[03/22/10 - 10:04 AM]
ABC Earns No. 2 on Sunday Among Adults 18-49 and Across All Key Women
ABC spins the numbers for Sunday, March 21.

[via press release from ABC]

Quick Take for Sunday March 21, 2010 (Fast Affiliate Live + Same Day Ratings)

ABC Earns No. 2 on Sunday Among Adults 18-49 and Across All Key Women

ABC's "Thin Ice" Grows from Part 1 to Part 2 Among Viewers and Young Adults

From 8-9pm, ABC's "Home Edition" Ranks as the Second-Most-Watched TV Show

"Housewives" Stands as Sunday's No. 1 Scripted TV Show for its 5th Straight Airing

ABC's Special Preview of "Jamie Oliver's Food Revolution" is No. 1 in Women 18-34

Sunday Night (7:00-11:00 p.m.)

Opposite CBS' NCAA Basketball Tournament-boosted lineup with an approximate 50-minute overrun into prime, ABC earned the No. 2 position on Sunday night among Adults 18-49 (2.1/6-tie) and across each of the key Women demographics: W18-34 (2.3/7), W18-49 (2.7/7) and W25-54 (3.3/8).

"Thin Ice" (7:00-8:00 p.m.)

Part 2 of the ABC's ice skating special, "Thin Ice," was up over Friday's Part 1 (8:00-9:00 p.m.) by 5% in Total Viewers (4.3 million vs. 4.1 million) and by 17% among Adults 18-49 (0.7/2 vs. 0.6/2).

"Extreme Makeover: Home Edition" (8:00-9:00 p.m.)

ABC's "Extreme Makeover: Home Edition" (7.4 million) ranked as the second-most-watched show in the 8 o'clock hour to CBS' NCAA Basketball Tournament-fueled "Amazing Race XVI," outdrawing Fox's "The Simpsons"/"The Cleveland Show" by 2.0 million viewers (5.4 million) and NBC's "Minute to Win It" by 2.2 million viewers (5.2 million). "Home Edition" also bested NBC's "Minute to Win It" in the hour by 11% in Adults 18-49 (2.0/5 vs. 1.8/5).

"Desperate Housewives" (9:00-10:00 p.m.)

Opposite competition in the 9 o'clock hour, including CBS' "Undercover Boss," NBC's "The Apprentice" and Fox's "Family Guy"/"Sons of Tucson", ABC's "Desperate Housewives" took second to CBS with Total Viewers (10.8 million) and Adults 18-49 (3.5/8) and led its time slot across all key Women (W18-34/W18-49/W25-54). Among Adults 18-49, "Housewives" (3.5/8) defeated Fox's comedy block by 30% (2.7/7) and beat out NBC's first hour of a 2-hour "Celebrity Apprentice" by an even wider margin this week of 46% (2.4/6). "Housewives" stood as Sunday's No. 1 scripted TV show for its 5th consecutive broadcast in viewers and young adults.

"Jamie Oliver's Food Revolution - SP" (10:00-11:00 p.m.)

During the 10 o'clock hour opposite the second hour of NBC's "Celebrity Apprentice" and CBS' "Cold Case," ABC's special preview of "Jamie Oliver's Food Revolution" drew an average audience of 6.2 million viewers, finishing No. 1 in its hour with Women 18-34 (2.6/7-tie). Please Note: "Jamie Oliver's Food Revolution" moves to its regular Friday 9:00-10:00 p.m. time period this coming Friday (3/26/10).

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), 3/21/10.

  [march 2010]  


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