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[03/22/11 - 08:42 AM]
ABC's 12th Season of "Dancing" Opens Big, Up by 1 Million Viewers over Last Season
ABC spins the numbers for Monday, March 21.

[via press release from ABC]

ABC's 12th Season of "Dancing" Opens Big, Up by 1 Million Viewers over Last Season

Some early info on ABC's Monday, ahead of the regular press release.

Monday Primetime: On the heels of its dominant victory the prior week with The Bachelor finale, ABC turned in another big Monday win with the 12th season premiere of Dancing with the Stars leading into Castle. During prime, ABC beat out its closest competition (CBS) by 10.3 million viewers (19.1 million vs. 8.8 million) and by 61% in Adults 18-49 (4.5/13 vs. 2.8/8). In fact it was the 2nd straight week for ABC to win all 6 half-hours on Monday evening in viewers and young adults.

· Hitting a season-high on the night, ABC generated the most-watched Monday for any network in nearly 1 year - since 3/29/10.

DWTS: Dominating each of its half-hours from 8-10pm, ABC's 12th season opener of Dancing with the Stars towered over second-place CBS in the time period by 13.5 million viewers (22.3 million vs. 8.8 million) and by 89% in Adults 18-49 (5.1/15 vs. 2.7/8). In fact it was ABC's 5th consecutive week to lead the time period in Total Viewers and Adults 18-49 and the 8th consecutive week in Adults 18-34.

· DWTS' audience surged from its first hour to its second hour, gaining 2.8 million viewers (20.9 million to 23.7 million) and by 19% in Adults 18-49 (4.7/14 to 5.6/15).

· DWTS was up from its most-recent season opener in September by 1.0 million viewers (21.3 million on 9/20/10). In fact it was Dancing's 3rd-most-watched premiere ever.

Castle: Monday's #2 TV show to DWTS, ABC's Castle (12.7 million and 3.3/9) turned in a dominant first-place finish in the 10 o'clock hour in Total Viewers and Adults 18-49, leading CBS' original Hawaii Five-0 (9.8 million and 2.9/8) and NBC's Harry's Law (8.2 million and 1.6/4). It was the ABC drama's 2nd straight original episode to win its time period on both measures.

· Achieving season-highs in Total Viewers and Adults 18-49, ABC's Castle marked its strongest performance since March 2010 - since 3/29/10. In viewers and young adults, it was Castle's 3rd straight original telecast to grow over the previous episode.

Quick Take for Monday, March 21, 2011 (Fast Affiliate Live + Same Day Ratings)

ABC is No. 1 on Monday in Total Viewers and Adults 18-49, Winning All 6 Half-Hours for the 2nd Straight Week

ABC Generates the Most-Watched Monday on Any Network in Nearly 1 Year

"DWTS'" 12th Season Premiere Dominates Each of its Half-Hours, Towering Over 2nd-Place CBS in the Time Slot by 13.5 Million Viewers and by 89% in Adults 18-49

"DWTS'" Season Opener is Up by 1.0 Million Viewers Versus its Fall Debut, Drawing the Franchise's 3rd-Most-Watched Premiere Ever

ABC's "Castle" is No. 1 at 10pm, Outperforming CBS' "Hawaii Five-0" and NBC's "Harry's Law" by its Best-Ever Margins in Total Viewers and Adults 18-49

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

On the heels of its dominant victory the prior week with "The Bachelor" finale, ABC turned in another big Monday win with the 12th season premiere of "Dancing with the Stars" leading into "Castle." During prime, ABC beat out its closest competition (CBS) by 10.3 million viewers (19.1 million vs. 8.8 million) and by 61% in Adults 18-49 (4.5/13 vs. 2.8/8). In fact, it was the 2nd straight week for ABC to win all 6 half-hours on Monday evening in viewers and young adults.

· Hitting a season-high on the night, ABC generated the most-watched Monday for any network in nearly 1 year - since 3/29/10.

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

Dominating each of its half-hours from 8:00-10:00 p.m., ABC's 12th season opener of "Dancing with the Stars" towered over second-place CBS in the time period by 13.5 million viewers (22.3 million vs. 8.8 million) and by 89% in Adults 18-49 (5.1/15 vs. 2.7/8). In fact it was ABC's 5th consecutive week to lead the time period in Total Viewers and Adults 18-49 and the 8th consecutive week in Adults 18-34.

· "DWTS'" audience surged from its first hour to its second hour, gaining 2.8 million viewers (20.9 million to 23.7 million) and by 19% in Adults 18-49 (4.7/14 to 5.6/15).

· "DWTS" was up from its most-recent season opener in September by 1.0 million viewers (21.3 million on 9/20/10). In fact it was "Dancing's" 3rd-most-watched premiere ever.

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

Monday's No. 2 TV show to "DWTS," ABC's "Castle" (12.7 million and 3.3/9) turned in a dominant first-place finish in the 10 o'clock hour in Total Viewers and Adults 18-49, leading CBS' original "Hawaii Five-0" (9.8 million and 2.9/8) and NBC's "Harry's Law" (8.2 million and 1.6/4). It was the ABC drama's 2nd straight original episode to win its time period on both measures.

· Achieving season-highs in Total Viewers and Adults 18-49, ABC's "Castle" marked its strongest performance since March 2010 - since 3/29/10. In viewers and young adults, it was "Castle's" 3rd straight original telecast to grow over the previous episode.

· In Total Viewers and Adults 18-49, ABC's "Castle" saw its largest winning advantages ever over CBS' "Hawaii Five-0" (+2.9 million and +14%, respectively) and NBC's "Harry's Law" (+4.5 million and +106%, respectively).

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 40% currently, from 36% at the same point in 2010. 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), 3/21/11.





  [march 2011]  
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M
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· CASTLE (ABC)
· DANCING WITH THE STARS (ABC)
· HARRY'S LAW (NBC)
· HAWAII FIVE-0 (CBS)





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