[09/27/05 - 12:00 AM]
UPN's Strategy of Targeting Young Women Pays Off! "Top Model" and "Chris" Premieres Lead UPN to Its Best Week Ever as a Five Night Network Among Women 18-34

[via press release from UPN]

UPN's Strategy Of Targeting Young Women Pays Off! "Top Model" And "Chris" Premieres Lead UPN To Its Best Week Ever As A Five Night Network Among Women 18-34

"TOP MODEL" Debut Lands in Top 20 Shows of the Week among Women 18-34;

"EVRYBODY HATES CHRIS" Ranks Among Top 10 Shows in Teens

Up on Five Nights in Key Demos, UPN Posts More Year to Year Growth Than Any Network

This Week, UPN Climbs To Within Half a Rating Point of FOX and NBC in Women 18-34 and Surpasses the WB Across the Board

EVERYBODY HATES CHRIS Ranks Second from 8-8:30PM on Thursday in Viewers and Adults 18-49, Behind only "Survivor"

CHRIS Debut Becomes Most Watched Sitcom in History of UPN

With its Best Premiere To Date, "TOP MODEL" Launches UPN Into Second On Wednesday In Adults 18-34, Women 18-34, Women 18-49

"TOP MODEL" Gives UPN its Highest Rated Wednesday EVER in Women 18-34

On Monday Premiere Night, UPN Tops WB In Adults And Women

UPN Scores Best Monday in Nearly 2 Years With Viewers, Adults 18-49 and Women 18-49

Fueled by the return of TOP MODEL, the impressive debut of EVERYBODY HATES CHRIS and the finale of R U THE GIRL, UPN delivered a stellar opening week to the 2005-2006 season.

UPN's strategy to target adults 18-34 with a focus on young women paid off this week with the network's best weekly ratings in women 18-34 (2.9/8) as a five night network, and the best since the second week of the network's existence (week of 1/23/95). This was also UPN's best weekly performance with women 18-49 (2.3/6) in almost 4 years (week of 10/1/01), and the highest rated week among adults 18-34 (2.1/6) and adults 18-49 (1.8/5) in almost 2 years (week of 11/17/03).

The cycle 5 premiere of AMERICA'S NEXT TOP MODEL climbs into the top 20 shows on television this week with women 18-34 (4.7/13), ranking #19. UPN's new hit comedy EVERYBODY HATES CHRIS lands in the top 10 shows on television this week with teens (3.4/13), ranking #9.

With growth on every night of the week in key demos, UPN scored more year-to-year increases than ANY network, including +40% in adults 18-34 (2.1/6), +29% in adults 18-49 (1.8/5), +45% in women 18-34 (2.9/8), +35% in women 18-49 (2.3/6) and +30% in total viewers (4.2mil).

Competitively, UPN became the fifth ranked network in all demos and has moved within 0.3 and 0.5 of a ratings point of Fox and NBC respectively among women 18-34. UPN topped the WB in every single demographic, including viewers (4.2mil v. 3.3mil), adults 18-34 (2.1/6 v. 1.4/4), adults 18-49 (1.8/5 v. 1.4/4) and women demos. Most notably, UPN beat the WB this week by more than a full rating point in women 18-34 (2.9/8 v. 1.8/5). UPN was the number one network of the week among female teens (2.4/9).

MONDAY - 9/19/05

UPN beat the WB on premiere night in adults 18-34 (2.0/5 v. 1.6/4), women 18-34 (2.8/7 v. 2.4/6), adults 18-49 (1.7/4 v. 1.6/4) and women 18-49 (2.5/6 v. 2.3/5).

The GIRLFRIENDS and HALF & HALF premieres topped WB's "Just Legal" premiere in viewers (4.0mil v. 3.4mil) and all key demos, including adults 18-34 (2.1/5 v. 1.1/3), women 18-34 (3.1/8 v. 1.4/3), adults 18-49 (1.8/4 v. 1.1/3), women 18-49 (2.6/6 v. 1.5/3).

UPN scored its best Monday ratings in nearly 2 years (since 11/24/03) with viewers (4.0mil), adults 18-49 and women 18-49.

UPN's Monday night premieres scored double-digit growth from last year's premiere night, including 33% in adults 18-34, 21% in adults 18-49 and 19% in total viewers.

TUESDAY - 9/20/05

UPN's live finale of R U THE GIRL beat WB's "Supernatural" and ABC's "Dancing with the Stars" from 9-10pm in adults 18-34 (2.4/7) and women 18-34 (3.4/9)

R U THE GIRL scored the series largest audience (4.1mil) and best ratings ever in all key demos, including adults 18-34, women 18-34, adults 18-49 (2.0/5), women 18-49 (2.6/6)

TOP MODEL: RETURN TO THE RUNWAY beat ABC and Fox's "Bones" among women 18-34 (2.9/8).

This marks UPN's best Tuesday in nearly a year (since "The Vibe Awards" on 11/16/04) with viewers (3.6mil), adults 18-34 (2.2/6), women 18-34 (3.2/9), adults 18-49 (1.7/5) and women 18-49 (2.4/6).

The finale of R U THE GIRL was up double-digits from last year's "Amish in the City" finale, including 85% in adults 18-34, 62% in women 18-34, 43% in adults 18-49, 37% in women 18-49 and 38% in total viewers. The TOP MODEL special scored dramatic growth in the time period versus a year ago, including 67% in adults 18-34, 45% in women 18-34, 25% in adults 18-49, 17% in women 18-49 and 16% in total viewers.

WEDNESDAY - 9/21/05

The two-hour, fifth cycle premiere of AMERICA'S NEXT TOP MODEL lifted UPN to second place on Wednesday from 8-10PM among adults 18-34 (3.0/9), women 18-34 (4.7/13), women 18-49 (3.5/8), behind only ABC. UPN beat FOX and the WB from 8-10pm in adults 18-49 (2.3/6).

The two-hour TOP MODEL scored its best premiere EVER in adults 18-34 (3.0/9), women 18-34 (4.7/13), women 18-49 (3.5/8), and matches its best premiere ratings ever in adults 18-49 (2.3/6).

The TOP MODEL premiere gave UPN its best Wednesday night (8-10pm) EVER among women 18-34 (4.7/13).

The first hour of TOP MODEL beat the debut of "Martha Stewart" on NBC head-to-head (8-9pm) in adults 18-34 (2.7/9 v. 2.0/7) and women 18-34 (4.3/12 v. 2.8/8).

The TOP MODEL premiere also scored double digit increases vs. premiere night a year ago in all key demos, including +52% in viewers (4.8mil), +67% in adults 18-34, +64% in adults 18-49, +68% in women 18-34 and +75% women 18-49.

THURSDAY - 9/22/05

EVERYBODY HATES CHRIS kicked off a brand new night of series programming for UPN on the highly competitive Thursday night with an incredible second place finish from 8:00-8:30PM in the key advertiser demo of adults 18-49 (3.2/9), women 18-49 (3.7/10) and total viewers (7.8mil), beating the premiere of NBC's "Joey" and an original "The OC" on FOX.

CHRIS opened UPN's new comedy block with tremendous year-to-year growth in the time period of +93% in total viewers, 88% in adults 18-34 (3.0/10), +100% in adults 18-49, +164% in women 18-34 (3.7/11) and +236% in women 18-49.

CHRIS is now UPN's most watched episode of ANY comedy in the history of the network. CHRIS also delivered UPN's best women 18-34 (3.7/11) and women 18-49 (3.7/10) ratings EVER in the time period.

Overall, UPN was up on Thursday (8-10PM) over a year ago by +6% in adults 18-49 (1.9/5), +71% in women 18-34 (2.4/6) and +109% in women 18-49 (2.3/6).

Based on Local People Meter data, CHRIS delivered an impressive opening night in key major markets. UPN's new hit sitcom won its 8-8:30pm time period among adults 18-49, in New York City (6.3), San Francisco (4.4) and Washington D.C. (5.0), and ran second behind only Survivor in Los Angeles (2.8), Chicago (3.6) and Philadelphia (6.0).

The premiere of CHRIS gave a tremendous boost to the Viacom Television Station Group UPN markets, which delivered a 7.1/11, outdelivering the premiere of NBC's "Joey" in the UPN O&O markets and overall in all metered markets.

The series premiere of LOVE, INC. also scored year-to-year growth in the time period of 6% in adults 18-49 (2.0/5), 53% in women 18-34 (2.4/7) and 118% in women 18-49 (2.4/6).

The third season premiere of EVE improved on in sophomore season debut last year by 15% in adults 18-34 (1.5/4) and 17% in adults 18-49 (1.4/4).

FRIDAY - 9/23/05

FIRDAY NIGHT SMACKDOWN matched its best ratings since moving to Friday in adults 18-34 (1.4/5) and adults 18-49 (1.3/4).

SMACKDOWN was up versus the same night last year by 75% in adults 18-34, 63% in adults 18-49, 300% in men 18-34 and 260% in men 18-49.

SMACKDOWN won the 8-10:00PM time period in men 18-34 (1.6/7) and teens (1.6/7) and ranked second in men 18-49 (1.8/6), behind only CBS.

Source: NTI (preliminary), week ending 9/25/2005 or as dated.

% change based on rating unless otherwise noted.

  [september 2005]  


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