Quick Take for Monday, January 26, 2009
(Fast Affiliate Live + Same Day Ratings)
ABC's Monday Lineup Grows in Viewers and Adults 18-49 for the 2nd Week in a Row, Matching its Best Young Adult Performance in 4 Months
Airing Against Fox's Original Dramas, "The Bachelor"
Hits Season Highs in Total Viewers and Adults 18-49
"The Bachelor" Wins its Time Slot Across All Key Women, Leading from 8-10pm and Standing as Monday's No. 1 Show Among Women 18-34 for the 4th Straight Week
"True Beauty" Posts Best-Since-Premiere Performance in Viewers and Young Adults, Leading the 10 O' Clock Hour in Adults 18-34, Adults 18-49 and All Key Women
Monday Night (8:00-11:00 p.m.)
Increasing over the previous week in viewers (9.4 million vs. 8.6 million) and young adults (3.6/9 vs. 3.3/8) for the 2nd week in a row, ABC's Monday lineup matched its strongest performance in Adults 18-49 since premiere Monday 4 months ago � since 9/22/08. In addition, the Net turned in its strongest Monday ratings in Adults 18-34 (3.4/9) and Women 18-34 (5.1/13) in 10 months � since 3/17/08. ABC ranked No. 1 among Women 18-34 (5.1/13) and Women 18-49 (5.3/12), taking the top spot on the night among Women 18-34 for the 4th consecutive week and ranking No. 1 among Women 18-49 for the 3rd time in the last 4 weeks.
"The Bachelor" (8:00-10:00 p.m.)
Opposite Fox's original dramas, ABC's "The Bachelor" built on the previous week's telecast for the 3rd time in a row, hitting season highs in both Total Viewers (10.6 million) and Adults 18-49 (3.9/10). In fact, the show matched its largest non-finale audience in over 4 1/2 years � since 5/12/04.
� "The Bachelor" won its 8:00 � 10:00 p.m. time-slot, beating Fox's original dramas, across all key Women demos: Women 18-34 (5.8/14), Women 18-49 (5.9/13) and Women 25-54 (6.3/13). In addition, "The Bachelor" led its time period and qualified as Monday's No. 1 TV program among Women 18-34 for the 4th week in a row.
� Leading its final half-hour in Adults 18-49, "The Bachelor" built its audience in each half-hour from 8:00-10:00pm, growing by 1.5 million viewers (10.0 million to 11.5 million) and by 22% in Adults 18-49 (3.6/9 to 4.4/10) from start to finish.
"True Beauty" (10:00-11:00 p.m.)
"True Beauty" produced best-since-premiere numbers in both Total Viewers (7.0 million) and Adults 18-49 (2.9/7), winning the 10 o'clock hour in the key young adult sales demographic. The new ABC unscripted series also topped its time period among Adults 18-34 (2.6/7) and in each of the key Women demographics: Women 18-34 (3.8/10), Women 18-49 (4.2/10) and Women 25-54 (4.4/10). "True Beauty" has won its hour among Women 18-34 in all 4 of its airings.
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 Ratings), 1/26/09.