Quick Take for Monday, September 6, 2010
(Fast Affiliate Live + Same Day Ratings)
ABC is No. 1 on Monday in Adults 18-49 and All Key Women Demos,
Up by 17% in Viewers and 89% in Young Adults Over the Year-Ago Labor Day
Penultimate Telecast of ABC's "Bachelor Pad" Leads from 8-10pm in Young Adults and All Key Women, While Hitting Series Highs in Adults 18-34 and Women 18-34
"Dating in the Dark" Ranks No. 1 at 10pm Against CBS and NBC in Key Women
Monday Night (8:00-11:00 p.m.)
ABC's Labor Day lineup of "Bachelor Pad" and "Dating in the Dark" ranked No. 1 on Monday among Adults 18-49 (1.7/5-tie). In addition, ABC was No. 1 on Monday across all key Women demographics (Women18-34 (2.5/7), Women 18-49 (2.5/7) and Women 25-54 (2.7/7)], taking the top spot for the 16th Monday in a row.
· ABC improved on the year-ago Labor Day Monday (9/07/09) by 17% in Total Viewers (4.8 million vs. 4.1 million) and by 89% in Adults 18-49 (1.7/5 vs. 0.9/3).
"Bachelor Pad" (8:00-10:00 p.m.)
The season's penultimate telecast of ABC's "Bachelor Pad" led its 2-hour time period in Adults 18-49 (2.0/5). In addition, the freshman program won its time-slot and stood as Monday's No. 1 program across each of the key Women demos: W18-34 (2.9/8), W18-49 (2.9/7) and W25-54 (3.1/7). "Bachelor Pad" led its time period for the 5th week in a row among Women 18-49 and Women 25-54.
· "Bachelor Pad" matched a series high among Adults 18-34 (1.9/6), while hitting a series-high among Women 18-34 for the 2nd consecutive week.
"Dating in the Dark" (10:00-11:00 p.m.)
ABC's "Dating in the Dark" ranked No. 1 against its CBS and NBC competition in the hour among Women 18-34 (1.6/5) and Women 18-49 (1.7/5-tie).
· ABC's "Dating in the Dark" was up over the Net's year-ago performance in the hour by 9% in Adults 18-49 (1.2/3 vs. 1.1/3).
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), 9/6/10.