Quick Take for Monday, February 2, 2009
(Fast Affiliate Live + Same Day Ratings)
ABC's Monday Lineup Builds Week to Week in Viewers and Adults 18-49 for the 3rd Straight Week, Hitting its Best Young Adult Rating in Nearly 5 Months
Opposite All-Original Programming on CBS, Fox and NBC,
"The Bachelor" Hits Season Highs in Total Viewers and Adults 18-49
"The Bachelor" Wins from 8-10pm Among Adults 18-34 and All Key Women,
Qualifying as Monday's No. 1 TV Show in Women 18-34 for the 5th Straight Week
"True Beauty" Hits Best-Since-Premiere Performance in Adults 18-49 for the 2nd Straight Week, Beating the Season Debut of NBC's "Medium"
Monday Night (8:00-11:00 p.m.)
Improving on the prior week's numbers in both viewers (9.6 million vs. 9.4 million) and young adults (3.7/9 vs. 3.6/9) for the 3rd consecutive week, ABC's Monday lineup hit its highest Adults 18-49 performance since premiere Monday nearly 5 months ago � since 9/22/08. Additionally, the Net delivered in its strongest Monday ratings in Adults 18-34 (3.7/9) and Women 18-34 (5.3/13) in 10 months � since 3/17/08. ABC won the night among Women 18-34 (5.3/13) and Women 18-49 (5.4/12), taking the No. 1 position on the night among Women 18-34 for the 5th week running and the top spot among Women 18-49 for the 4th time in the last 5 weeks.
"The Bachelor" (8:00-10:00 p.m.)
Opposite all-original programming on the broadcast networks, including the return of NBC's "Heroes," ABC's "The Bachelor" hit season highs in both Total Viewers (11.0 million) and Adults 18-49 (4.1/10), building on the previous week's telecast for the 4th straight week. In fact, "The Bachelor" has built on the previous week's performance on every telecast since its season premiere. In addition, "The Bachelor" attracted its largest non-finale audience in over 4 1/2 years and strongest Adults 18-49 rating in nearly 3 years � since 5/12/04 and 2/13/06, respectively.
� "The Bachelor" won its 8:00 � 10:00 p.m. time period in Adults 18-34 (4.1/10) for the first time this season, topping comedies on CBS and dramas on Fox and NBC. The unscripted series led the time-slot across all key Women demos for the second week in a row: Women 18-34 (6.0/14), Women 18-49 (6.0/13) and Women 25-54 (6.0/12).
� "The Bachelor" stood as Monday's No. 1 TV program among Women 18-34 and Women 18-49 (tie), qualifying as the top program among Women 18-34 in all 5 of its telecasts this season.
� Leading its final half-hour in Adults 18-49 for the 2nd straight week, "The Bachelor" grew by 2.0 million viewers (10.2 million to 12.2 million) and by 28% in Adults 18-49 (3.6/9 to 4.6/10) from start to finish.
"True Beauty" (10:00-11:00 p.m.)
"True Beauty" built on the previous week's telecast and delivered a best-since-premiere performance among Adults 18-49 (3.0/8) for the 2nd time in as many weeks. "True Beauty" took second in the hour in the key young adult sales demo to CBS' "C.S.I.: Miami," while leading the 10 o'clock hour among Women 18-34 (3.8/9). "True Beauty" has won its hour among Women 18-34 in all 5 of its airings.
� "True Beauty" outperformed the season premiere of NBC's "Medium" among Adults 18-49 (3.0/8 vs. 2.9/7) and Adults 18-34 (2.8/7 vs. 2.0/5).
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), 2/1/09.