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[10/10/06 - 04:35 PM]
Quick Take for Monday, October 9, 2006 - Final Ratings
ABC spins the numbers for Monday, October 9.

[via press release from ABC]

QUICK TAKE FOR MONDAY, OCTOBER 9, 2006 - FINAL RATINGS

ABC Draws its Largest Monday Audience with Regular Programming Since Early-May and Hits Season Highs on the Night Across the Key Women Demos

ABC's "Wife Swap" Hits Season Highs at 8pm in Total Viewers and Adults 18-49

From 9-10pm, "The Bachelor: Rome" Grows from its Season Premiere By 10% in Viewers and by 11% in Adults 18-49 in the Hour the Prior Week

Retaining Nearly All of its Young Adult Lead-in and Building in Key Women, ABC's "What About Brian" Tops NBC's "Studio 60" by Wide Margins in the Women Demos

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

With "Wife Swap" leading into "The Bachelor: Rome," followed by the second season premiere of "What About Brian" at 10:00 p.m., ABC produced its largest Monday night audience (7.5 million) with regular programming since early May - since 5/1/06. ABC hit Monday season highs in each of the women demographics.

* ABC was up over the same night last year by +20% in Women 18-34 (4.2/11 vs. 3.5/10), by +13% in Women 18-49 (4.5/11 vs. 4.0/10) and by +9% in Women 25-54 (4.9/11 vs. 4.5/10), a night which included a Monday Night Football game (Pitts-San Diego) and an episode of "Wife Swap."

"Wife Swap" (8:00-9:00 p.m.)

"Wife Swap" gave ABC a solid start from 8:00-9:00 p.m., taking second place in the hour among Women 18-34 (3.8/11) and Women 18-49 (4.4/11).

* "Wife Swap" delivered a season high in the 8 o'clock hour among Total Viewers (7.6 million) and Adults 18-49 (3.2/9).

"The Bachelor: Rome" (9:00-10:00 p.m.)

From 9:00-10:00 p.m. "The Bachelor" built on its lead-in and grew by 1 million viewers and by 14% in Adults 18-49 from start to finish. "The Bachelor: Rome" took second place in its time period with its core audience of Women 18-34 (4.3/11), beating CBS' comedies by 16% ("Two and a Half Men"/"Old Christine" - 3.7/10).

* ABC's "The Bachelor: Rome" was up from its week-ago season premiere delivery in the hour by 10% in Total Viewers (7.9 million vs. 7.2 million) and by 11% in Adults 18-49 (3.1/7 vs. 2.8/7).

"What About Brian" (10:00-11:00 p.m.)

In its season premiere, ABC's "What About Brian" retained an impressive 97% of its Adult 18-49 lead-in from "The Bachelor" (3.0/8 vs. 3.1/7) and built on its lead with Adults 18-34 (3.0/8 vs. 2.9/8). "What About Brian" also built on "The Bachelor" lead-in among Women 18-34 (4.5/12 vs. 4.3/11) and Women 18-49 (4.7/11 vs. 4.6/11). "What About Brian" took second place during the 10 o'clock hour in each of the women demographics, beating NBC's "Studio 60" by solid margins: W18-34 +36% (4.5/12 vs. 3.3/9), W18-49 +18% (4.7/11 vs. 4.0/10) and W25-54 +11% (5.1/11 vs. 4.6/10).

* "What About Brian" attracted its second-largest audience ever on Monday night (7.0 million), behind only and just shy of its premiere in the time period last April (7.1 million on 4/17/06). It delivered series-best numbers on the night with W18-34, W18-49 (tie) and W25-54.

Source: Nielsen Media Research (Preliminary, Live+SD), 10/9/06.





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· BACHELOR, THE (ABC)
· NEW ADVENTURES OF OLD CHRISTINE, THE (CBS)
· STUDIO 60 ON THE SUNSET STRIP (NBC)
· TWO AND A HALF MEN (CBS)
· WHAT ABOUT BRIAN (ABC)
· WIFE SWAP (ABC)









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