[03/13/09 - 12:51 PM]
ABC Wins the Night in Adults 18-34 and Across Key Women
ABC spins the numbers for Thursday, March 12.

[via press release from ABC]

Quick Take for Thursday, March 12, 2009 (Fast Affiliate Live + Same Day Ratings)

As its Thursday Schedule Returns to Original for the First Time Since Mid-February, ABC Wins the Night in Adults 18-34 and Across Key Women

Year to Year, ABC's Thursday Gains 1.7 Million Viewers and 17% in Adults 18-49

Growing Sharply Week to Week in Viewers and Young Adults, "Ugly Betty" Beats its NBC Comedy Competition in the 8 O'clock Hour by Wide Margins

Thursday's No. 1 TV Show Among Young Adults, ABC's "Grey's Anatomy" Beats CBS' "C.S.I." at 9pm by 17% in Adults 18-49 and by 92% in Adults 18-34

"Private Practice" is a Strong No. 2 to a Guest Cast-Boosted "ER" in Adults 18-49, While Ranking No. 1 in the 10pm Hour in Adults 18-34 and Key Women Demos

"Private Practice" Post Big Gains for ABC in the Hour Over "Eli Stone" a Year Ago

Thursday Night (8:00-11:00 p.m.)

As its Thursday schedule returned to original for the first time since mid-February (2/19/09), ABC earned a strong second place on the night in Total Viewers (9.9 million) and Adults 18-49 (3.5/9). ABC dominated the night in Adults 18-34, beating its nearest competitor by 19% (3.2/10 vs. 2.7/8 � NBC), and also delivered the No. 1 network position across each of the key Women demos: W18-34 (4.8/13), W18-49 (5.1/13) and W25-54 (5.7/13).

� ABC improved its Thursday numbers over the year-ago night by 1.7 million viewers and by 17% in Adults 18-49 (8.2 million and 3.0/9 on 3/13/08).

"Ugly Betty" (8:00-9:00 p.m.)

ABC's "Ugly Betty" outdrew its NBC comedy competition in the 8 o'clock hour ("My Name is Earl"/"Kath & Kim"), which included the season finale of "Kath & Kim," by 3.0 million viewers (7.2 million vs. 4.2 million) and by 24% in Adults 18-49 (2.1/6 vs. 1.7/5).

� Jumping from the prior week's original telecast (6.3 million & 1.7/5) by nearly 1 million viewers and by 24% in Adults 18-49, "Ugly Betty" posted its best numbers in 3 weeks � since 2/19/09.

"Grey's Anatomy" (9:00-10:00 p.m.)

Thursday's No. 1 TV program with young adults, ABC's "Grey's Anatomy" defeated CBS' "C.S.I." in the 9 o'clock hour by 17% in Adults 18-49 (4.9/12 vs. 4.2/10) and by 92% in Adults 18-34 (4.8/13 vs. 2.5/7). It was "Grey's" 11th time in its last 12 original airings to rank as Thursday's No. 1 entertainment telecast with Adults 18-49, and the 11th time in as many airings among Adults 18-34.

"Private Practice" (10:00-11:00 p.m.)

Opposite an above average "ER," featuring the return of a number of high-profile original cast members, ABC's "Private Practice" took a strong second place in the 10 o'clock hour among Adults 18-49, defeating CBS' "Eleventh Hour" by 21% (3.4/9 vs. 2.8/7). "Private Practice" won the hour among Adults 18-34, topping "ER" by 15% (3.1/9 vs. 2.7/8) and marking the ABC sophomore drama's 8th consecutive original telecast as the No. 1 entertainment show in the time slot. Trailing only "Grey's Anatomy," "Private Practice" stood as Thursday's No. 2 TV show in Women 18-34 (4.7/13) and Women 18-49 (5.2/13).

� Versus the Net's performance in the hour on the same night last year (3/13/08) with an original "Eli Stone," "Private Practice" improved the time period for ABC by 2.2 million viewers (9.1 million vs. 6.9 million) and by 48% in Adults 18-49 (3.4/9 vs. 2.3/6).

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 30% currently, from 23% 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), 3/12/09.

  [march 2009]  

· ER (NBC)

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