[01/17/08 - 11:43 AM]
Quick Take for Wednesday, January 16, 2008 (Fast Affiliate Live + Same Day Ratings)
ABC spins the numbers for Wednesday, January 16.

[via press release from ABC]

Quick Take for Wednesday, January 16, 2008 (Fast Affiliate Live + Same Day Ratings)

On the Night of the Wednesday Premiere of "Idol," ABC Takes Second in Women 18-34 and Grows from the Year-Ago Evening Among Young Adults

At 8pm, ABC's "Wife Swap" Beats CBS' "Power of 10" in Viewers and Young Adults

Building on its Lead-in Opposite "Idol" at 9pm, "Supernanny" Takes Second In Adults 18-49 and Improves the Hour for ABC by Wide Margins Year to Year

During the 10pm Hour, ABC "Cashmere Mafia" Tops the Final Hour of CBS' Miniseries in Adults 18-34 and Across the Key Women Demographics

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

With its lineup of "Wife Swap," "Supernanny" and "Cashmere Mafia" against the Wednesday night premiere of Fox's "American Idol," ABC earned second place with Women 18-34 (2.7/7).

� ABC was up over the year-ago Wednesday (1/17/07) -- when it also aired an all original schedule against the "Idol" premiere -- among young adults: +5% in Adults 18-49 (2.2/5 vs. 2.1/5) and +27% in Adults 18-34 (1.9/5 vs. 1.5/4).

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

Opposite the first hour of the 2-hour "Idol" opener, ABC's "Wife Swap" earned second place in Women 18-34 (2.4/6-tie). "Wife Swap" topped CBS' "Power of 10" in the hour by 6% in Total Viewers (5.2 million vs. 4.9 million) and by 82% in Adults 18-49 (2.0/5 vs. 1.1/3).

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

Building on its lead-in by nearly 1.0 million viewers (6.1 million vs. 5.2 million) and by 25% in Adults 18-49 (2.5/6 vs. 2.0/5) against the second hour of "Idol," ABC's "Supernanny" took second place among Adults 18-49. In addition, "Supernanny" stood as the No. 2 TV show for the night in Women 18-34 (3.3/8), behind only "Idol."

� Versus the Net's performance in the hour on the year-ago night against "Idol" with original comedies ("Knights of Prosperity"/"In Case of Emergency"), "Supernanny" improved the time period by 2.5 million viewers and by 79% in Adults 18-49 (3.6 million and 1.4/3 on 1/17/07).

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

During the 10 o'clock hour, ABC's "Cashmere Mafia" topped the final hour of CBS' movie, "Comanche Moon � Part 3," in Adults 18-34 (1.8/5) and across the key women demos: W18-34 (2.5/6), W18-49 (2.8/7) and W25-54 (3.3/7).

� "Cashmere Mafia" was up from its week-ago premiere in the hour among Men 18-34 (1.1/3 vs. 0.9/3) and Men 18-49 (1.5/4 vs. 1.2/3).

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), 01/16/08.

  [january 2008]  


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