Quick Take for Tuesday, March 9, 2010
(Fast Affiliate Live + Same Day Ratings)
Posting Substantial Increases Over the Year-Ago Night, ABC is Up Year to Year on Tuesday in Adults 18-49 for 6 Weeks in a Row
Shooting Up from its Lead-in and Building Throughout its Telecast, ABC's "Lost"
Dominates the 9pm Hour in Adults 18-49, Beating "NCIS: LA" and "Biggest Loser"
"Lost" is Tuesday's No. 1 Scripted TV Show in Adults 18-49 for 6 Straight Weeks
"Lost" Grows Week to Week in Both Total Viewers and Adults 18-49
Tuesday Night (8:00-11:00 p.m.)
Surging over the year-ago evening (3/10/09) by 1.8 million viewers (6.2 million vs. 4.4 million) and by 60% in Adults 18-49 (2.4/7 vs. 1.5/4), ABC marked year-to-year Tuesday gains for the 6th week running in the key young adult sales demo.
"Lost" (9:00-10:00 p.m.)
Opposite stiff original competition at 9:00 p.m. on CBS ("NCIS: LA") and NBC (second hour of a 2-hour "Biggest Loser"), ABC's "Lost" shot up over its lead-in by 5.3 million viewers (9.5 million vs. 4.2 million) and by 180% in young adults (4.2/11 vs. 1.5/4) and grew its audience throughout its broadcast. Despite CBS' (original "NCIS") and NBC's (first hour of "Biggest Loser") decided lead-in advantages coming into the time period, ABC's "Lost" finished a dominant No. 1 in the 9 o'clock hour with Adults 18-49 (4.2/11), outdelivering second-place "NCIS: LA" by 20% (3.5/9), third-place "Biggest Loser" by 24% (3.4/9) and fourth-place Fox's "Idol"-led "Glee" replay by 40% (3.0/8).
� "Lost" stood as Tuesday's No. 1 scripted TV show for the 6th straight week in Adults 18-49, Adults 18-34 and among key Men (M18-34/M18-49).
� "Lost" grew week to week in both Total Viewers (9.5 million vs. 9.3 million) and Adults 18-49 (4.2/11 vs. 4.1/10).
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 (Fast Affiliate, Live + Same Day Ratings), 3/9/10.