ABC's Astronaut Wives Club Improves its Hour - Rookie Blue Holds 100% of its Premiere
Please Note: On the Thursday leading into the 4th of July holiday weekend, overall Adult 18-49 primetime TV usage levels declined -8% week to week (24.2 vs. 26.4).
The Astronaut Wives Club (8-9pm - 4.1 million and 0.7/3 in AD18-49): At 8pm, The Astronaut Wives Club boosted its hour year to year for the 3rd week in a row in Total Viewers (+11% - 4.1 million vs. 3.7 million) and Adults 18-49 (+17% - 0.7/3 vs. 0.6/3) over the year-ago night with an original drama (Black Box on 07/03/14). In the hour, the new ABC drama (4.1 million) outdrew NBC's series debut of Food Fighters (3.2 million) and Fox's Boom (2.1 million) in Total Viewers and matched both unscripted shows in Adults 18-49 (0.7/3).
· Based on Live + 3 Day data for last Thursday's telecast, ABC's The Astronaut Wives Club posted a much larger playback lift in its second week, growing +50% among Adults 18-49 (versus +18% for its week-earlier debut) after 3 days of TV playback.
Mistresses (9-10pm - 3.1 million and 0.6/3 in AD18-49): From 9-10pm, ABC's Mistresses outdelivered NBC's just-renewed Aquarius in the hour for the 3rd week running, leading by 50% in Adults 18-49 (0.6/3 vs. 0.4/2).
· ABC's Mistresses increased its playback growth to +71% in week 2 (last Thursday) among Adults 18-49 (compared to +44% for the prior week's premiere), matching the series' largest-ever L+3 lift.
Rookie Blue (10-11pm - 3.7 million and 0.6/2 in AD18-49): At 10pm, ABC's Rookie Blue built on its lead-in (+19% - 3.7 million vs. 3.1 million) to take 2nd to CBS' Under the Dome in the hour in Total Viewers. The ABC drama gained audience from its first to second half-hour in viewers (+9%) and young adults (+17%), while the competing CBS and NBC dramas declined on the half-hour. Despite the depressed holiday viewing levels, Rookie Blue held 100% of its week-earlier season premiere in Adults 18-49.
· Last week's season premiere of Rookie Blue scored a new Live + 3 Day playback high for the series among Adults 18-49, spiking +67% over its L+SD rating.