Against "Peter Pan," ABC's "The Taste" Tops Its Final 3 Telecasts Last Season

The Taste (8-10pm - 3.3 million and 0.9/3 in AD18-49): From 8-10pm opposite NBC's much-hyped Peter Pan Live! and nearly all-original competition on the other nets, ABC's season premiere of The Taste (3.3 million and 0.9/3) was up from its Season 2 finale in Total Viewers (+3%) and held steady Adults 18-49 (3.2 million and 0.9/3 on 2/20/14), outdrawing the final 3 telecasts of its second season - best since 1/3014. Please note: The Taste premiered last season on the first Thursday of January (1/2/14) against much lesser competition from NBC and repeats on Fox.

· Despite the highly-promoted NBC competition, The Taste built 13% from its first hour to its second hour in Adults 18-49 to move up into a tie with Fox's time-slot regular Gracepoint from 9-10pm (0.9/3), which had nearly twice the lead-in coming into the hour from Bones at 8pm.

Quick Take for Thursday, December 4, 2014 (Fast Affiliate Live + Same Day Ratings)

Opposite "Peter Pan Live!," ABC's "The Taste" Tops its Final 3 Telecasts Last Season

"The Taste" Builds by 13% in Adults 18-49 from its First Hour to its Second Hour

Thursday Night (12/04/14) - ABC Total Viewer and Adult 18-49 Projections "The Taste:" Live + 3 = 3.7 million/0.9 rating and Live + 7 = 3.8 million/1.0 rating

Live + Same Day Fast Affiliate Results:

"The Taste" (8:00-10:00 p.m. - 3.3 million and 0.9/3 in AD18-49):

From 8:00-10:00 p.m. opposite NBC's much-hyped "Peter Pan Live!" and nearly all-original competition on the other nets, ABC's season premiere of "The Taste" (3.3 million and 0.9/3) was up from its Season 2 finale in Total Viewers (+3%) and held steady in Adults 18-49 (3.2 million and 0.9/3 on 2/20/14), outdrawing the final 3 telecasts of its second season - best since 1/30/14. Please Note: "The Taste" premiered last season on the first Thursday of January (1/2/14) against much lesser competition from NBC and repeats on Fox.

· Despite the highly-promoted NBC competition, "The Taste" built 13% from its first hour to its second hour in Adults 18-49 (0.8/3 to 0.9/3) to move up into a tie with Fox's time-slot regular "Gracepoint" from 9:00-10:00 p.m., which had nearly twice the lead-in coming into the hour from "Bones" at 8:00 p.m.

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 49% currently, from 48% at the same point in 2013. 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.

Projections Rationale:

Lifts vs. L+SD are based on the 2013-14 season for premiere telecast or an average for originals (excluding the premiere).

Returning shows: Profile based on same show (either premiere or averages for originals).

New Series: Based on similar series.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings, 12/04/14.