Quick Take for Monday, May 26, 2008 (Fast Affiliate Live + Same Ratings)
ABC's Takes Second on Monday in Viewers and Young Adults, While
Delivering the No. 1 Network Position on Memorial Day with Women 18-49
Surging from its Lead-in and Growing Throughout its Telecast, "The Bachelorette"
Is No. 1 from 9-11pm in Key Women and Beats CBS & NBC at 10pm in Adults 18-49
Monday Night (8:00-11:00 p.m.)
With a repeat special ("Vacation Swap") leading into "The Bachelorette," ABC took second place on Memorial Day in Total Viewers (5.2 million) and Adults 18-49 (1.9/5), while delivering the No. 1 network position on the evening with Women 18-49 (2.7/7).
"The Bachelorette" (9:00-11:00 p.m.)
Jumping from its lead-in and gaining audience during each half-hour of its 9:00-11:00 p.m. telecast, "The Bachelorette" took second place in its 2-hour time period in Total Viewers (5.5 million) and Adults 18-49 (2.0/5), moving ahead of its CBS and NBC competition from 10:00-11:00 p.m. in the key young adult sales demo. The ABC unscripted series ranked No. 1 in its slot among Women 18-34 (2.2/6) and Women 18-49 (3.0/8).
� Surging from its lead-in (+17% in Total Viewers and +33% in Adults 18-49), "The Bachelorette" steadily gained audience throughout its broadcast, growing by 16% in Total Viewers (5.1 million to 5.9 million) and by 22% in Adults 18-49 (1.8/5 to 2.2/6) from start to finish. In fact, during the 10 o'clock hour among Adults 18-49, ABC's "The Bachelorette" (2.2/6) topped CBS by 10% (2.0/5) and NBC by 29% (1.7/5).
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 jumped from 16% at the same point in 2006-07, up to more than 24% currently. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. 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), 5/26/08.