Quick Take for Monday, August 23, 2010
(Fast Affiliate Live + Same Day Ratings)
ABC is No. 1 on Monday in Adults 18-49 Among the Major Nets for the 12th Consecutive Week
and Up on the Year-Ago Night for the 4th Week in a Row
ABC's "Bachelor Pad" is No. 1 in its Time Period and Stands as
Monday's No. 1 Program Among Key Women Demos
"Dating in the Dark" is Up Week to Week and Over ABC's Year-Ago
10pm Performance in Both Total Viewers and Adults 18-49
Monday Night (8:00-11:00 p.m.)
With its lineup of "Bachelor Pad" and "Dating in the Dark," ABC ranked No. 1 on Monday among the major networks in Adults 18-49 (1.9/5-tie) for the 12th consecutive week. ABC was a solid No. 1 overall, topping NBC with its broadcast of the "2010 Miss Universe Pageant", across all key Women demographics: W18-34 (2.4/7), Women 18-49 (2.6/7) and Women 25-54 (2.9/7).
· ABC improved on the same Monday last summer (8/24/09) by 46% in Adults 18-49 (1.9/5 vs. 1.3/4), up year to year for the 4th Monday in a row and for the 10th time on the last 11 weeks.
"Bachelor Pad" (8:00-10:00 p.m.)
"Bachelor Pad" posted week-to-week increases of 7% in Total Viewers (5.9 million vs. 5.5 million) and 5% in Adults 18-49 (2.0/6 vs. 1.9/6). The freshman unscripted series won its 2-hour time period for the 3rd week in a row among Women 18-49 (2.9/8) and Women 25-54 (3.2/8).
· "Bachelor Pad" was Monday's No. 1 TV program in Women 18-34 (2.7/8) and 18-49 (2.9/8-tie).
· "Bachelor Pad" improved on ABC's year-ago performance in the time period by 2.2 million viewers (5.9 million vs. 3.7 million) and by 43% in Adults 18-49 (2.0/6 vs. 1.4/4).
"Dating in the Dark" (10:00-11:00 p.m.)
ABC's "Dating in the Dark" saw gains over the prior week by 11% in Total Viewers (4.1 million vs. 3.7 million) and by 7% in Adults 18-49 (1.6/4 vs. 1.5/4).
· "Dating in the Dark" was up over ABC's year-ago time period performance in Total Viewers (+17% - 4.1 million vs. 3.5 million) and Adults 18-49 (+60% - 1.6/4 vs. 1.0/3).
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), 8/23/10.