[03/09/10 - 11:13 AM]
ABC Monday Beats NBC by 3.8 Million Viewers and by 38% in Adults 18-49
ABC spins the numbers for Monday, March 8.

[via press release from ABC]

Quick Take for Monday, March 8, 2010 (National Live + Same Day Program Ratings)

ABC Monday Beats NBC by 3.8 Million Viewers and by 38% in Adults 18-49

"The Bachelor: Jason and Molly's Wedding" Builds in Viewers in Young Adults From Its First Hour to its Second Hour, Taking Second at 9pm, Beating Fox's "24" and NBC's "Trauma"

ABC's "Castle" Outperforms NBC's "Law & Order" By 3.9 Million Viewers and by 60% in Adults 18-49

Monday Night (8:00-11:00 p.m.) ABC's Monday drew 9.2 million viewers and a 2.6 rating, 7 share in Adults 18-49, beating NBC's all-original drama lineup by 3.8 million viewers and by 53% in Adults 18-49 (5.4 million & 1.7/5 in Adults 18-49). ABC won the night among Women 18-34 (3.5/10), taking the top spot for the 8th time in the last 10 weeks.

"The Bachelor: Jason and Molly's Wedding" (8:00-10:00 p.m.) ABC's special telecast of "The Bachelor: Jason and Molly's Wedding" attracted 9.3 million viewers and a 2.8 rating, 7 share in Adults 18-49. "The Bachelor" grew by 9% in Total Viewers (8.9 million viewers to 9.7 million) and by 12% in Adults 18-49 (2.6/7 to 2.9/8) from its first hour to its second hour. The unscripted special finished second in the 9 o'clock hour in viewers and young adults, defeating Fox's "House"-led "24" (8.9 million & 2.8/7) and NBC's original "Trauma" (4.8 million & 1.4/3).

"Castle" (10:00-11:00 p.m.)

ABC's "Castle" earned second place in the 10 o'clock hour to CBS' original "CSI: Miami," beating out NBC's original "Law & Order" by 3.9 million viewers (9.1 million vs. 5.2 million) and by 60% in Adults 18-49 (2.4/7 vs. 1.5/4).

· "Castle" built on its lead-in across each of the key Men demographics: M18-34/M18-49/M25-54.

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 36% currently, from 30% at the same point in 2009. 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 (National, Live + Same Day Ratings), 3/8/10.

  [march 2010]  

· 24 (FOX)

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