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Live+3: 2015-16 Premiere Week - ABC Prime Posts the Biggest L+3 Lifts with 6 of the Top 10 Playback Gainers
ABC's Live + 3 Day data for Premiere Week 2015-16 (9/21/15-9/27/15):
During Premiere Week of the new 2015-16 season, ABC grew to a 2.6 rating among Adults 18-49 in the non-sports Live+3 averages to come within 1-tenth of a rating point of NBC (2.7 rating), while moving ahead of CBS (2.4 rating) to lead by 2-tenths of a rating point. ABC shot up a +0.8 rating points (+44%) over its Live + Same Day Adult 18-49 rating (from a 1.8) in the non-sports averages, making the Net the week's #1 biggest gainer in TV playback.
ABC claimed 6 of the Top 10 biggest broadcast gainers in Adults 18-49, more than Fox (1), CBS (1) and NBC (2) combined: Modern Family (+1.7 rating points) - #2, Scandal and How to Get Away with Murder (+1.5) - tied at #4, Grey's Anatomy (+1.3) - #6, Quantico (+1.2) - #8 and black-ish (+1.1) - #9. The season opener of Modern Family (+1.7 rating points) was the week's #1 comedy gainer among Adults 18-49 (tied with CBS' Big Bang premiere), while the premieres of Scandal and HTGAWM (+1.5) tied as the #2 drama gainer on the broadcast networks, behind Fox's Empire premiere. The series debut of Quantico finished Premiere Week as the #2 freshman gainer in TV playback among young adults (+1.2 rating points), just behind NBC's Blindspot debut.
On a percentage basis, ABC's Nashville was the week's #1 gainer on the major nets with Adults 18-49 (+75%), with the Network claiming 5 of the Top 10: Nashville (+75%) - #1, Quantico (+63%) - #3, Castle and HTGAWM (+58%) tied at #5 and Last Man Standing (+55%) - #10. Quantico was the biggest percentage gainer for any freshman series (+63%) among young adults, topping the L+3 percentage lifts for runner-up Fox's Scream Queens debut (+59%) and NBC's Blindspot (+42%).
Among Total Viewers, ABC had 4 of the Top 10 largest overall gainers (the most for any network), with all 4 programs picking up more than +3.5 million viewers after 3 days of TV playback: Quantico (+3.97 million) - #4, HTGAWM (+3.86 million) - #5, Scandal (+3.77 million) - #6 and Modern Family (+3.62 million) - #8.
Nearly all of ABC's returning series saw bigger percentage gains during Premiere Week among Adults 18-49 from L+SD to L+3 this year than last: black-ish (+46% vs. +36%), Castle (+58% vs. +38%), The Goldbergs (+38% vs. +33%), Grey's Anatomy (+46% vs. +42%), HTGAWM (+58% vs. +50%), Last Man Standing (+55% vs. +38%), The Middle (+33% vs. +29%), Modern Family (+53% vs. +45%), Nashville (+75% vs. +57%), Once Upon a Time (+50% vs. +23%) and Scandal (+45% vs. +39%). Please note: Marvel's Agents of S.H.I.E.L.D. premiered during the second week of the season.
Source: The Nielsen Company, as dated. Based on regular, original telecasts only.
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