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[12/04/08 - 03:05 PM]
ABC Is No. 1 in Fall '08 Among Adults 18-49 and Across All Key Women Demos
ABC further spins the numbers for the first 10 weeks of the 2008-09 season.

[via press release from ABC]

ABC is No. 1 in Fall '08 Among Adults 18-49 and Across All Key Women Demos

Bolstered by a Strong Slate of Entertainment Programming, ABC Moves Solidly Ahead of its Rivals Among Adults 18-49 in the "Non-Sports" Averages

Net Claims 5 of the Top 20 Shows This Fall in Adults 18-49, Including the Top 2 With "Grey's" and "Housewives," and 4 of the Top 6 Most-Watched Shows Overall

ABC Holds First Place in the C3 Adult 18-49 Ratings, Airing 2 of the Top 3 Shows and Beating its Competitors in the Advertiser-Prized C3 $100K+ Annual Income Category

The Highest-Rated Network for the 4th Straight Year in the Upscale Breaks, ABC Airs 5 of the Top 15 TV Series with Affluent Viewers, Placing the Top 2 Programs

ABC's Scripted Series Stand Among the Biggest Gainers in DVR Playback This Fall

Fall 2008 (10 Complete Weeks - 9/22-11/30/08)

On average this Fall based on "all programming," ABC finished No. 1 among Adults 18-49 (3.3/9 - tied w/CBS). In addition to holding top honors in Nielsen's Most Current averages, ABC was also the No. 1 network in the Adult 18-49 Live + Same Day averages (3.1/8 - tied w/CBS). In fact ABC delivered the No. 1 network position in Adults 18-49 on 3 of the 4 weeks during the month of November. ABC also took first place during the Fall across each of the Women demographics: Women 18-34 (3.4/10), Women 18-49 (4.2/11) and Women 25-54 (4.9/11-tie). For the 3rd year in a row, the Net won all 10 weeks of the Fall with key Women (W18-34/W18-49).

* ABC Breaks Away from the Network Pack in the "Non-Sports" Numbers: Bolstered by a strong slate of entertainment programming, ABC moved solidly ahead of its rivals when sports programming was excluded from the Fall averages, to get at each net's core schedule and to account for the boosts that come from sports coverage on NBC ("Sunday Night Football"), CBS (Sunday NFL overruns) and Fox (Post-Season MLB/Sunday NFL overruns). Among Adults 18-49 in the "non-sports" averages, ABC (3.4/9) led second-place CBS by 6% (3.2/8), third-place Fox by 26% (2.7/7) and fourth-place NBC by 31% (2.6/7).

* ABC Wins the November Sweep for the 4th Year in a Row: ABC finished No. 1 for the 4th straight November Sweep in Adults 18-49, the Network's longest winning streak during the month since the early 1990s - since a streak going back to the start of the Nielsen electronic database from 1991-1994. ABC also claimed 7 of the Top 10 individual entertainment telecasts during November 2008 among Adults 18-49.

* No. 1 Network in the Sales Currency - C3 Ratings: Based on "all programming" in Nielsen's C3 Ratings data (Commercial Ratings + 3 Days of Playback) for the Fall '08, ABC was the No. 1 network in Adults 18-49 (2.88 rating) and across all key Women: W18-34 (3.00), W18-49 (3.77) and W25-54 (4.40). Commercial Ratings + 3 Days of Playback are the television industry's currency used to broker sales to advertisers. Based on Adults 18-49 in the "non-sports" C3 averages (the way Sales looks at the numbers), ABC (2.97) outpaced second-place CBS by 6% (2.81), third-place Fox by 26% (2.35) and fourth-place NBC by 33% (2.23). The Net aired 5 of the Top 20 regular TV programs in the C3 Adult 18-49 numbers this Fall, including the Top 2 scripted series: "Grey's Anatomy" - No. 2, "Desperate Housewives" - No. 3, "Dancing with the Stars" - No. 10, "Extreme Makeover: Home Edition" - No. 19 and "Brothers & Sisters" - No. 20. ABC also led among advertiser-prized upscale viewers by wide margins in the C3 "non-sports" ratings, delivering the No. 1 position in Adults 18-49 in Households with $100K+ Annual Income. For the Fall, ABC (3.17) tops runner-up CBS by 23% (2.57), third-place NBC by 28% (2.48) and fourth-place Fox by 67% (1.90).

* Fall's Highest-Rated TV Series: In Adults 18-49, ABC broadcast 5 of the Top 20 series this Fall, including the Top 2 highest-rated TV shows with "Grey's Anatomy" and "Desperate Housewives": "Grey's Anatomy" - No. 1, "Desperate Housewives" - No. 2, "Dancing with the Stars" - No. 10, "Dancing with the Stars Results" - No. 16 and "Brothers & Sisters" - No. 20. The Network claimed 4 of the Top 6 most-watched series overall: "Dancing with the Stars" - No. 2, "Grey's Anatomy" - No. 4, "DWTS Results" - No. 5 and "Desperate Housewives" - No. 6. In addition to being tops in Adults 18-49, "Grey's" was also Fall's No. 1 TV show with Adults 18-34. Between "Grey's" and "Housewives," ABC aired the Top 2 highest-rated TV programs across each of the key Women demos (W18-34/W18-49/W25-54). In fact among Women 18-49, the Net claimed 5 of the Top 8 TV series for the Fall, including "Grey's" (No. 1), "Housewives" (No. 2), "DWTS" (No. 4), "Brothers & Sisters" (No. 6) and "Dancing with the Stars Results" - No. 8.

* For the 4th Straight Fall, ABC is No. 1 with Upscale Young Adults: For the 4th year in a row, ABC stood as the Fall's No. 1 TV network among upscale young adults. ABC was the top-rated network based on "all programming" with Adults 18-49 in Homes with $100K+ Annual Income (3.77 rating), leading NBC by +6% (3.54), CBS by +20% (3.14) and Fox by +22% (3.10). In addition, ABC claimed 5 of the Top 20 highest-rated regular TV series this Fall among high income young adults, including the Top 2 shows with "Grey's Anatomy" and "Desperate Housewives": "Grey's Anatomy" (9.98 rating) - No. 1, "Desperate Housewives" (8.60) - No. 2, "Brothers & Sisters" (5.22) - No. 10, "Dancing with the Stars" (5.06) - No. 12 and "DWTS Results" (4.79) - No. 15. ABC also qualified as the No. 1 network this Fall in two of Nielsen's other top upscale measures, including Adults 18-49 with 4+ Years of College and Professionals or Managers earning $100K+ Annual Income. Also, ABC's "Grey's Anatomy," "Desperate Housewives," "Brothers & Sisters," "Saturday Night Football" and "Boston Legal" were among Fall's regular programs with the second-highest reported annual median incomes ($73K) on the major nets, while "DWTS," "DWTS Results," "Samantha Who?," "Life on Mars," "Eli Stone" and "Dirty Sexy Money" each placed among the top-tier series (tied for third) with annual incomes ($68K) for their respective young adult audiences.

* ABC Series Among Most Popularly Recorded and Played Back: On average, ABC's primetime delivery grew from the originally reported Live + Same Day numbers to the finalized Live + 7 Day ratings by +6% in Total Viewers (10.1 million to 10.7 million), by +10% in Adults 18-49 (3.1/8 to 3.4/9) and by +13% in Adults 18-34 (2.4/7 to 2.7/8). In Fall '08, the Network ranked No. 1 among Adults 18-49 in the Live + 7 Day ratings (3.4/9-tie). ABC series continued to be among the most popularly recorded and played back. Like last year, ABC's "Grey's Anatomy" was once again TV's most-played-back show this Fall. On average, "Grey's Anatomy" was the biggest actual gainer from the originally reported numbers (Live + Same Day) to the finalized DVR playback numbers (Live + 7 Day), generating an additional +2.4 million viewers (15.9 million to 18.3 million). With a sharp jump in DVR penetration year to year (21% to over 28%), "Grey's" DVR increase was 14% higher than its average increase last year (+2.1 million viewers in 2007-08). During the Fall, ABC had 6 series averaging a gain of 1 million viewers or more from their originally reported numbers to the final DVR playback numbers, including "Grey's Anatomy" (+2.4 million), "Desperate Housewives" (+1.4 million), "Private Practice" (+1.1 million), "Life on Mars" (+1.1 million), "Boston Legal" (+1.1 million) and "Brothers & Sisters" (+1.1 million). Among Adults 18-49, all 11 of ABC's scripted series this Fall are registering ratings increases of +10% or more from next-day numbers to the DVR finals: "Pushing Daisies" +20%, "Boston Legal" +19%, "Dirty Sexy Money" +19%, "Grey's Anatomy" +19%, "Private Practice" +17%, "Ugly Betty" +15%, "Eli Stone" +15%, "Life on Mars" +14%, "Brothers & Sisters" +14%, "Desperate Housewives" +12% and "Samantha Who?" +11%.

Source: Nielsen Media Research, (National "Most Current" Program Ratings), 9/22-11/30/08, unless stated otherwise. Upscale data based on Most Current Ratings for regular non-sports programming. DVR Playback Live + 7 Day based on original telecasts only, 9/22-11/16/08. C3 Ratings Data, 9/22-11/16/08.





  [december 2008]  
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M
T
W
T
F
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· BOSTON LEGAL (ABC)
· BROTHERS & SISTERS (ABC)
· DANCING WITH THE STARS (ABC)
· DESPERATE HOUSEWIVES (ABC)
· DIRTY SEXY MONEY (ABC)
· ELI STONE (ABC)
· EXTREME MAKEOVER: HOME EDITION (HGTV)
· GREY'S ANATOMY (ABC)
· LIFE ON MARS (ABC)
· PRIVATE PRACTICE (ABC)
· SAMANTHA WHO? (ABC)
· SUNDAY NIGHT FOOTBALL (NBC)
· UGLY BETTY (ABC)





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