[07/08/08 - 01:16 PM]
Quick Take for Monday, July 7, 2008 (Fast Affiliate Live + Same Day Ratings)
ABC spins the numbers for Monday, July 7.

[via press release from ABC]

Quick Take for Monday, July 7, 2008 (Fast Affiliate Live + Same Day Ratings)

ABC Wins Monday in Total Viewers and Adults 18-49, Leading Each Half-Hour of Prime in Both Measures

ABC Draws its Largest Summer Audience in 6 Years, While Recording the Net's Best Women 18-49 Summer Rating in 12 Years

Hitting Season Highs, "The Bachelorette" Season Finale Dominates its Time Period, Beating the Second Networks by 2.3 Viewers and by 50% in Adults 18-49

Growing by 3.2 Million Viewers and by 52% in Adults 18-49 from 8-10pm, Bachelorette DeAnna Gives the Final Rose to Jesse

"The Bachelorette: After the Final Rose" Wins at 10pm and Stands as Monday's No. 1 Program in Total Viewers and Across All Key Adult Demographics

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

ABC stood as No. 1 Network Monday night in Total Viewers (9.6 million) and Adults 18-49 (3.4/10), leading each half-hour of primetime in both measures. ABC drew its largest audience in 6 years (since 7/8/02) and highest Adults 18-49 rating in 7 years (5/28/01). Furthermore, among younger women, ABC registered its highest non-sports summer ratings in Women 18-34 (4.4/13) in 9 years and Women 18-49 (5.1/14) in 12 years - since 6/28/99 and 8/12/96, respectively.

* ABC ranked No. 1 on the night for the second straight week, while taking the top spot for 7th week in a row with Women 18-49. In fact, it was the 16th time in the last 17 weeks overall that ABC has won Monday among Women 18-49.

"The Bachelorette" (8:00-10:00 p.m.)

Hitting season highs, "The Bachelorette" season finale won its 2-hour time period, dominating the second-place competition by 2.3 million viewers (9.5 million vs. 7.2 million - Fox) and by 50% in Adults 18-49 (3.3/10 vs. 2.2/6 - CBS). "The Bachelorette" saw its audience grow by 3.2 million viewers (8.0 million to 11.2 million) and 52% in Adults 18-49 (2.7/9 to 4.1/11) from 8:00-10:00 p.m., with Bachelorette DeAnna giving the final rose to Jesse.

* "The Bachelorette" improved ABC's performance on the same night last year by 4.3 million viewers and by 65% in Adults 18-49 (5.3 million & 2.0/6 in Adults 18-49 on 7/9/07).

"The Bachelorette: After the Final Rose" (10:00-11:00 p.m.)

"The Bachelorette: After the Final Rose" took the top spot in the 10 o'clock hour and qualified as Monday's No. 1 program in Total Viewers (10.0 million) and across each of the key adult demographics: Adults 18-34 (3.3/10), Adults 18-49 (3.6/10) and Adults 25-54 (4.2/11).

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 17% at the same point in 2006-07, up to 25% 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), 7/07/08. Summer = Memorial Day to Labor Day.

  [july 2008]  


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