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[07/06/10 - 08:52 AM]
ABC Wins 5th Straight Monday
ABC spins the numbers for Monday, July 5.

[via press release from ABC]

ABC Wins 5th Straight Monday

Some early ABC points, ahead of the regular press release.

On the Monday of the extended 4th of July holiday weekend, ABC finished as the most-watched network overall for the 3rd week in a row and ranked #1 in Adults 18-49 for the 5th consecutive Monday. In fact ABC is registering its longest Adult 18-49 winning streak on the night in more than 3 years. The Network topped its nearest primetime competition (CBS) by 13% in Total Viewers (7.8 million vs. 6.9 million) and by 33% in Adults 18-49 (2.4/7 vs. 1.8/5).

Please Note: With the observation of the 4th of July holiday falling on Monday, overall TV usage levels declined week-to-week, as Households Using Television during primetime dropped to 57.5% from 58.7% on 6/28/10.

· Building its overall Monday audience year to year for the 6th week in a row, ABC was up from the same night last year in viewers and young adults (6.6 million and 2.3/7 on 7/6/09).

ABC's The Bachelorette ranked a strong #1 in its time period for the 6th week running, beating its closest 8-10pm competition (CBS) by 2.3 million viewers (9.1 million vs. 6.8 million) and by 35% (2.7/8 vs. 2.0/6). The veteran ABC unscripted series won all 4 of its half-hours in viewers and young adults. During its final half-hour (9:30-10pm), featuring Chris Harrison's interview with Jake and Vienna, The Bachelorette drew an average audience of 10.1 million viewers and 3.2/9 in Adults 18-49.

· The Bachelorette registered as Monday's #1 TV show in Adults 18-49 for the 4th week in a row, and for the 6th week running stood the evening's dominant #1 television program across all key Women demographics (W18-34/W18-49/W25-54).

· On average, The Bachelorette is up over its performance at the same point last year by 1.2 million viewers and by 7% in Adults 18-49.

ABC's True Beauty ranked #1 in the 10 o'clock hour for the 4th week in a row with key Women (W18-49/W25-54).

· On average, True Beauty is growing its time period this summer for ABC by 6% in Total Viewers.

Quick Take for Monday, July 5, 2010 (Fast Affiliate Live + Same Day Program Ratings)

ABC is Monday's No. 1 Net for the 5th Straight Week, Registering its Longest Winning Streak on the Night Among Young Viewers in More Than 3 Years

ABC's "The Bachelorette" Wins its Time Period for the 6th Straight Week in Total Viewers and Young Adults, Ranking No. 1 in Each Half-Hour

On Average Year to Year, "The Bachelorette" is Up By 1.2 Million Viewers and by 7% in Adults 18-49

At 10pm, "True Beauty" is No. 1 Women 18-49 and Women 25-54 for the 4th Consecutive Week

Monday Night (8:00-11:00 p.m.)

On the Monday of the extended 4th of July holiday weekend, ABC finished as the most-watched network overall for the 3rd week in a row and ranked No. 1 in Adults 18-49 for the 5th consecutive Monday. In fact, ABC is registering its longest Adult 18-49 winning streak on the night in more than 3 years - since April-May 2007. The Network topped its nearest primetime competition (CBS) by 13% in Total Viewers (7.8 million vs. 6.9 million) and by 33% in Adults 18-49 (2.4/7 vs. 1.8/5).

· Building its overall Monday audience year to year for the 6th week in a row, ABC was up from the same night last year in viewers and young adults (6.6 million and 2.3/7 on 7/6/09).

Please Note: With the observation of the 4th of July holiday falling on Monday, overall TV usage levels declined week-to-week, as Households Using Television during primetime dropped to 57.5% from 58.7% on 6/28/10.

"The Bachelorette" (8:00-10:00 p.m.)

ABC's "The Bachelorette" ranked a strong No. 1 in its time period for the 6th week running, beating its closest 8:00-10:00 p.m. competition (CBS) by 2.3 million viewers (9.1 million vs. 6.8 million) and by 35% in Adults 18-49 (2.7/8 vs. 2.0/6). The veteran ABC unscripted series won all 4 of its half-hours in viewers and young adults. During its final half-hour (9:30-10:00 p.m.), featuring Chris Harrison's interview with Jake and Vienna, "The Bachelorette" drew an average audience of 10.1 million viewers and 3.2/9 in Adults 18-49.

· "The Bachelorette" registered as Monday's No. 1 TV show in Adults 18-49 for the 4th week in a row, and for the 6th week running stood the evening's dominant No. 1 television program across all key Women demographics (W18-34/W18-49/W25-54).

· On average, "The Bachelorette" is up over its performance at the same point last year by 1.2 million (9.0 million vs. 7.8 million) viewers and by 7% in Adults 18-49 (3.0/9 vs. 2.8/8).

"True Beauty" (10:00-11:00 p.m.)

ABC's "True Beauty" ranked No. 1 in the 10 o'clock hour for the 4th week in a row with key Women (W18-49/W25-54).

· On average, "True Beauty" is growing its time period this summer for ABC by 6% in Total Viewers (5.1 million vs. 4.7 million).

·

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 37% currently, from 32% 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), 7/5/10.





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· BACHELORETTE, THE (ABC)
· TRUE BEAUTY (ABC)





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