Quick Take for Monday, November 8, 2010
(Fast Affiliate Live + Same Day Ratings)
Up Week to Week and Year to Year in Viewers and Young Adults,
ABC is No. 1 on Monday in Total Viewers for the 8th Straight Week
"Dancing with the Stars" is Monday's Most-Watched Show and
Leads CBS' Comedy Block in Total Viewers and Adults 18-49
With its First-Ever "Instant Dance," "DWTS" Sees its Audience Surge by 3.0 Million Viewers and by 24% in Adults 18-49 from its First Hour to its Second Hour
Standing as the Top Scripted Show at 10pm, ABC's "Castle" Beats CBS'
"Hawaii Five-0" in Viewers and All Key Women Demos for the 4th Consecutive Week
Monday Night (8:00-11:00 p.m.)
Up week to week in viewers and young adults, ABC stood as No. 1 Net on Monday night in Total Viewers for the 8th week in a row. ABC defeated CBS by 6.9 million viewers (17.5 million vs. 10.6 million) and by 9% in Adults 18-49 (3.7/10 vs. 3.4/9).
· Improving on its Monday numbers year to year for the 8th straight week, ABC was up over the same night last season (11/9/09) by 2.4 million viewers (17.5 million vs. 15.1 million) and by 19% in Adults 18-49 (3.7/10 vs. 3.1/8).
"Dancing with the Stars" (8:00-10:00 p.m.)
ABC's "Dancing with the Stars" won its 2-hour time slot in Total Viewers (20.4 million) for the 8th week in a row. "DWTS" defeated CBS' original comedy block in Total Viewers (+9.6 million - 20.4 million vs. 10.8 million) and Adults 18-49 (+14% - 4.2/10 vs. 3.7/9). At 9:00 p.m., featuring the show's first-ever "Instant Dance," in which the couples had to master a Latin number to music they were given for the first time and after the show's broadcast had begun, "DWTS" saw its audience surge by 3.0 million viewers (18.9 million to 21.9 million) and by 24% in Adults 18-49 (3.7/10 to 4.6/11) from its first hour to its second hour.
· "DWTS" stood as Monday's No. 1 show in Total Viewers, Women 18-49 and Women 25-54 for the 8th week running.
· "DWTS" built substantially over its year-ago telecast for the 8th week in a row, up by 2.8 million viewers (20.4 million vs. 17.6 million) and by 24% among Adults 18-49 (4.2/10 vs. 3.4/8).
"Castle" (10:00-11:00 p.m.)
Qualifying as the top scripted program in the 10 o'clock hour, ABC's "Castle" outperformed CBS' high-profile reboot, "Hawaii Five-0," in Total Viewers (11.8 million vs. 10.3 million) and across all key Women demographics (W18-34/W18-49/W25-54) for the 4th consecutive week. In addition, for the 3rd time in the last 5 weeks, "Castle" beat "Hawaii Five-0" among Adults 18-34 (+31% - 2.1/6 vs. 1.6/5).
· Building on its performance on the same night last year for the 8th time in as many weeks this season, "Castle" was up over its year-ago telecast by 2.0 million viewers (11.8 million vs. 9.8 million) and by 17% in Adults 18-49 (2.8/8 vs. 2.4/6).
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 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 (Fast Affiliate, Live + Same Day Program Ratings), 11/8/10.