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[10/16/13 - 08:29 AM]
ABC's "SHIELD" Grows by Double Digits Across the 18-34 Demos
ABC spins the numbers for Tuesday, October 15.

[via press release from ABC]

ABC's "SHIELD" Grows by Double Digits Across the 18-34 Demos

Marvel's Agents of S.H.I.E.L.D. (8-9pm - 7.7 million and 2.7/8 in AD18-49): Holding even in viewers and pacing within 1-tenth of the prior week's Fast Affiliate numbers - (7.7 mil and 2.8/9 - Please note: last week the show went up in the Nationals by 200k in viewers and 1-tenth of a rating point to 7.9 mil and a 2.9 rating), ABC's Marvel's Agents of S.H.I.E.L.D. finished a strong #2 in the 8 o'clock hour to CBS' NCIS. Among Adults 18-49 in the hour, S.H.I.E.L.D. (2.7/8) beat NBC's season premiere of the Biggest Loser by 23% (2.2/7) and Fox's comedies by 93% (1.4/4). It was the #2 scripted TV show on Tuesday in Adults 18-49. The show was up week to week in Adults 18-34 (+16%), Men 18-34 (+20%) and Women 18-34 (+11%).

· The ABC drama dominated its hour with Adults 18-34 and key Men (M18-34/M18-49), ranking as Tuesday's #1 TV show for the 4th straight week in Men 18-34 and Men 18-49.

· On average, S.H.I.E.L.D. is improving ABC's Adult 18-49 delivery in the time period year over year by 175% in Adults 18-49.

· The season's #1 freshman series in Adults 18-49, ABC's S.H.I.E.L.D. is also the highest-rated new show this season with Upscale young adults (with a 6.8 rating among AD18-49 in $100k+ annual income homes). In fact, it is the season's #3 rated Upscale entertainment series, behind only Modern Family and The Big Bang Theory, respectively. Marvel's Agents of S.H.I.E.L.D. also reports the youngest Median Age (45.1 years) for any ABC series and is considerably younger than both Fox's Sleepy Hollow (47.3 years) and NBC's Blacklist (53.8 years).

· After finishing premiere week as the biggest regular series gainer in the L+7 Adult 18-49 ratings (+2.3 rating points), S.H.I.E.L.D. continues to see increasing playback in the Live + 3 Day numbers (Week 3 +52% vs. Week 2 +48% vs. Week 1 +38%). And with greater competition in the time period this week for young adults and men from MLB playoff baseball coverage (NLCS on TBS), playback is expected to be even stronger.

Quick Take for Tuesday, October 15, 2013 (Fast Affiliate Live + Same Ratings)

"Marvel's Agents of S.H.I.E.L.D." is Up by Double Digits Across the 18-34 Demos

"S.H.I.E.L.D." is Tuesday's No. 1 TV Show in Key Men for the 4th Straight Week

"The Goldbergs" is Tuesday's Most-Watched Comedy for the 4th Week Running

"Trophy Wife" Retains 100% Week to Week with Adults 18-34 and Women 18-34

"Marvel's Agents of S.H.I.E.L.D." (8:00-9:00 p.m. - 7.7 million and 2.7/8 in AD18-49):

Holding even in viewers and pacing within 1-tenth of the prior week's Fast Affiliate numbers - (7.7 mil and 2.8/9 - Please note: Last week the show went up in the Nationals by 200k in viewers and 1-tenth of a rating point to 7.9 mil and a 2.9 rating), ABC's "Marvel's Agents of S.H.I.E.L.D." finished a strong No. 2 in the 8 o'clock hour to CBS' "NCIS." In Adults 18-49, "S.H.I.E.L.D." (2.7/8) beat NBC's season premiere of "The Biggest Loser" by 23% (2.2/7) and Fox's comedies by 93% (1.4/4 for "Dads"/"Brooklyn Nine-Nine"). It was the No. 2 scripted TV show on Tuesday in Adults 18-49. The show was up week to week in Adults 18-34 (+16%), Men 18-34 (+20%) and Women 18-34 (+11%).

· The ABC drama dominated its hour with Adults 18-34 and key Men (M18-34/M18-49), ranking as Tuesday's No. 1 TV show for the 4th straight week in Men 18-34 and Men 18-49.

· On average, "S.H.I.E.L.D." is improving ABC's Adult 18-49 delivery in the time period year over year by 175% in Adults 18-49.

· The season's No. 1 freshman series in Adults 18-49, ABC's "S.H.I.E.L.D." is also the highest-rated new show this season with Upscale young adults (with a 6.8 rating among AD18-49 in $100k+ annual income homes). In fact, it is the season's No. 3 rated Upscale entertainment series, behind only "Modern Family" and "The Big Bang Theory," respectively. "Marvel's Agents of S.H.I.E.L.D." also reports the youngest Median Age (45.1 years) for any ABC series and is considerably younger than both Fox's "Sleepy Hollow" (47.3 years) and NBC's "Blacklist" (53.8 years).

· After finishing premiere week as the biggest regular series gainer in the L+7 Adult 18-49 ratings (+2.3 rating points), "S.H.I.E.L.D." continues to see increasing playback in the Live + 3 Day numbers (Week 3 +52% vs. Week 2 +48% vs. Week 1 +38%). And with greater competition in the time period this week for young adults and men from MLB playoff baseball coverage (NLCS on TBS), playback is expected to be even stronger.

"The Goldbergs" (9:00-9:30 p.m. - 5.1 million and 1.6/4 in AD18-49):

At 9:00 p.m., ABC's "The Goldbergs" was Tuesday's most-watched comedy for the 4th consecutive week.

· "The Goldbergs" delivered better than 90% audience retention week to week in Women 18-34 (93%) and Men 18-34 (91%).

"Trophy Wife" (9:30-10:00 p.m. - 4.1 million and 1.3/3 in AD18-49):

At 9:30 p.m., ABC's "Trophy Wife" pulled in 1.3 million more viewers than Fox's "The Mindy Project" (2.8 million). It was the night's 2nd-most-watched comedy, behind only "The Goldbergs" and outdrawing all 4 of Fox's sitcoms for the 4th straight Tuesday.

· Week to week, "Trophy Wife" retained 93% of its Adult 18-49 delivery and 100% in both Adults 18-34 and Women 18-34.

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 48% currently, from 46% at the same point in 2012. 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), 10/15/13.





  [october 2013]  
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· BIG BANG THEORY, THE (CBS)
· BIGGEST LOSER, THE (NBC)
· BLACKLIST, THE (NBC)
· MARVEL'S AGENTS OF SHIELD (ABC)
· MODERN FAMILY (ABC)
· NCIS (CBS)
· SLEEPY HOLLOW (FOX)





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