[03/28/11 - 09:35 AM]
ABC's "Secret Millionaire" Grows Week to Week and Scores Big Time Slot Improvement
ABC spins the numbers for Sunday, March 27.

[via press release from ABC]

Quick Take for Sunday, March 27, 2011 (Fast Affiliate Live + Same Day Ratings)

Opposite CBS' High-Rated NCAA Basketball Overrun in the 7pm Hour, ABC's "America's Funniest Home Videos" Builds Year to Year and Finishes No. 2

Surging from its Lead-in and Growing Week to Week, ABC's "Secret Millionaire" Improves its Time Slot by 47% in Viewers and by 43% in Adults 18-49 Year to Year

ABC's "Secret Millionaire" More than Doubles its Freshman Competition, Topping NBC's "Next Great Restaurant" by 6.8 Million Viewers and by 108% in Adults 18-49

"America's Funniest Home Videos" (7:00-8:00 p.m.)

Opposite CBS' high-rated NCAA Basketball Tournament overrun, ABC's "America's Funniest Home Videos" took second place during the 7 o'clock hour in Total Viewers (7.5 million) and Adults18-49 (1.6/5). The broad-appealing show made ABC the top broadcaster in the hour with Kids 2-11 (1.4/5). In addition, ABC's "AFV" towered over NBC's original "Dateline" (3.6 million and 0.6/2) in the time period by 3.9 million viewers and by 167% in Adults 18-49.

· Despite the stiff competition, the veteran ABC video clip show increased its overall audience over the same night last year (+3% - 7.5 million vs. 7.3 million on 3/28/10).

"Secret Millionaire" (8:00-9:00 p.m.)

Continuing to surge over its lead-in at 8:00 p.m. in viewers (+3.0 million) and young adults (+69%) against an NCAA Basketball-boosted CBS and growing week to week (+2%/+8%), ABC's "Secret Millionaire" (10.5 million and 2.7/8) beat out its original competition on NBC ("America's Next Great Restaurant" = 3.7 million and 1.3/4) and Fox ("The Simpsons"/"Bob's Burgers" = 5.4 million and 2.5/7) by solid margins in Total Viewers and Adults 18-49. In fact ABC's freshman "Secret Millionaire" towered over its freshman competition, more than doubling NBC's "America's Next Great Restaurant" by 6.8 million viewers and by 108% in Adults 18-49. The broad-appealing ABC unscripted series ranked No. 1 for the 4th time in as many telecasts in the hour with key Women 18-49 (3.2/9-tie).

· Building audience throughout its telecast, "Secret Millionaire" gained 1.8 million viewers (9.6 million to 11.4 million) and 25% in Adults 18-49 (2.4/7 to 3.0/8) from its first half-hour to second half-hour.

· Once again delivering big year-over-year gains for ABC in the hour, on average "Secret Millionaire" is improving its time period by 47% in Total Viewers (11.5 million vs. 7.8 million) and by 43% in Adults 18-49 (3.0/8 vs. 2.1/6).

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 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), 3/27/11.

  [march 2011]  


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