[07/15/11 - 04:32 PM]
"Wilfred" Delivers Solid Performance, "Louie" Paces Ahead of Season 1
FX spins the numbers for Thursday, July 14.

[via press release from FX]

[All data Nielsen Live+ Same Day unless otherwise indicated.]


In its fourth week, Wilfred delivered a solid performance among its core male audience. Week to week, M18-49 vaulted +29% while M18-34 advanced +21% -- the highest delivery since the premiere. In its time period, Wilfred ranked #1 in M18-34 - outdelivering its closest cable competitor by +17%, and +66% among the closest broadcast network.

Week to Week Trending, Thursday @ 1000-1030P

Wilfred gained +14% week to week in P18-49 (1,064,000 vs. 935,000), driven by males. M18-49 gained +29% offsetting an -11% decline in W18-49. Men 18-34 grew +21% week to week (461,000 vs. 382,000) to the highest delivery since the series opener (471,000).

Vs. Lead-in

Wilfred grew +41% over its Two and a Half Men lead-in in P18-49 (1,064,000 vs. 753,000) ? and more than doubled it in M18-34 (461,000 vs. 208,000).

· Two and a Half Men rebounded +24% week to week in P18-49 (753,000 vs. 606,000) and +27% in M18-34 (208,000 vs. 164,000) - the best in four weeks.

Rank in Basic Cable Time Period - Thursday, 1000-1030P

In its basic cable time period, Wilfred ranked in the top two in the key male demos, as well as, in P18-34: #1 in M18-34, #2 in M18-49, M25-54, and P18-34. Among P18-49, Wilfred ranked #3. What's more, Wilfred outdelivered its closest cable competitor, Comedy Central's Futurama by +17% (461,000 vs. 395,000) and easily surpassed its nearest broadcast competition, ABC's Rookie Blue, by +66% (461,000 vs. 277,000).

Vs. Key FX Comedies (Premiere Season)

Four weeks in, Wilfred is pacing ahead of the frosh seasons of key FX comedies in P18-49.

· P18-49: Wilfred (1,247,000), Louie (532,000), Archer (698,000), The League (880,000), and Sunny (747,000)

Time Shifted Viewing

Wilfred's series premiere lifted +45% from Live+ Same Day to Live+7 in P18-49 (1,606,000>2,325,000) - the largest percentage lift ever for a series premiere on FX. Moreover, Wilfred's 2,325,000 matched that of Sunny (Season 6 premiere) as the most-watched original comedy telecast ever on FX.


Louie vs. Season 1: Four weeks in, Louie is pacing ahead of Season 1 across the board -- +60% in P18-49 (850,000 vs. 532,000), +57% in total viewers (1,231,000 vs. 785,000), +41% in P25-54 (713,000 vs. 506,000) and +60% in P18-34 (500,000 vs. 313,000).

Week to Week Trending, Thursday @ 1030 - 1100P: Louie increased from prior week by +17% in P18-49 (768,000 vs. 655,000). The growth was driven by men (+27%, 526 vs. 414) as women held steady with prior week (242 vs. 241). In P25-54, Louie gained +16% (632 vs. 546) and was gender balanced; M25-54 were up +16% (387 vs. 333), W25-54 increased +15% (245 vs. 214). What's more, M18-34 grew +14% (349 vs. 307) to the second highest delivery in the show's history, behind only the Season 2 premiere (425).

Vs. Lead-in: Louie retained 72% of its lead-in among P18-49 - the highest retention of Wilfred this season. P18-34 held 78%, slightly more than the prior two weeks (75% last week and 72% two weeks ago), and matching its premiere week.

Time Shifted Viewing: Louie's premiere episode lifted +32% from Live+Same Day to Live+7 in P18-49 (1,068,000>1,414,000) - slightly less than its series debut last year but off of a lower audience (+37%, 752,000>1,032,000).

  [july 2011]  


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