Quick Take for Monday, October 11, 2010
(National Live + Same Day Program Ratings)
ABC Stands as the Most-Watched Net for the 4th Monday in a Row,
Bettering CBS by 6.2 Million Viewers and by 3% in Adults 18-49
"Dancing with the Stars" Wins its 2-Hour Time Slot in Total Viewers and
Across All Key Women Demos for the 4th Straight Week
ABC's "Castle" is the Only Network Program to Grow Week to Week in Adults 18-49 and Beats CBS' "Hawaii Five-0" in Adults 18-34 for the First Time
Monday Night (8:00-11:00 p.m.)
ABC stood as the most-watched network on Monday night for the 4th week in a row. During prime, ABC bettered CBS by a 6.2 million viewers (16.6 million vs. 10.4 million) and by 3% in Adults 18-49 (3.6/8 vs. 3.5/9).
· Growing its Monday results year to year for the 4th straight week, ABC was up over the same night last season by 2.1 million viewers and by 13% in Adults 18-49 (14.5 million and 3.2/8 on 10/12/09).
"Dancing with the Stars" (8:00-10:01 p.m.)
ABC's "Dancing with the Stars" won its 2-hour time-slot for the 4th time in 4 weeks with Total Viewers and across all key Women demos (W18-34/W18-49/W25-54). "DWTS" topped CBS' original comedy block by 9.3 million viewers (19.5 million vs. 10.2 million) and by 11% in Adults 18-49 (4.0/10 vs. 3.6/9).
· Season to date, "DWTS" is improving substantially over its year-ago averages by 3.3 million viewers (20.7 million vs. 17.4 million) and by 21% among Adults 18-49 (4.6/12 vs. 3.8/9).
"Castle" (10:01-11:00 p.m.)
Standing as Monday's only network program to grow week-to-week among young adults, ABC's "Castle" turned in its most-competitive performance ever against CBS' high-profile reboot, "Hawaii Five-0," in both Total Viewers (10.66 million vs. 10.70 million) and Adults 18-49 (2.7/8 vs. 3.1/8). In addition, "Castle" outperformed the CBS drama for the first time among Adults 18-34 (+18% - 2.0/6 vs. 1.7/5).
· ABC's "Castle" beat NBC's "Chase" by its largest margins to date in both Total Viewers (+118% � 10.7 million vs. 4.9 million) and Adults 18-49 (+80% - 2.7/8 vs. 1.5/4).
· "Castle" was up over its performance on the same night last year for the 4th consecutive telecast, growing by 9% in Total Viewers and by 17% in Adults 18-49 (9.8 million and 2.3/6 on 10/12/09). In fact, compared to the same point last season, "Castle" is up by 1.3 million viewers (11.4 million vs. 10.1 million) and by 12% in Adults 18-49 (2.9/8 vs. 2.6/7).
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 38% currently, from 33% 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 (National, Live + Same Day Program Ratings), 10/11/10.