Quick Take for Monday, January 19, 2009
(Fast Affiliate Live + Same Day Ratings)
ABC's New Monday Lineup Sees its Best Numbers to Date, Drawing ABC's Largest Monday Audience in 6 Weeks and Best Adults 18-49 Rating in 8 Weeks
Airing Against CBS' Original Comedies and Fox's Original Dramas,
"The Bachelor" Hits Season Highs in Viewers and Adults 18-49
"The Bachelor" Wins its Slot Among All Key Women for the Second Time in Three Weeks and is Monday's No. 1 Show in Women 18-34 for the Third Straight Week
"True Beauty" Tops NBC's "Momma's Boys" at 10pm by 1.0 Million Viewers and by 50% in Adults 18-49, While Winning in Women 18-34 for the Third Week Running
Monday Night (8:00-11:00 p.m.)
Growing week to week in viewers and young adults, ABC's new Monday lineup saw its best numbers to date as the Net drew its largest audience (8.6 million) on the night in 6 weeks and strongest Adults 18-49 (3.2/8) performance in 8 weeks � since 12/8/08 and 11/24/08, respectively. ABC ranked No. 1 on the night among Women 18-34 (4.5/11) and Women 18-49 (4.8/11), taking the top spot on the night among Women 18-34 for the third consecutive week. In fact, ABC turned in its highest Women 18-34 number on the night in 10 months � since 3/17/08.
"The Bachelor" (8:00-10:00 p.m.)
Airing against original comedies on CBS and the Monday premiere of "House" and "24" on Fox, ABC's "The Bachelor" hit season highs in both Total Viewers (9.9 million) and Adults 18-49 (3.5/8). "The Bachelor" towered over its unscripted competition, NBC's "Superstars of Dance" from 8:00-10:00pm, by 3.5 million viewers and by 106% in the key young adult sales demo (6.4 million & 1.7/4 in Adults 18-49).
� "The Bachelor" dominated its time-slot, leading from 8:00 � 10:00 p.m. across each of the Key Women demographics (Women 18-34 � 5.0/12, Women 18-49 � 5.3/12 and Women 25-54 � 5.7/12) for the second time in three weeks. In addition, "The Bachelor" qualified as Monday's No. 1 TV program among Women 18-34 for the third week running.
� Against stiff competition, "The Bachelor" gained audience during each half-hour from 8:00-10:00pm, building by 1.7 million viewers (9.2 million to 10.9 million) and by 32% in Adults 18-49 (3.1/8 to 4.1/9) from start to finish.
"True Beauty" (10:00-11:00 p.m.)
"True Beauty" finished second in the 10 o'clock hour to CBS' "C.S.I.: Miami" in Total Viewers (5.9 million) and Adults 18-49 (2.7/7). For the third time in as many weeks, the new ABC unscripted series topped its unscripted competition in the hour, NBC's "Momma's Boys," by 1.0 million viewers and by 50% in Adults 18-49 (4.9 million & 1.8/5). "True Beauty" won its hour among Women 18-34 (3.6/9) for the third week in a row.
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 29% currently, from 22% at the same point in 2008. 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 Program Ratings), 1/19/09.