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[11/24/08 - 10:39 AM]
ABC's "2008 American Music Awards" Rank No. 1 in Viewers and Among Key Demos
ABC spins the numbers for Sunday, November 23.

[via press release from ABC]

Fast Facts for Sunday, November 23, 2008 (Fast Affiliate Live + Same Day Ratings)

Opposite Stiff Competition from NBC's NFL Game and Fox's "24 Redemption" Movie, ABC's "2008 American Music Awards" Rank No. 1 in Viewers and Among Key Demos

"AMAs" Grow Year to Year by 3% in Total Viewers, by 6% in Adults 18-49 And by 18% in Adults 18-34, Posting its Strongest Performance in 4 Years

Jimmy Kimmel-Hosted Music Awards Telecast Spikes 31% Over Last Year with Hard-to-Reach Men 18-34, Posting its 2nd-Highest Number in its Last 6 Telecasts

Excluding the "Oscars," "AMAs" Generate ABC's Highest Adult 18-34 Number in The Time Slot in Over 1 Year and its Top Teen 12-17 Number in Well Over 2 Years

"2008 American Music Awards" (8:00-11:00 p.m.)

Opposite stiff competition on the evening, including NBC's "Sunday Night Football" (Colts-Chargers) and an NFL prime overrun-boosted (Redskins-Seahawks) Fox with the premiere of the "24 Redemption" movie, ABC's telecast of the "2008 American Music Awards" ranked No. 1 in Nielsen's preliminary time-period based "Fast Affiliate Ratings" among Total Viewers (12.2 million) and Adults 18-49 (5.1/12). "AMAs" dominated its 3-hour time period in other key Adult, Women and Teen demographics, beating its nearest competitors by wide margins: Adults 18-34 +18% (4.7/12 vs. 4.0/11 � NBC), Women 18-34 +110% (6.1/16 vs. 2.9/8 � NBC), Women 18-49 +85% (6.3/15 vs. 3.4/8 � Fox), Women 25-54 +50% (6.3/14 vs. 4.2/9 � Fox) and Teens 12-17 +81% (4.0/12 vs. 2.2/7 � Fox). In fact it was the evening's No. 1 TV show in Adults 18-34, all key Women and Teens.

� Growing year to year by 3% in Total Viewers (12.2 million vs. 11.8 million), by 6% in Adults 18-49 (5.1/12 vs. 4.8/12) and by 18% in Adults 18-34 (4.7/12 vs.4.0/11), the "American Music Awards" attracted its largest audience and top young adult numbers in 4 years � best since the 2004 telecast. Despite facing Fox's "24 Redemption" and the NFL, the biggest year-to-year gain for the "AMAs" came among hard-to-reach Men 18-34, as the Jimmy Kimmel-hosted show jumped by 31% over last year (3.4/9 vs. 2.6/7). In fact it was the "AMA's" second-highest Men 18-34 rating in the last 6 telecasts � second-highest since the 1/13/03 broadcast.

� Excluding the "Academy Awards" telecasts, the "AMAs" generated ABC's highest Adult 18-34 number in the Sunday 8:00-11:00 p.m. time period in more than 1 year and matched its best rating since March 2007 � since 10/28/07 and 3/4/07, respectively. The music-awards show gave the Net its highest non-"Oscar" Teen 12-17 rating in the 3-hour time period in well over 2 years � since 9/24/06.

� With musical acts including Miley Cyrus and Jonas Brothers, ABC's "2008 AMAs" topped CBS' "2008 Grammy Awards" by 5% in Teens 12-17 (4.0/12 vs. 3.8/12) and by 11% in Kids 2-11 (2.0/8 vs. 1.8/8).

A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to more than 28% currently, from 21% at the same point in 2007. 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), 11/23/08.





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