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[03/24/11 - 09:01 AM]
ABC's "Modern Family," "Mr. Sunshine" and "Off the Map" All Post Gains
ABC spins the numbers for Wednesday, March 23.

[via press release from ABC]

ABC's "Modern Family," "Mr. Sunshine" and "Off the Map" All Post Gains

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

ABC earned second place to Fox with a 2-hour Idol on Wednesday night among Adults 18-34. ABC grew its overall audience from the same night last year by 5%, building year to year for the 2nd week in a row.

From 8-9pm, against the first hour of Fox's American Idol and CBS' Survivor: Redemption Island, ABC's back-to-back original and repeat airings of The Middle dominated NBC's original Minute To Win It, topping NBC gamer by 55% in Total Viewers and by 58% in Adults 18-49.

Building on its lead-in at 9pm against the third half-hour of Idol, ABC's Modern Family ran a strong #2 in its half-hour with viewers and young adults to finish as Wednesday's #1 scripted TV show in Adults 18-49 for its 18th straight first-run telecast this season. Up over its most-recent original telecast 3 weeks ago in viewers (+7%) and young adults (+5%), Modern Family turned in its strongest results in 6 weeks - since 2/9/11. Surging year to year, Modern Family topped its year-ago performance by 1.6 million viewers and by 16% in Adults 18-49.

Airing against the final segment of Idol in the 9:30pm half-hour, ABC's Mr. Sunshine delivered the #2 position in Adults 18-49. Jumping week to week by 1.4 million viewers and by 22% in Adults 18-49, Mr. Sunshine posted its best numbers in 3 weeks - since 3/2/11

During the 10 o'clock hour against original dramas on CBS (Criminal Minds: Suspect Behavior) and NBC (Law & Order: SVU), ABC's Off the Map turned in its strongest results in 3 weeks, growing over the prior week by 7% in Total Viewers and by 15% in Adults 18-49. In addition, the ABC freshman drama equaled its highest Adult 18-34 number in 6 weeks - since 2/9/11.

Quick Take for Wednesday, March 23, 2011 (Fast Affiliate Live + Same Day Ratings)

ABC Takes Second to an "Idol"-Driven Fox on Wednesday in Adults 18-34 and Builds its Overall Audience on the Night Year to Year for the 2nd Week in a Row

From 8-9pm, ABC's Back-to-Back Original and Repeat Airings of "The Middle" Dominate NBC's Original "Minute To Win It" in Viewers and Adults 18-49

Posting its Best Results in 6 Weeks, ABC's "Modern Family" is Wednesday's No. 1 Scripted TV Show in Adults 18-49 for its 18th Consecutive Original

Opposite the Final Half-Hour of "American Idol," ABC's "Mr. Sunshine" Jumps Week to Week by 22% in Adults 18-49 to Rank No. 2 in its Slot

Against Original Drama Competition at 10pm, ABC's "Off the Map" Hits its Best Results in 3 Weeks in Viewers and Adults 18-49, with a 6-Week High in Adults 18-34

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

ABC earned second place to Fox with a 2-hour Idol on Wednesday night among Adults 18-34 (1.8/6), beating CBS by 20% (1.5/5) and NBC by 38% (1.3/4).

· ABC grew its overall audience from the same night last year by 5% (6.5 million vs. 6.2 million on 3/24/10), building year to year for the 2nd week in a row.

"The Middle"/"The Middle" (8:00-9:00 p.m.)

From 8:00-9:00 p.m., against the first hour of Fox's "American Idol" and CBS' "Survivor: Redemption Island," ABC's back-to-back original and repeat airings of "The Middle" dominated NBC's original "Minute To Win It," outdelivering the NBC game show by 55% in Total Viewers (6.5 million vs. 4.2 million) and by 58% in Adults 18-49 (1.9/6 vs. 1.2/4).

"Modern Family" (9:00-9:30 p.m.)

Building on its lead-in at 9pm against the third half-hour of Idol, ABC's "Modern Family" ran a strong No. 2 in its half-hour with viewers (10.8 million) and young adults (4.3/12) to finish as Wednesday's No. 1 scripted TV show in Adults 18-49 for its 18th straight first-run telecast this season.

· Up over its most recent original telecast 3 weeks ago (10.1 million and 4.1/11 on 3/2/11) in viewers (+7%) and young adults (+5%), "Modern Family" turned in its strongest results in 6 weeks - since 2/9/11. In fact the ABC sophomore comedy put up its 2nd-highest-ever numbers against an installment of "American Idol."

· Surging year to year, "Modern Family" topped its year-ago performance by 1.6 million viewers and by 16% in Adults 18-49 (9.2 million and 3.7/10 on 3/24/10).

"Mr. Sunshine" (9:30-10:00 p.m.)

Airing against the final segment of "Idol" in the 9:30 p.m. half-hour, ABC's "Mr. Sunshine" delivered the No. 2 position in Adults 18-49 (2.2/6-tie) and key Men: M18-49 (1.9/5) and M25-54 (2.3/6-tie).

· Jumping week to week by 1.4 million viewers (5.9 million vs. 4.5 million) and by 22% in Adults 18-49 (2.2/6 vs. 1.8/5), "Mr. Sunshine" posted its best numbers in 3 weeks - since 3/2/11.

"Off the Map" (10:00-11:00 p.m.)

During the 10 o'clock hour against original dramas on CBS ("Criminal Minds: Suspect Behavior") and NBC ("Law & Order: SVU"), ABC's "Off the Map" turned in its strongest results in 3 weeks, growing over the prior week by 7% in Total Viewers (4.5 million vs. 4.2 million) and by 15% in Adults 18-49 (1.5/4 vs. 1.3/4). In addition, the ABC freshman drama equaled a 6-week high with Adults 18-34 (1.2/4) - since 2/9/11.

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), 3/23/11.





  [march 2011]  
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· AMERICAN IDOL (FOX)
· CRIMINAL MINDS: SUSPECT BEHAVIOR (CBS)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· MIDDLE, THE (ABC)
· MINUTE TO WIN IT (GSN)
· MODERN FAMILY (ABC)
· MR SUNSHINE (ABC)
· OFF THE MAP (ABC)
· SURVIVOR (CBS)











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