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[03/11/16 - 08:32 AM]
"Grey's Anatomy" Finishes as Thursday's No. 2 TV Series in Adults 18-49
ABC spins the numbers for Thursday, March 10.

[via press release from ABC]

ABC Set to Lead 5th Straight Thursday in L+3 - HTGAWM is the #1 Series at 10pm with Record Setting Playback

ABC Thursday Prime (8-11pm - 6.1 million and 1.7/6 in AD18-49): Opposite the GOP debate on CNN, ABC finished in a close race with Live + Same Day Adults 18-49 for the broadcast lead (1.7/6 - tied in share with CBS and Fox ) and in Live + 3 Day numbers is projected to emerge as Thursday's entertainment leader for the 5th week in a row with the release of that Nielsen data on Tuesday. Last week, ABC's primetime Adult 18-49 rating jumped 1.1 points from L+SD to L+3, putting it 17% ahead of runner-up Fox (2.8 rating vs. 2.4 rating).

· How to Get Away with Murder HTGAWM continues to deliver record-setting playback lifts. Last week's telecast of HTGAWM scored its largest-ever L+3 lift with Adults 18-49, soaring 86% over its L+SD rating and moving from the #9 series of the night up to #2, behind only Grey's Anatomy. And in the most recent round of L+7 (for 2/18/16), Murder delivered back-to-back triple-digit playback gains among Adults 18-49, with another 100% increase over its L+SD rating (tying the prior week as its biggest L+7 jump ever).

Live + Same Day:

· ABC aired Thursday's Top 3 dramas for the 5th week running in Adults 18-49 with steady performances from Grey's (2.1/7), Scandal (1.6/5) and How to Get Away with Murder (1.4/5). In addition, Grey's was the #2 series on Thursday in Adults 18-49 (tie), behind only CBS' The Big Bang Theory.

· At 8pm, ABC's Grey's Anatomy held steady week to week in Total Viewers (7.6 million vs. 7.7 million) and Adults 18-49 (2.1/7 vs. 2.2/8).

· At 9pm, ABC's Scandal returned from the prior week's preemption with a 3% gain in Total Viewers (6.0 million vs. 5.8 million) and steady with Adults 18-49 (1.6/5 vs. 1.7/5).

· The #1 series on Thursday at 10pm for the 5th straight week in Adults 18-49, ABC's How to Get Away with Murder (1.4/5) beat out NBC's Shades of Blue by 40% (1.0/4) and CBS' Elementary by 27% (1.1/4). Murder grew 7% week to week in Total Viewers (4.8 million vs. 4.5 million) and was even in Adults 18-49 (1.4/5).

Quick Take for Thursday, March 10, 2016 (Fast Affiliate Live + Same Day Ratings)

ABC Airs Thursday's Top 3 Dramas and is Projected to Emerge as the Entertainment Leader for the 5th-Straight Thursday in L+3 Adults 18-49

"Grey's Anatomy" Finishes as Thursday's No. 2 TV Series in Adults 18-49

"Scandal" Returns Up from the Prior Week's Preemption in Total Viewers

"Murder" Leads at 10 p.m. for the 5th Week Running in Adults 18-49

Thursday (3/10/16) - ABC Viewer and Adult 18-49 Projections with Multiplatform + 35 Days

"Grey's": L3 = 11.6 million/3.1 rating, L7 = 12.6 million/3.3 rating and MP+35 = 4.5 rating

"Scandal": L3 = 9.3 million/2.5 rating, L7 = 10.0 million/2.7 rating and MP+35 = 3.7 rating

"HTGAWM": L3 = 8.0 million/2.2 rating, L7 = 8.7 million/2.4 rating and MP+35 = 3.4 rating

ABC Thursday Primetime (8:00-11:00 p.m. - 6.1 million and 1.7/6 in AD18-49):

Opposite the GOP debate on CNN, ABC finished in a close race with Live + Same Day Adults 18-49 for the broadcast lead (1.7/6 - tied in share with CBS and Fox), and in the Live + 3 Day numbers is projected to emerge as Thursday's entertainment leader for the 5th week in a row with Nielsen's release of that data on Tuesday. Last week, ABC's primetime Adult 18-49 rating jumped 1.1 points from L+SD to L+3, putting it 17% ahead of runner-up Fox (2.8 rating vs. 2.4 rating).

· "How to Get Away with Murder" continues to deliver record-setting playback lifts. Last week's telecast of "HTGAWM" scored its largest-ever L+3 lift with Adults 18-49, soaring 86% over its L+SD rating (to a 2.6 rating) and moving from the No. 9 series of the night up to No. 2, behind only "Grey's Anatomy." And in the most recent round of L+7 (for 2/18/16), "Murder" delivered back-to-back triple-digit playback gains among Adults 18-49 (to a 3.0 rating), with another 100% increase over its L+SD rating (tying the prior week as its biggest L+7 jump ever).

Live + Same Day Results:

· ABC aired Thursday's Top 3 dramas for the 5th week running in Adults 18-49, with steady performances from "Grey's" (2.1/7), "Scandal" (1.6/5) and "How to Get Away with Murder" (1.4/5). In addition, "Grey's" was the No. 2 series on Thursday in Adults 18-49 (tie), behind only CBS' "The Big Bang Theory."

"Grey's Anatomy" (8:00-9:00 p.m. - 7.6 million and 2.1/7 in AD18-49):

At 8:00 p.m., ABC's "Grey's Anatomy" held steady week to week in Total Viewers (7.6 million vs. 7.7 million) and Adults 18-49 (2.1/7 vs. 2.2/8).

"Scandal" (9:00-10:00 p.m. - 6.0 million and 1.6/5 in AD18-49):

At 9:00 p.m. opposite the first hour of the GOP Debate, ABC's "Scandal" returned from the prior week's preemption with a 3% gain in Total Viewers (6.0 million vs. 5.8 million) and steady with Adults 18-49 (1.6/5 vs. 1.7/5).

"How to Get Away with Murder" (10:00-11:00 p.m. - 4.8 million and 1.4/5 in AD18-49):

The No. 1 series on Thursday at 10:00 p.m. for the 5th straight week in Adults 18-49, ABC's "How to Get Away with Murder" (1.4/5) beat out NBC's "Shades of Blue" by 40% (1.0/4) and CBS' "Elementary" by 27% (1.1/4). "Murder" grew 7% week to week in Total Viewers (4.8 million vs. 4.5 million) and was even in Adults 18-49 (1.4/5).

Projections Rationale:

Lifts vs. L+SD are based on 2015-16 season averages for originals (excluding the premiere).

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

New Series: Based on similar series.

A note about DVR penetration: DVR penetration in the Nielsen sample is currently at 48% in U.S. TV Homes. More viewers are watching shows on their own timetables, which are increasingly not reflected in the overnight Live + Same Day numbers. As a result, the Live + 7 Day ratings are the most accurate Nielsen measure to gauge the size of the TV audience.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 03/10/16, unless otherwise specified.





  [march 2016]  
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· BIG BANG THEORY, THE (CBS)
· ELEMENTARY (CBS)
· GREY'S ANATOMY (ABC)
· HOW TO GET AWAY WITH MURDER (ABC)
· SCANDAL (ABC)
· SHADES OF BLUE (NBC)





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