ABC's "American Music Awards" Grows with Younger Viewers

Some early info on ABC's American Music Awards, ahead of the regular press release.

Up against stiff competition on the evening, including a big Sunday Night Football contest (NY Giants-Philadelphia Eagles) and an NFL prime overrun-boosted CBS, the 2010 American Music Awards made ABC the dominant #1 non-sports network from 8-11pm among Adults 18-49 (4.3/11), beating CBS in the 3-hour time period by 48% (2.9/7).

· The AMAs won its 3-hour time period over football in other key demographics, including Women 18-34 (5.0/13), Women 18-49 (5.7/14), Women 25-54 (6.1/14), Teens 12-17 (3.7/11) and Kids 2-11 (2.5/10).

· Growing year to year among younger viewers, the American Music Awards surged over last year's telecast by +12% in Teens (3.7/11 vs. 3.3/12) and by +19% in Kids 2-11 (2.5/10 vs. 2.1/9). In fact the �American Music Awards� marked its highest number in 6 years with Kids 2-11 - best since 2004.

Quick Take for Sunday, November 21, 2010 (Fast Affiliate Live + Same Day Ratings)

Opposite Stiff Competition from One of NBC's Biggest-Ever Sunday NFL Games and An NFL-Boosted CBS, ABC's "2010 American Music Awards" is No. 1 in Key Demos

Growing Year to Year with Younger Viewers, ABC's "AMAs" Surges Over Last Year in Teens and Kids, with its Best Number in 6 Years with Kids 2-11

"2010 American Music Awards" (8:00-11:00 p.m.)

Up against stronger year-to-year competition on the evening, including one of NBC's biggest-ever "Sunday Night Football" contests (NY Giants-Philadelphia Eagles) and an NFL prime overrun-boosted CBS, the "2010 American Music Awards" made ABC the dominant No. 1 non-sports network from 8:00-11:00 p.m. among Adults 18-49 (4.3/11), beating CBS in the 3-hour time period by 48% (2.9/7). "AMAs" won its 3-hour time period over football in other key demographics, including Women 18-34 (5.0/13), Women 18-49 (5.7/14), Women 25-54 (6.1/14), Teens 12-17 (3.7/11) and Kids 2-11 (2.5/10).

· Growing year to year among younger viewers, the "American Music Awards" surged over last year's telecast by +12% in Teens 12-17 (3.7/11 vs. 3.3/12) and by +19% in Kids 2-11 (2.5/10 vs. 2.1/9). In fact the "American Music Awards" marked its highest number in 6 years with Kids 2-11 � best since 2004.

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 34% 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), 11/21/10.