[10/19/10 - 01:51 PM]
ABC Wins Monday Night in Total Viewers for the 5th Consecutive Week
ABC spins the numbers for Monday, October 18.

[via press release from ABC]

Quick Take for Monday, October 18, 2010 (National Live + Same Day Program Ratings)

ABC Wins Monday Night in Total Viewers for the 5th Consecutive Week, Beating CBS by 6.2 Million Viewers and by 6% in Adults 18-49

"Dancing with the Stars" Leads its 2-Hour Time Slot in Viewers and Adults 18-49, Beating CBS' Comedy Block by 9.2 Million Viewers and by 14% in Young Adults

ABC's "Castle" Outdraws CBS' "Hawaii Five-0" in Viewers for the First Time Ever

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

ABC won Monday night in Total Viewers for the 5th consecutive week. During prime, ABC outperformed CBS by 6.2 million viewers (16.6 million vs. 10.4 million) and by 6% in Adults 18-49 (3.5/9 vs. 3.3/9).

· Growing its Monday results year to year for the 5th week in a row, ABC was up over the same night last season by 2.1 million viewers and by 9% in Adults 18-49 (14.5 million and 3.2/8 on 10/19/09).

"Dancing with the Stars" (8:00-10:01 p.m.)

ABC's "Dancing with the Stars" led its 2-hour time period in Total Viewers (19.3 million) and Adults 18-49 (4.0/10), taking the top spot in viewers for the 5th time in as many weeks. "DWTS" defeated CBS' original comedy block (10.1 million & 3.5/9) by 9.2 million viewers and by 14% in Adults 18-49.

· Season to date, "DWTS" is improving substantially over its year-ago averages by 3.3 million viewers (20.7 million vs. 17.4 million) and by 21% among Adults 18-49 (4.6/11 vs. 3.8/9).

"Castle" (10:01-11:00 p.m.)

ABC's "Castle" outdrew CBS's high-profile reboot, "Hawaii Five-0," for the first-time ever in Total Viewers (11.0 million vs. 10.9 million). In addition, "Castle" beat the CBS drama across all key Women demographics (W18-34/W18-49/W25-54) for the 2nd week in a row.

· ABC's "Castle" topped NBC's "Chase" for the 5th week in a row in both Total Viewers (+112% � 11.0 million vs. 5.2 million) and Adults 18-49 (+56% - 2.5/7 vs. 1.6/4).

· "Castle" was up over its performance on the same night last year for the 5th straight telecast, growing by 13% in Total Viewers and by 4% in Adults 18-49 (9.7 million and 2.4/6 on 10/19/09). In fact, compared to the same point last season, "Castle" is up by 1.4 million viewers (11.8 million vs. 10.4 million) and by 11% in Adults 18-49 (3.0/8 vs. 2.7/7).

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 33% 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: The Nielsen Company (National, Live + Same Day Program Ratings), 10/18/10.

  [october 2010]  


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