[03/10/10 - 08:42 AM]
ABC Is Up Year to Year on Tuesday in Adults 18-49 for 6 Weeks in a Row
ABC spins the numbers for Tuesday, March 9.

[via press release from ABC]

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.

  [march 2010]  


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