ABC's Builds its Sunday Numbers/Housewives is #1 Non-Sports Program

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

Despite facing heavy sports-driven competition on the evening, ABC was up over the prior week's season premiere Sunday in both Total Viewers and Adults 18-49.

Building on its lead-in at 8pm, ABC's Extreme Makeover: Home Edition grew from its week-ago season opener with Total Viewers, Adults 18-34, Adults 25-54 and Kids 2-11.

Against stiff competition on the night, including another big Sunday Night Football contest in NBC (Chicago Bears-NY Giants), a sports-fueled Fox with an NFL primetime overrun and CBS with its time period premiere of Undercover Boss at 9pm and season opener of CSI Miami at 10pm, ABC's Desperate Housewives registered as Sunday's #1 non-sports television program among Adults 18-49. Housewives also finished #1 against its non-sports competition in its 9 o'clock time slot in Adults 18-49, beating CBS' slot premiere of Undercover Boss by 8% and Fox's comedies (Family Guy/American Dad) by 26%. For the 2nd week in a row, Housewives finished Sunday's #1 TV program across all key Women demos (W18-34/W18-49/W25-54).

· Desperate Housewives retained all of its week-earlier season premiere audience in Total Viewers and Adults 18-49, while building on its premiere among key Women (W18-34/W18-49) . In fact with Women 18-34 and Women 18-49, Housewives hit its highest ratings in 9 months - since 1/3/10.

Opposite the NFL game, ABC's Brothers & Sisters finished as the #1 non-sports program in the 10 o'clock hour, beating CBS' season premiere of CSI: Miami in Adults 18-34 and among key Women demos (W18-34/W18-49).

· Despite facing increased drama competition in the time period, Brothers & Sisters was up over its week-ago season premiere in Adults 18-49, Adults 18-34 and Women 18-34. In fact the ABC drama posted its highest young adult numbers since January and its top Women 18-34 number since December - since 1/10/10 and 12/6/09, respectively.

Quick Take for Sunday, October 3, 2010 (Fast Affiliate Live + Same Day Ratings)

ABC Grows its Sunday Numbers in Viewers and Young Adults

"Home Edition" Builds on its Week-Ago Opener in Viewers, Key Adults and Kids

"Housewives" Stands as Sunday's No. 1 Non-Sports TV Show In Adults 18-49, and Achieves 9-Month Highs with Key Women

Up from its Season Premiere, "Brothers & Sisters" Pulls its Strongest Young Adult Numbers Since Early January and Best with Women 18-34 Since Early December

Sunday Night (7:00-11:00 p.m.)

Despite facing heavy sports-driven competition on the evening, ABC was up over the prior week's season premiere Sunday in both Total Viewers (+3% - 9.5 million vs. 9.2 million) and Adults 18-49 (+4% - 2.9/8 vs. 2.8/7).

"Extreme Makeover: Home Edition (8:00-9:00 p.m.)

Building on its lead-in at 8:00 p.m., ABC's "Extreme Makeover: Home Edition" grew from its week-ago season opener in Total Viewers (8.6 million vs. 8.5 million), Adults 18-34, Adults 25-54 and Kids 2-11.

"Desperate Housewives" (9:00-10:00 p.m.)

Against stiff competition on the night, including another big "Sunday Night Football" contest on NBC (Chicago Bears-NY Giants), a sports-fueled Fox with an NFL primetime overrun and CBS with its time period premiere of "Undercover Boss" and season opener of "CSI: Miami," ABC's "Desperate Housewives" registered as Sunday's No. 1 non-sports television program in Adults 18-49 (4.3/10). "Housewives" also finished No. 1 against its non-sports competition in its 9 o'clock time slot in Adults 18-49, beating CBS' slot premiere of "Undercover Boss" by 8% (4.0/9) and Fox's comedies by 26% ("Family Guy"/"American Dad" = 3.4/8). For the 2nd week in a row, Housewives stood as Sunday's No. 1 TV program overall across all key Women demos (W18-34/W18-49/W25-54).

· "Housewives" retained all of its week-earlier season premiere audience in Total Viewers and Adults 18-49, while building on its premiere among key Women (W18-34/W18-49). In fact with Women 18-34 and Women 18-49, the show hit its highest ratings in 9 months - since 1/3/10.

"Brothers & Sisters" (10:00-11:00 p.m.)

Opposite the end of the NFL game, ABC's "Brothers & Sisters" finished as the No. 1 non-sports program in the 10 o'clock hour, beating CBS' season premiere of "CSI: Miami" by strong margins in Adults 18-34 (+18% - 2.6/7 vs. 2.2/6) and among key Women demos: W18-34 (+42% - 3.7/10 vs. 2.6/7) and W18-49 (+13% - 4.3/11 vs. 3.8/10).

· Despite facing increased drama competition in the time period, "Brothers & Sisters" was up over its week-ago season premiere in Adults 18-49, Adults 18-34 and Women 18-34. In fact the ABC drama posted its highest young adult numbers since January and its top Women 18-34 number since December - since 1/10/10 and 12/6/09, respectively.

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), 10/3/10.