[03/30/09 - 12:31 PM]
ABC Is No. 1 on Sunday in Key Women
ABC spins the numbers for Sunday, March 29.

[via press release from ABC]

Quick Take for Sunday, March 29, 2009 (Fast Affiliate Live + Same Day Ratings)

Although "Housewives" Aired in Repeat and the Net Faced an All-Original CBS, with a March Madness Boost, ABC is No. 1 on Sunday in Key Women

Opposite an NCAA Basketball Overrun-Led CBS, ABC's "America's Funniest Home Videos" Generates Sizeable Week-to-Week Gains

"Home Edition" Finishes No. 1 in its 2-Hour 8-10pm Slot Among Adults 18-49, Finishing First in its Time Period for the 6th Week Running in Women 18-49

Posting its 3rd Straight Week in Viewer and Young Adult Increases, "Extreme Makeover: Home Edition" Logs its Top Adult Numbers in 2 Months

ABC's 10pm Repeat "Housewives" Beats CBS' Original Dramas in Adults 18-34

Sunday Night (7:00-11:00 p.m.)

As "Desperate Housewives" went into repeat, up against all original programming on CBS and its boost from an NCAA Basketball Tournament overrun at the beginning of the night (approx. 15 minute), ABC earned second place on Sunday in Total Viewers (9.0 million) and Adults 18-49 (2.8/7), beating out NBC and Fox by solid margins on both counts. The Network finished No. 1 on Sunday for the 7th consecutive week across each of the key Women demographics: W18-34 (3.0/9), W18-49 (3.6/9), W25-54 (4.1/10-tie).

"America's Funniest Home Videos" (7:00-8:00 p.m.)

Opposite CBS' "March Madness" overrun leading into "60 Minutes," ABC's "America's Funniest Home Videos" earned second place during the 7 o'clock hour among Adults 18-49 (2.3/7) and Adults 18-34 (1.7/6), while delivering the No. 1 position with Women 18-34 (2.0/7-tie).

� "AFV's" numbers surged week to week by 1.0 million viewers (8.1 million vs. 7.1 million) and by 21% in Adults 18-49 (2.3/7 vs. 1.9/6).

"Extreme Makeover: Home Edition" (8:00-10:00 p.m.)

Building on its lead-in and gaining audience throughout 8:00-10:00 p.m. telecast, ABC's "Extreme Makeover: Home Edition" ranked No. 1 in its 2-hour time period among Adults 18-49 (3.5/9), beating out runner-up Fox's animated comedy block. The ABC unscripted series also took first place with key Women, delivering the No. 1 position in its time slot among Women 18-49 for 6 consecutive weeks and among Women 18-34 on 5 of 6 weeks.

� Growing its viewer and young adult numbers for the 3rd consecutive week, ABC's "Home Edition" registered its highest ratings in 2 months across each of the key Adult demos (AD18-34/AD18-49/AD25-54) � since 1/25/09.

"Desperate Housewives" (10:00-11:00 p.m.)

Up against original competition during the 10 o'clock hour, ABC's repeat "Desperate Housewives" took second place, beating CBS' original dramas ("Cold Case"/"The Unit") among Adults 18-34 (1.6/7) and key Women: W18-34 (2.4/7) and W18-49 (2.8/7).

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 more than 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), 3/29/09.

  [march 2009]  


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