18-34 (from 2.3/07), even in adults 18-49 and added +410,000 viewers (from 12.17m, +3%).

? CSI: CRIME SCENE INVESTIGATION (P) was first in viewers (14.69m), tied for first in households (9.0/14, with ABC), second in adults 25-54 (4.6/11) and averaged a 3.4/09 in adults 18-49. Compared to last year's season finale (on May 20), CSI was up +5% in both households (from 8.6/14) and adults 25-54 (from 4.4/11), +3% in adults 18-49 (from 3.3/09) and added +330,000 viewers (from 14.36m, +2%).

? THE MENTALIST (P) was first in households (9.6/17), viewers (15.50m), adults 25-54 (4.6/12) and adults 18-49 (3.4/10). CBS won the 10:00-11:00 PM time slot for the fourth consecutive night in both viewers and adults 25-54, was first in adults 18-49 for the third night out of four. Compared to last year's season finale (on May 20), THE MENTALIST was up +2% in households (from 9.4/16), +6% in adults 18-49 (from 3.2/09), even in adults 25-54 and added +250,000 viewers (from 15.25m, +2%). THE MENTALIST was the night's #1 program in viewers.

-- Friday, CBS was first in households (6.2/12), viewers (9.82m), adults 25-54 (2.6/08) and adults 18-49 (1.9/07). This was CBS's fourth straight premiere week Friday win in these measures and fifth in six years (in 2008, all networks delayed their Friday premieres by one week due to a presidential debate).

? MEDIUM (P) was tied for first in both adults 25-54 (2.0/07, with NBC) and adults 18-49 (1.4/05, with NBC), second in households (4.0/08) and viewers (6.10m).

? CSI: NY (P) was first in households (6.6/12), viewers (10.35m), adults 25-54 (2.7/08) and adults 18-49 (2.0/07).

? BLUE BLOODS (P) was first in households (8.1/15), viewers (13.01m), adults 25-54 (3.2/10) and adults 18-49 (2.2/07). Compared to last year's time period premiere ("Numb3rs"), BLUE BLOODS was up +53% in households (from 5.3/10), +28% in adults 25-54 (from 2.5/07), +22% in adults 18-49 (from 1.8/06) and added +4.90m viewers (from 8.11m, +61%). This was CBS's best delivery in the time period in households since May 19, 2006 ("Numb3rs"), since April 7, 2006 in viewers ("Numb3rs"), since January 23, 2009 in adults 25-54 ("Numb3rs") and since January 15, 2010 in adults 18-49 ("Numb3rs"). BLUE BLOODS was the night's #1 program in households, viewers, adults 25-54 and adults 18-49.

-- Saturday, CBS was first in households (4.0/08) and viewers (6.02m).

? 48 HOURS MYSTERY (P) was first in households (4.3/08), viewers (6.28m), second in both adults 25-54 (2.0/06) and adults 18-49 (1.3/04). 48 HOURS MYSTERY was the night's #1 program in viewers.

-- CBS's football run over posted a 15.8/29 with 26.38m viewers, 10.3/29 in adults 25-54 and 9.1/28 in adults 18-49 from 7:00-7:47PM.

? 60 MINUTES (P) (7:47-8:47PM) posted a 9.0/15 with 14.41m viewers, 4.1/10 in adults 25-54 and 3.1/08 in adults 18-49. From 8:00-9:00PM, CBS was first in households, second in viewers and adults 25-54, third in adults 18-49.

? THE AMAZING RACE 17 (P) (8:47-10:17PM) delivered a 6.5/10 with 11.54m viewers, 4.6/10 in adults 25-54 and 3.8/09 in adults 18-49. This was the best delivery for a season premiere of THE AMAZING RACE since November 4, 2007 in households, viewers, adults 25-54 and adults 18-49 (THE AMAZING RACE 12). Compared to last fall's premiere (two-hours), THE AMAZING RACE was up +5% in households (from 6.2/10), +12% in both adults 25-54 (from 4.1/09) and adults 18-49 (from 3.4/08) and added +1.13m viewers (from 10.41m, +11%). Compared to the winter premiere (one hour on February 14, 2010), THE AMAZING RACE was up +27% in households (from 5.1/08), +31% in adults 25-54 (from 3.4/08), +36% in adults 18-49 (from 2.8/07) and added +2.53m viewers (from 9.01m, +28%).

? UNDERCOVER BOSS (P) (10:17-11:17PM) delivered a 7.0/12 with 11.54m viewers, 4.7/12 in adults 25-54 and 3.8/10 in adults 18-49. Compared to the time period programming on the same night last year ("Cold Case" from 10:14-11:14PM), UNDERCOVER BOSS was up +15% in households (from 6.1/11), +74% in adults 25-54 (from 2.7/07), +81% in adults 18-49 (from 2.1/06) and added +2.34m viewers (from 9.20m viewers, +26%).

CBS top programs of the week: #2 NCIS (P) (an average of 19.41m viewers), #5 NCIS: LOS ANGELES (P) (15.76m), #6 THE MENTALIST (P) (15.50m), #7 CSI: CRIME SCENE INVESTIGATION (P) (14.69m), #8 TWO AND A HALF MEN (P) (14.63m), #9 60 MINUTES (P) (14.41m), #11 HAWAII FIVE-0 (P) (14.20m), #12 CRIMINAL MINDS (P) (14.13m), #13 THE BIG BANG THEORY (P) (14.04m), #15 NCIS: LOS ANGELES SPECIAL (S) (13.60m), #17 BLUE BLOODS (P) (13.01m), #19 SURVIVOR: NICARAGUA (P) (12.59m), #20 $#*! MY DAD SAYS (P) (12.58m), #22 MIKE & MOLLY (P) (12.23m), #23 THE DEFENDERS (P) (12.17m), #25 UNDERCOVER BOSS (P) (11.544m), #26 THE AMAZING RACE (P) (11.535m) and #30 CSI: NY (P) (10.35m).

Prime averages are based on the following hours of rated broadcasts in Week #1:

CBS � 22 hours

NBC � 21 � hours

ABC � 22 hours

FOX � 15 hours

CBS RESEARCH LIVE PLUS 7-DAY PROJECTIONS

Estimated Increases in Viewers and Adults 18-49 Versus Live Plus

Same Day Results

Total Total

Viewer Lift Live +7 A18-49 Lift Live +7

How I Met Your Mother +1.68m 10.46m +1.0 4.6

Rules of Engagement + 962,000 9.29m +0.4 3.5

Two and a Half Men +2.19m 16.69m +0.8 5.6

Mike & Molly +1.42m 13.66m +0.5 4.5

Hawaii Five-0 +2.13m 15.96m +0.7 4.5

NCIS +2.58m 21.50m +0.9 4.8

NCIS: Los Angeles +1.77m 17.46m +0.4 3.8

NCIS: Los Angeles (S) +1.54m 15.13m +0.4 3.4

Survivor: Nicaragua 1.86m 14.33m +0.9 4.9

Criminal Minds 1.71m 15.79m +0.7 4.7

The Defenders 1.05m 13.14m +0.4 3.3

The Big Bang Theory 3.69m 17.64m +1.2 6.0

$#*! My Dad Says 2.01m 14.49m +0.9 4.8

CSI 2.30m 16.87m +0.9 4.3

The Mentalist 3.06m 18.39m +0.9 4.2

Medium +921,000 7.04m +0.4 1.8

CSI: NY +1.39m 11.67m +0.4 2.4

Blue Bloods +1.73m 14.54m +0.4 2.6

The Amazing Race +890,000 12.43m +0.4 4.2

Undercover Boss +1.26m 12.80m +0.4 4.1





  [september 2010]  
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M
T
W
T
F
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· 48 HOURS (CBS)
· 60 MINUTES (CBS)
· AMAZING RACE, THE (CBS)
· BIG BANG THEORY, THE (CBS)
· BLEEP MY DAD SAYS (CBS)
· BLUE BLOODS (CBS)
· CRIMINAL MINDS (CBS)
· CSI: CRIME SCENE INVESTIGATION (CBS)
· CSI: NEW YORK (CBS)
· DEFENDERS, THE (CBS)
· HAWAII FIVE-0 (CBS)
· HOW I MET YOUR MOTHER (CBS)
· MEDIUM (CBS)
· MENTALIST, THE (CBS)
· MIKE & MOLLY (CBS)
· NCIS (CBS)
· NCIS: LOS ANGELES (CBS)
· RULES OF ENGAGEMENT (CBS)
· SURVIVOR (CBS)
· TWO AND A HALF MEN (CBS)
· UNDERCOVER BOSS (CBS)





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