[01/10/08 - 03:17 PM]
Quick Take for Wednesday, January 9, 2008 (Fast Affiliate Live + Same Day Ratings)
ABC spins the numbers for Wednesday, January 9.

[via press release from ABC]

Quick Take for Wednesday, January 9, 2008 (Fast Affiliate Live + Same Day Ratings)

On a Highly Competitive Wednesday, ABC Earns Second in Adults 18-49 And Wins the Evening in Adults 18-34 and Among Key Women Demos

Showing Solid Year-to-Year Gains for the Second Week in a Row, ABC is Up From the Year-Ago Night by 1.0 Million Viewers and by 25% in Adults 18-49

"Wife Swap" Wins the 8pm Hour in Adults 18-34, Beating NBC's "Deal Or No Deal"

Against CBS' Original "Criminal Minds" and NBC's "Law & Order: CI" Premiere, "Supernanny" Emerges as Wednesday's No. 1 TV Program Among Adults 18-34

"Supernanny" Retains 100% of its Week-Earlier Season Premiere in Viewers and Adults 18-49 and Posts the Series' Highest Teen 12-17 Number in Close to 2 Years

At 10pm Against CBS' Time Period Veteran "CSI: NY" and NBC's "Law & Order," ABC's Time Period Premiere of "Cashmere Mafia" Ranks No. 1 in Women 18-34

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

On a very competitive Wednesday against original competition on CBS and NBC, ABC took second place among Adults 18-49 (3.0/8-tie), while ranking No. 1 with Adults 18-34 (2.6/8), key women [W18-34 - 3.7/10, W18-49 � 4.2/11 and W25-54 � 4.5/11 (tie)] and Teens 12-17 (1.9/7).

� ABC was up over the year-ago Wednesday (1/10/07) by 1.0 million viewers (7.6 million vs. 6.6 million) and by 24% in Adults 18-49 (3.0/8 vs. 2.4/6).

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

On just its second airing in the time period, ABC's "Wife Swap" won Wednesday's 8 o'clock hour among Adults 18-34 (2.6/8) and Women 18-34 (3.6/10), beating NBC's "Deal Or No Deal." The ABC unscripted show earned second place in the hour in Total Viewers (7.8 million) and Adults 18-49 (3.0/8), pacing way ahead of CBS' "Power of 10" on both counts (6.1 million & 1.7/5).

� "Wife Swap" was up from its week-earlier season premiere by 18% in Teens 12-17 (2.0/8 vs. 1.7/6) and by 14% in Kids 2-11 (1.6/6 vs. 1.4/5).

"Supernanny" (9:00-10:00 p.m.)

Retaining all of its week-ago season premiere audience despite facing an original "Criminal Minds" and NBC's broadcast premiere of "Law & Order: C.I.," ABC's "Supernanny" dominated the 9 o'clock hour among Adults 18-34 by 36% over its nearest competitor (3.4/10 vs. 2.5/7 - CBS). The show took a strong second in the hour in Adults 18-49 (3.6/9), beating NBC's premiere of "L&O: C.I." by 44% (3.6/9 vs. 2.5/6). In fact "Supernanny" stood as Wednesday's No. 1 TV program with Adults 18-34 (3.4/10), Women 18-49 (5.2/13), Women 18-34 (4.8/13) and Teens 12-17 (2.5/9).

� "Supernanny" held 100% its week-earlier season premiere audience among Total Viewers (8.9 million) and Adults 18-49 (3.6/9). In addition, the series marked its highest Teens 12-17 number (2.5/9) in nearly 2 years � since 3/20/06.

"Cashmere Mafia" (10:00-11:00 p.m.)

In its time period premiere, opposite CBS' time period veteran "C.S.I.: N.Y." and NBC's "Law & Order," "Cashmere Mafia" ranked No. 1 during the 10 o'clock hour among Women 18-34 (2.7/8).

A note about increasing DVR penetration and year to year rating comparisons: Year-to-year rating trends based on the Live + Same Day data stream may be somewhat distorted by the level of DVR penetration in the Nielsen sample, which has nearly doubled from just over 11% at the same point in 2006, approaching 22% currently. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. Therefore, the only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.

Source: Nielsen Media Research (Fast Affiliate Live + Same Day Ratings), 01/9/08.

  [january 2008]  


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