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[03/11/16 - 08:23 AM]
"Shades of Blue" Builds by 43% on Its Lead-In to Retain 100% Week to Week
NBC spins the numbers for Thursday, March 10.

[via press release from NBC]

"SHADES OF BLUE" BUILDS BY +43% ON ITS LEAD-IN TO RETAIN 100% WEEK TO WEEK

"SHADES" FINISHES WITHIN 0.4 OF THE SLOT LEAD AMONG ABC-CBS-NBC IN 18-49, MATCHING NBC'S CLOSEST FINISH EVER BEHIND AN ORIGINAL "HOW TO GET AWAY WITH MURDER"

"YOU, ME AND THE APOCALYPSE" EQUALS ITS HIGH SINCE FEB. 11

L+3: LAST WEEK'S "SHADES OF BLUE" TIED FOR #1 FOR THE WEEK ON THE BIG 4 IN % LIFT GOING FROM L+SD TO L+3

Thursday Primetime Results:

"Shades of Blue" (1.0/4 in 18-49, 4.9 million viewers overall from 10-11 p.m. ET):

· Builds on its lead-in by +43% in 18-49 (1.0 vs. 0.7) and by +57% in total viewers (4.9 million vs. 3.1 million).

· Maintains 100% week to week in 18-49 (1.0 vs. 1.0) and grows in total viewers by +2% (4.863 million vs. 4.772 million).

· Overcomes a big lead-in disadvantage, adding +43% to its 18-49 lead-in while rival dramas decline versus lead-in - "Elementary" down -35% (1.1 vs. 1.7) and "How to Get Away With Murder" down -13% (1.4 vs. 1.6).

· Equals NBC's closest finish ever behind an original "How to Get Away With Murder" in adults 18-49 (within 0.4, 1.0 vs. 1.4, matching a 0.4 deficit for "Shades" on Feb. 18 and March 3),while outdelivering "HTGAWM" in total viewers (4.863 million vs. 4.788 million).

· Facing competition that included CNN's Republican Presidential debate and with an encore lead-in last night, equals its most recent 18-49 rating to benefit from a first-run "Blindspot" lead-in (1.0 following "Blindspot's" 1.3 on Feb. 25).

· These numbers will increase dramatically with time-shifting and viewing on alternate platforms:

· L+3: Last week's "Shades" grew by +91% in 18-49 going from L+SD to L+3 (0.99 to 1.89) and by 3.3 million persons in total viewers (4.8 million vs. 8.1 million).

· Last week's "Shades" tied for the #1 biggest L+3 lift /// for the week /// over the first six nights of the week /// on the Big 4 in 18-49 percentage.

· L+7: "Shades of Blue" has grown by +92% in adult 18-49 rating going from L+SD to L+7 (1.30 to 2.50) and 4.4 million persons in total viewers (6.4 million vs. 10.8 million).

· Last week's "Shades of Blue" added more than 800,000 full-episode views (P2+) in seven days on NBC.com and Hulu (802,156).

A special Thursday encore telecast of "Law & Order: Special Victims Unit" (0.7/2 in 18-49, 3.1 million viewers overall from 9-10 p.m. ET):

· Grows from its first half-hour to its second by +17% in 18-49 rating (0.6 to 0.7) and +14% in total viewers (2.9 million to 3.3 million).

"You, Me and the Apocalypse" (0.6/2 in 18-49, 2.4 million viewers overall from 8-9 p.m. ET):

· Grows by 0.1 of a rating point or +20% week to week in 18-49 (0.5 to 0.6) and +1% in total viewers (2.366 million vs. 2.337 million).

· Matches its highest 18-49 rating since Feb. 11 (0.8).

· Will add substantial viewership via time-shifting and alternate platforms -- "Apocalypse" has increased by +30% this season in 18-49 rating (from a 0.87 to a 1.13) and 849,000 viewers overall (3.5 million to 4.4 million) going from L+SD to L+7.

· Last week's episode added more than 200,000 full-episode views (P2+) in seven days on NBC.com and Hulu (207,978).

· Upscale: "Apocalypse" is capturing a strong upscale audience, indexing at a 117 among adults 18-49 living in homes with $100K+ incomes ("most current" including L+3). The prior week's "Apocalypse" generated the night's most educated audience on the Big 4, indexing at a 106 among adults 18-49 with four or more years of college.

Note that NBC stations carried college basketball in the Louisville and Raleigh markets.

In Late-Night Metered Markets Thursday Night:

· In Nielsen's 56 metered markets, household results were: "The Tonight Show Starring Jimmy Fallon," 2.0/5 with an encore telecast; "Late Show with Stephen Colbert," 1.9/5; and ABC's "Jimmy Kimmel Live," 2.1/5.

· In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show Starring Jimmy Fallon," 0.6/3 with an encore; "Late Show," 0.4/2; and "Jimmy Kimmel Live," 0.6/3.

· From 12:35-1:05 a.m. ET, ABC's "Nightline" averaged a 1.3/4 in metered-market households and a 0.4/3 in 18-49 in the Local People Meters.

· From 12:35-1:35 a.m. ET, "Late Night with Seth Meyers" (1.0/4 in metered-market households with an encore) ties CBS's first-run "Late Late Show" (1.0./4). In the 25 markets with Local People Meters, "Late Night" (0.4/3 in 18-49 with an encore) topped "Late Late Show" (0.2/2).

· At 1:35 a.m., "Last Call with Carson Daly" averaged a 0.6/3 in metered-market households with an encore and a 0.2/2 in adults 18-49 in the 25 markets with local people meters.

NOTE: Primetime results are based on "fast affiliate time period" data from Nielsen Media Research. All ratings are "live plus same day" unless otherwise indicated.





  [march 2016]  
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· BLINDSPOT (NBC)
· ELEMENTARY (CBS)
· HOW TO GET AWAY WITH MURDER (ABC)
· LAW & ORDER: SPECIAL VICTIMS UNIT (NBC)
· SHADES OF BLUE (NBC)
· YOU, ME AND THE APOCALYPSE (NBC)





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