[02/28/06 - 12:00 AM]
Quick Take for Monday, February 27, 2006 (Based on Fast Affiliate Ratings)

[via press release from ABC]

Quick Take for Monday, February 27, 2006 (Based on Fast Affiliate Ratings)

As the Nets Get Back to Original Series Programming on Monday, ABC Takes Second Place on the Night in Adults 18-49 While Winning Among Adults 18-34

With Big Gains Over the Same Night Last February, ABC Posts its Largest Non-Sports Monday Audience Since April 2004 and its Top Adult 18-49 Number in 3 Years

From 8-9pm, �Wife Swap� Beats the Season Finale of Fox�s �Skating With Celebrities� by 9% in Total Viewers and by 36% in Adults 18-49

Hitting Season Highs Across the Board, the �The Bachelor: Paris� Season Finale Produces the Strongest Numbers for �The Bachelor� Franchise Since May 2004

�The Bachelor: Paris� Season Closer Notches ABC�s Highest Adult 18-49 Number in the Time Slot with Regular Non-Sports Programming in Over 4 Years

Monday Night (8:00-11:00 p.m.)

As each of the networks� schedules went back to original series programming, ABC earned second place on Monday night among Adults 18-49 (4.7/11) ahead of third-place Fox by 12% (4.2/10) and fourth-place NBC by 15% (4.1/10). ABC was the dominant network among Adults 18-34 on an evening that included the season premiere of NBC�s �The Apprentice� and the season finale of Fox�s �Skating with Celebrities,� leading its nearest competition (CBS) by 29% (4.4/12 vs. 3.4/9).

� ABC drew its largest non-sports Monday audience (10.8 million) since April 2004 and its top Adult 18-49 number in 3 years � since 4/5/04 and 1/13/03, respectively.

� The Network was up from the same night last February Sweep (2/28/05) by 1.4 million viewers (10.8 million vs. 9.4 million) and by 21% in Adults 18-49 (4.7/11 vs. 3.9/9).

�Wife Swap� (8:00-9:00 p.m.)

In the opening hour of the night, ABC�s �Wife Swap� beat the season finale of Fox�s �Skating with Celebrities� by 9% in Total Viewers (9.5 million vs. 8.7 million) and by 36% in Adults 18-49 (3.8/10 vs. 2.8/7). �Wife Swap� ranked No. 1 in its time period among Women 18-49 (5.0/12) and Women 18-34 (4.7/12).

� The ABC unscripted show grew its overall audience week to week (9.5 million vs. 9.1 million).

�The Bachelor: Paris� (9:00-11:00 p.m.)

In its season finale, ABC�s �The Bachelor: Paris� won its time period and qualified as the No. 1 TV program on Monday night among Adults 18-34 (5.0/13), Women 18-49 (7.2/16) and Women 18-34 (7.3/18). The ABC unscripted series gained audience during each half-hour of its 2-hour telecast, growing by 3.9 million viewers (9.5 million to 13.4 million) and by 53% in Adults 18-49 (4.0/9 to 6.1/15) from beginning to end. During the 10 o�clock hour, �The Bachelor: Paris� nearly tied an original episode of �C.S.I.: Miami� for first place among Adults 18-49 (5.8/14 vs. 6.0/14), edging out the CBS drama at 10:30 p.m. in the key sales demo (6.1/15 vs. 6.0/15).

� Hitting season highs across the board, �The Bachelor: Paris� attracted the largest audience (11.5 million) and highest Adult 18-49 rating (5.1/12) for �The Bachelor� franchise (any telecast) since May 2004 � since the finale of �The Bachelor� with Jesse on 5/19/04.

� In its finale, �The Bachelor: Paris� offered ABC its largest non-sports audience in the time period in nearly 2 years � since 3/15/04. In addition, it was the Network�s highest Adult 18-49 rating in the time slot with regular non-sports programming in more than 4 years � since 1/28/02.

Source: NTI (Fast Affiliate Ratings, Live+SD), 2/27/06.

  [february 2006]  


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