[10/05/10 - 10:10 AM]
ABC is the Most-Watched Net for the 3rd Consecutive Monday of the Season
ABC spins the numbers for Monday, October 4.

[via press release from ABC]

Quick Take for Monday, October 4, 2010 (Fast Affiliate Live + Same Day Ratings)

ABC is the Most-Watched Net for the 3rd Consecutive Monday of the Season, Beating CBS by 6.1 Million Viewers and by 8% in Adults 18-49

"Dancing with the Stars" Leads its Time Period and is Monday's No. 1 Program in Viewers and Across All Key Women Demos for the Third Week in a Row

ABC's "Castle" Beats NBC's "Chase" by its Largest Margins Yet, While Topping CBS' "Hawaii Five-0" in Women 18-34 for the 3rd Straight Week

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

ABC won the night for the third straight Monday in Total Viewers. During prime, ABC outperformed CBS by 6.1 million viewers (17.4 million vs. 11.3 million) and by 8% in Adults 18-49 (3.9/10 vs. 3.6/9).

· Improving on its Monday results year to year for the 3rd consecutive week, ABC was up over the same night last season by 3.3 million viewers and by 26% in Adults 18-49 (14.1 million and 3.1/8 on 10/05/09).

"Dancing with the Stars" (8:00-10:00 p.m.)

ABC's "Dancing with the Stars" led the 8:00-10:00 p.m. time-slot and stood as Monday's No. 1 TV program for the 3rd week running with Total Viewers and across all key Women demos (W18-34/W18-49/W25-54). "DWTS" outperformed CBS' original comedy block by 9.2 million viewers (20.1 million vs. 10.9 million) and by 16% in Adults 18-49 (4.3/11 vs. 3.7/10).

· Season to date, "DWTS" improved substantially over its year-ago averages by 3.8 million viewers (20.9 million vs. 17.1 million) and by 26% among Adults 18-49 (4.8/12 vs. 3.8/9).

"Castle" (10:00-11:00 p.m.)

"Castle" defeated NBC's "Chase" by its largest margins yet in both Total Viewers (+6.1 million - 11.9 million vs. 5.8 million) and Adults 18-49 (+76% - 3.0/8 vs. 1.7/5).

· ABC's "Castle" beat CBS' high-profile reboot, "Hawaii Five-0," among Women 18-34 (+21% - 2.9/8 vs. 2.4/7) for the 3rd time in 3 weeks.

· "Castle" was up sharply over its performance on the same night last year for the 3rd straight telecast, surging by 2.7 million viewers and by 36% in Adults 18-49 (9.2 million and 2.2/6 on 10/05/09). In fact, compared to the same point last season, "Castle" is up by 2.0 million viewers (11.2 million vs. 9.2 million) and by 22% in Adults 18-49 (2.8/8 vs. 2.3/6).

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), 10/4/10.

  [october 2010]  


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