Quick Take for Monday, September 13, 2010
(Fast Affiliate Live + Same Day Ratings)
ABC is No. 1 on Monday Across All Key Women Demos,
Up by 28% in Viewers and 45% in Adults 18-49 Over the Year-Ago Night
Season Finale of ABC's "Bachelor Pad" Leads from 8-10pm in All Key Women Demos
On Average, "Bachelor Pad" Improves Net's Year-Ago Performance in the Time Period by Nearly 1.0 million Viewers and 40% in Adults 18-49
"Dating in the Dark" Season Closer is Up Week to Week in Viewers and Adults 18-49, Building on the Net's Year-Ago 10pm Averages During its Run in Key Adults Demos
Monday Night (8:00-11:00 p.m.)
ABC's lineup ranked No. 2 among the major networks on Monday in Adults 18-49 (1.6/4). ABC was No. 1 on Monday across all key Women demographics [Women18-34 (2.3/7), Women 18-49 (2.4/6) and Women 25-54 (2.8/7)], taking the top spot for the 17th consecutive Monday.
· ABC saw increases over the year-ago Monday (9/14/09) of 28% in Total Viewers (5.0 million vs. 3.9 million) and 45% in Adults 18-49 (1.6/4 vs. 1.1/3), up year to year among young adults for the 6th time in the last 7 weeks.
"Bachelor Pad" (8:00-10:00 p.m.)
The first season finale of ABC's "Bachelor Pad" led its 2-hour time period across each of the key Women demos: W18-34 (2.7/8), W18-49 (2.7/7) and W25-54 (3.2/8). In fact, "Bachelor Pad" led its time period in all 6 telecasts among Women 18-49 and Women 25-54. In addition, "Bachelor Pad" stood as Monday's No. 1 program among Women 18-34 and Women 18-49. Natalie Getz and David Good won the first season of "Bachelor Pad," splitting the $250,000 prize.
· On average during its 6-week run, "Bachelorette Pad" was up over the Net's 8:00-10:00 p.m. averages on the same nights the previous year by nearly 1.0 million viewers (6.2 million vs. 5.3 million) and by 40% in Adults 18-49 (2.1/6 vs. 1.5/4).
"Dating in the Dark" (10:00-11:00 p.m.)
The second season closer of ABC's "Dating in the Dark" grew over the previous week in both Total Viewers (+17% - 3.5 million vs. 3.0 million) and Adults 18-49 (+8% - 1.3/4 vs. 1.2/3).
· On average during its second season, "Dating in the Dark" improved ABC's numbers in the hour over the year-ago weeks by 33% in Adults 18-34 (1.2/4 vs. 0.9/3) and by 23% in Adults 18-49 (1.6/5 vs. 1.3/4).
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 38% 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), 9/13/10.