Quick Take for Sunday, September 27, 2009
(Fast Affiliate Live + Same Day Ratings)
Jumping Sharply from its Lead-in at 8pm, ABC's "Home Edition" Produces its Top Viewer and Young Adult Numbers in 6 Months
6th-Season Opener of ABC's "Desperate Housewives" Stands as Sunday's
Most-Watched Entertainment Show and No. 1 Overall Across the Women Demos
On its 4th-Season Premiere, ABC's "Brothers & Sisters" Defeats its 10pm Drama Competition on CBS in Viewers and Young Adults and Ranks No. 1 in Key Women
"Extreme Makeover: Home Edition" (8:00-9:00 p.m.)
Building sharply on its lead-in (+3.2 million viewers and +48% in Adults 18-49) at 8:00 p.m. against stiff competition during its regular time period premiere, "Extreme Makeover: Home Edition" generated its best results in more than 6 months with Total Viewers (10.5 million) and Adults 18-49 (3.1/8-tie) � since 3/1/09 and 3/22/09, respectively.
"Desperate Housewives" (9:00-10:00 p.m.)
Opposite heavy competition on the night from sports-boosted CBS (NFL overrun) and NBC (Sunday Night Football) and Fox with the highly-anticipated "The Cleveland Show" debut, ABC's sixth-season premiere of "Desperate Housewives" stood as Sunday's most-watched entertainment program (13.2 million). Among Adults 18-49, the ABC show (4.5/11) beat out its non-sports competition on Fox ("Family Guy"/"American Dad" = 4.4/10) and CBS ("Amazing Race" = 3.3/8) in the 9 o'clock hour. "Housewives" dominated its slot with all key Women (W18-34/W18-49/W25-54), registering as Sunday's No. 1 television show on all 3 counts.
� "Desperate Housewives" held even with where it finished out last season, retaining all of its 2009 May Sweep audience among Adults 18-49 (4.5/11).
"Brothers & Sisters" (10:00-11:00 p.m.)
ABC's fourth-season premiere of "Brothers & Sisters" defeated its drama competition in the 10 o'clock hour, drawing a larger overall audience than "Cold Case" (9.3 million vs. 9.0 million) and leading the CBS program by 36% in Adults 18-49 (3.0/8 vs. 2.2/6). "Brothers & Sisters" finished No. 1 in the hour across all key Women demos (W18-34/W18-49/W25-54).
� Like its lead-in, "Brothers & Sisters" retained 100% of its Adult 18-49 audience from its 2009 May Sweep performance (3.0/8).
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 27% currently, from 19% at the same point
in 2007. 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), 9/27/09.