Quick Take for Monday, July 13, 2009
(Fast Affiliate Live + Same Day Ratings)
ABC's Leads Monday Night in Adults 18-49 for the 3rd Straight Week and Posts its Best Summer Numbers on the Night in Viewers and Young Adults in 1 Year
ABC's "The Bachelorette" Wins its Time Slot in Total Viewers and Adults 18-49, Matching a Summer High Performance in Both Measures
"The Bachelorette" Stands as Monday's No. 1 Program in Adults 18-49
Season Finale of "Here Come the Newlyweds" Wins at 10pm in Key Adult and Women Demos, Ranking No. 1 in Women 18-34 in 6 of its 7 Telecasts of the Season
Monday Night (8:00-11:00 p.m.)
Winning the night in young adults for the 3rd week in a row, ABC's Monday lineup matched its best summer numbers in Total Viewers (6.9 million) and Adults 18-49 (2.4/7) in 1 year � since 7/7/08. Further, ABC attracted its second-largest non-sports audience of the summer since 2005 � since 8/15/05.
"The Bachelorette" (8:00-10:00 p.m.)
The season's penultimate episode of "The Bachelorette" equaled a summer-best performance in both Total Viewers (7.9 million) and Adults 18-49 (2.7/8). The unscripted ABC series won its time period in viewers for the 4th week running, while taking the top spot in Adults 18-49 for the 5th time in the last 6 weeks.
� "The Bachelorette" stood as Monday's No. 1 program among Adults 18-49 (tie) for the first time this season. In addition, the program was the night's No. 1 program Adults 18-34 (2.4/8), Women 18-34 (3.5/11) and Women 18-49 (3.9/11) for the 5th time in its last 6 telecasts.
"Here Come the Newlyweds" (10:00-11:00 p.m.)
The season finale of ABC's "Here Come the Newlyweds" won the 10 o'clock hour among Adults 18-49 (2.0/6), as well as Adults 18-34 (1.8/6), Women 18-34 (2.5/8) and Women 18-49 (2.8/8). In fact, the unscripted ABC series ranked No. 1 its time period among Women 18-34 for the 3rd straight week and in 6 of its 7 regular telecasts of the season.
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 32% currently, from 25% 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), 7/13/09.