Week 2 of American Horror Story ranked as the most-watched program of the night in basic cable in W18-49 and the second most-watched in P18-49 (behind South Park). Compared to its week-ago bow, AHS declined -14% in P18-49 against very heady competition: not only MLB playoffs on TBS but also on FOX which normally doesn't compete in the time period as strongly as it did last night with the Tigers/Rangers ALCS matchup that went to 11 innings. All data is Live+Same Day 000s.
Week to Week Trending and Key Competitive
American Horror Story slid -14% week to week (1,751 vs. 2,035) in P18-49 with W18-49 falling more than M18-49 (-18% vs. -9%). The older portion of the demo fell more than the younger (P25-54/-23% vs. P18-34/-15%).
· AHS's decline from its week ago series premiere in P18-49 is on par with Justified (-13%), The Shield (-13%) and Rescue Me (-10%). However, given that an increasing amount of viewing is done on a time shifted basis, the Live+7 data will likely reflect, at worse, a smaller single-digit decline.
As previously mentioned, competition was intense - particularly with FOX in play in the 1000P hour with the over-run of the ALCS game.
Key Competitive (P18-49):
· TBS: MLB NLCS (Brewers @ Cardinals) increased +22% (2,128 vs. 1,742) from last week's NLDS game (Brewers vs. Diamondbacks).
· Comedy Central: South Park/Nick Swardson's Pretend Time increased +6% week to week (1,540 vs. 1,452).
· USA: Psych's Season 6 premiere jumped +72% from NCIS (1,332 vs. 773).
· Adult Swim: American Dad gained +6% (1,136 vs. 1,073).
· Spike: The Ultimate Fighter rebounded +21% (1,127 vs. 935).
· MTV: Real World recovered +16% (1,515[P]>939>1,087).
· A&E: Repeats of Storage Wars fell -25% (830 vs. 1,102).
· FOX: normally not in play at 1000P, Game 4 of the ALCS (1000-1032P portion) between Texas and Detroit attracted over 4+ million P18-49 (4,283).
· ABC: Revenge picked up +9% (3,409 vs. 3,115).
· CBS: CSI fell -11% (3,344 vs. 3,750).
· NBC: Law & Order: SVU held steady (-1%; 2,677 vs. 2,716).
Lead-in movie X-Men Origins: Wolverine declined from last week's very high-bar broadcast premiere of Transformers 2 by -51% in P18-49 (960 vs. 1,973). From there, AHS generated very strong tune-in, gaining +82% (1,751 vs. 960).
Rank in its Basic Cable Time Period (Wednesday, 1000 � 1100P):
AHS ranked in the top five in its time period across the board, topping out at #1 in W18-49; #2 in P18-49, P/W18-34, and P/M25-54.
· In P18-49, AHS (1,751) ranked #2 to MLB playoff baseball on TBS (2,128) but outperformed South Park/Nick Swardson on Comedy Central by +14% (1,540); the season premiere of Psych on USA by +31% (1,332); American Dad on Adult Swim by +54% (1,136); The Ultimate Fighter on Spike by +55% (1,127); and Real World on MTV by +61% (1,087).
Median Age/Audience Composition
Only slight changes in AHS's audience profile week to week.
· Median Age: got younger by two years (34 vs. 36).
· Audience Composition: percent (%) male/female skew was 49/51 last week and 50/50 this week.
Rank for the Night in Basic Cable
American Horror Story ranked as the most-watched program of the night in basic cable in W18-49 and ranked #2 in P18-49 and W18-34.
· In W18-49, American Horror Story (890) outperformed Keeping Up with the Kardashians on E! by +18% (755); the season premiere of Psych on USA by +24% (719); and Real World on MTV by +27% (702).
· In P18-49, American Horror Story (1,751) was #2 to South Park (2,139) but outdelivered the MLB game on TBS (1,746); American Dad on Adult Swim by +26% (1,385); Psych on USA by +31% (1,332); and The Ultimate Fighter on Spike by +55% (1,127).
American Horror Story and Wolverine ranked FX among the top four basic cable nets for the night in all key demos across the board: #2 in P18-49; #3 in M/W 18-49, P/W18-34, and P/M25-54; and #4 in M18-34 and W25-54.
· In P18-49, FX (1,176) placed behind MLB-driven TBS (1,653) but outperformed USA by +1% (1,160); Comedy Central by +23% (954); A&E by +37% (856), and TNT by +177% (424).