Sons of Anarchy - Season 3/Finale (11/30/10) - The Nationals
The 90-minute third season finale of Sons of Anarchy delivered 3.6 million Total Viewers and 2.4 million Adults 18-49. Last night's finale was the series' second highest rated telecast of the season in Total Viewers and Adults 18-49. In addition, SOA was the most-watched program last night in basic cable Total Viewers along with P/M18-49, M18-34, and P/M25-54. The broadcast premiere of Eagle Eye along with SOA ranked FX as the most-watched basic cabler last night in all key adult and men demos.
Week to Week: Sons of Anarchy gained +5% week to week in P18-49 (2,392 vs. 2,288) driven by a +10% surge in M18-49. The older portion of the demo gained more than the younger with P25-54 up +6% and P18-34 unchanged. This third season finale of SOA was the series' second most-watched telecast of the season in Total Viewers, M18-49 and M25-54 behind the season premiere back in September.
Key competitive notes in 90 minute time period include (P18-49):
MTV: gained +38% week to week with 16 & Pregnant/16 & Pregnant [R] (1,449 vs. 1,051)
USA: increased +33% with Law & Order SVU/Psych [R] (1,164 vs. 872)
Comedy Central: advanced +66% with Tosh.0 [R]/Daily Show (1,031 vs. 620).
TBS: eased -1% with Glory Daze/Conan (973 vs. 987).
ESPN: college basketball held (939 vs. 942)
On the b'cast nets, competition was generally heightened: on CBS, the Victoria's Secret Fashion Show gained +63% over last week's The Good Wife (4,435 vs. 2,727); on NBC, The Biggest Loser was +59% ahead of week-ago Parenthood (3,925 vs. 2,476); conversely, on ABC, Detroit 187 fell -72% from last week's Dancing w/ the Stars results spec (2,108 vs. 7,523).
Vs. Lead-in: SOA's movie lead-in, the broadcast premiere of Eagle Eye, notched a stellar 1,431 in P18-49 - the highest- rated SOA lead-in this season and an impressive +19% ahead of second highest-rated SOA lead-in this season [Cloverfield leading in to SOA's third season premiere: 1,202). From its Eagle Eye lead in, SOA soared another +67% (2,392 vs. 1,431). Across its entire season, SOA averaged a +135% increase over its movie lead-in (2,219 vs. 944).
Rank in its Basic Cable Time Period (Tuesday 1000 - 1130P): SOA ranked #1 or #2 in its time period across the board: #1 in P/M18-49, P/M18-34, P/M/W25-54, HH, and Total Viewers; and #2 in W18-49 and W18-34 behind only 16 & Pregnant on MTV. For example, in P18-49, SOA ranked #1 (2,392) -- routing of MTV by +65% (1,449), USA by +106% (1,164), Comedy Central by +132% (1,031), and TBS by +146% (973).
In both young men demos (M18-34/M18-49), SOA ranked #2 in its time period outright among all television networks, behind only the Victoria Secret Fashion Show on CBS (hour).
FX for the Night: With strong performances from both SOA and Eagle Eye, FX ranked as the most-watched basic cable network last night in P/M 18-49, P/M18-34, and P/M25-54.
Among all basic cable primetime programs on Tuesday, SOA ranked #1 in P/M18-49, M18-34, P/M25-54, and Total Viewers.
Quarter Hours were very strong across the 92 minute telecast (P18-49): 2,364/2,326/2,289/2,218/2,491/2,737 (+16%)
Median Age/Audience Composition, Season 3 vs. Prior Seasons:
Median Age: 38, same as prior two seasons.
Male/Female Split: 59%/41% -- slightly more female than Season 2 (63%/37%) and Season 1 (64%/36%).
P18-49 skew of 69% in line with Season 2 (70%) and Season 1 (66%).
PLEASE NOTE - FINAL NIELSEN DATA FOR SONS OF ANARCHY WILL BE AVAILABLE IN APPROXIMATELY THREE WEEKS. BASED ON PROJECTIONS, THE SEASON THREE AVERAGES SHOULD BE ON PAR WITH THE SEASON TWO AVERAGES. CURRENTLY, THE FIRST-RUN (YEAR-OVER-YEAR) LIVE+SAME DAY NUMBERS SHOW A DECLINE OF -12% IN TOTAL VIEWERS AND -13% AMONG ADULTS 18-49. THOSE YEAR-OVER-YEAR DECLINES ARE VERY LIKELY TO BE ERASED WITH THE INCLUSION OF FINAL DVR DATA. THIS SEASON THE AVERAGE WEEKLY GAIN AFTER FACTORING IN DVR USAGE IS +40%, COMPARED TO +23% IN SEASON TWO. 41% OF FX HOMES HAVE DVR UP FROM 35% A YEAR AGO. THE FINAL RATINGS FOR SEASON THREE INCLUDE A DECLINE FOR EPISODES 5-8 THAT AIRED DURING THE MONTH OF OCTOBER WHEN FX WAS OFF DISH NETWORK AND MEASURED IN 13 MILLION FEWER HOMES.