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[12/29/10 - 11:06 AM]
2010 is ABC Family's Most-Watched Year in Prime Across All Key Demos
ABC Family spins the numbers for the year to date.

[via press release from ABC Family]

Ratings Highlights for 2010 Final National Ratings

2010 is ABC Family's Most-Watched Year in Prime Across All Key Demos

Scores Highest Annual Competitive Prime Rank Ever in Women 18-49, Ranks No. 4 in Women 18-34 for the 4th Consecutive Year and Lands Top 10 or Higher for the 2nd Straight Year in Total Viewers, Adults 18-34 and Adults 18-49

Delivers Cable's Top 3 Scripted Series of the Year in Target Millennial Females With Seasons 3A and 2B of "The Secret Life of the American Teenager" and Newcomer "Pretty Little Liars"; "Secret Life's" Season 3A is Cable's No. 1 Scripted Series in Women 18-34, Ahead of Buzzed-About "The Walking Dead" on AMC

It's a December to Remember for ABC Family - Most-Watched Month in the Network's History in Prime in Total Viewers and Core Demos, Driven by Record-Setting "25 Days of Christmas" Event; Cable's No. 1 Network Across Key Females

4Q Wraps as ABC Family's Most-Watched Quarter on Record in Prime in Total Viewers and Key Demos; Scores Highest Competitive Quarter Rank Ever in Adults 18-34 and Matches Best Rank Ever in Women 18-49

The Walt Disney Company Holds 3 of Cable's Top 4 Networks in Prime in Total Viewers for the 4th Straight December, and 3 of the Top 10 Most-Watched Networks for the 2nd Straight Year

ABC Family - 2010

In another banner year, 2010 wrapped as ABC Family's most-watched year on record in Prime in Total Viewers (1.44 million), Adults 18-34 (364,000), Adults 18-49 (654,000) and Viewers 12-34 (580,000), as well as across key Women 18-34 (244,000), Women 18-49 (421,000) and Females 12-34 (398,000), posting solid gains year to year.

2010 marked ABC Family's 7th consecutive year of growth in Prime in Total Viewers, Adults 18-34, Women 18-49 and Viewers 12-34, and 5th straight year in Women 18-34 and Females 12-34. In fact, the network has nearly doubled its Prime audience in Total Viewers (+81% - 1.44 million vs. 797,000) over the past 7 years and more than doubled in Adults 18-34 (+125% - 364,000 vs. 162,000) and Viewers 12-34 (+114% - 580,000 vs. 271,000).

"With 2010 marking seven consecutive years of record ratings growth, ABC Family continues its streak as a top 10 cable network," said Michael Riley, president, ABC Family. "The network's success has been driven by our brand-defining programming and original scripted fare, including 'The Secret Life of the American Teenager' and 'Pretty Little Liars.' Our focus in 2011 will be to continue to build upon these successes and keep the emphasis on the great story-telling that resonates so strongly with our Millennial viewers."

Competitively, ABC Family earned its highest annual Prime rank ever in Women 18-49 (No. 4), and placed No. 4 in Women 18-34 for the 3rd consecutive year. Moreover, the network finished among cable's Top 10 networks in Prime for the 2nd straight year in Total Viewers (No. 10), Adults 18-34 (No. 8) and Adults 18-49 (No. 9).

2010 Program and Daypart Highlights

ABC Family continued to be a key player in original programming, delivering the year's Top 3 scripted cable series in core Millennial Females 12-34 with seasons 2B (1/11/10-3/22/10) and 3A (6/7/10-9/6/10) of "The Secret Life of the American Teenager" and break-out hit "Pretty Little Liars," and 3 of cable's Top 4 scripted series among Women 18-34, fronted by the No. 1 series, "Secret Life" (3A season), which surpassed buzzed-about "The Walking Dead" on AMC by a notable 7%.

· Among Females 12-34, ABC Family delivered the year's Top 3 scripted cable series with season 2B of "The Secret Life of the American Teenager" (2.02 million/4.4 rating), newcomer "Pretty Little Liars" (1.91 million/4.2 rating) and season 3A of "Secret Life" (1.86 million/4.0 rating).

· Among Women 18-34, ABC Family held 3 of the year's Top 4 scripted cable series with season 3A of "Secret Life" (No. 1 - 1.08 million/3.2 rating), season 2B of "Secret Life" (No. 3 - 969,000/2.9 rating) and "Pretty Little Liars" (No. 4 - 960,000/2.8 rating).

· Year to year in Prime, ABC Family delivered across-the-board growth, including by 6% in Total Viewers (1.44 million vs. 1.36 million), by 11% in Adults 18-34 (364,000 vs. 329,000), by 7% in Adults 18-49 (654,000 vs. 614,000) and by 6% in Viewers 12-34 (580,000 vs. 545,000).

· Notably, for the 2nd straight year The Walt Disney Company held 3 of cable's Top 10 networks in Prime with Disney Channel (No. 2 - 2.57 million), ESPN (No. 3 - 2.40 million) and ABC Family (No. 10 - 1.44 million).

25 Days of Christmas (12/1/10-12/25/10)

ABC Family's 13th annual "25 Days of Christmas 2010" wrapped as the event's most-watched stunt on record across the board: Total Viewers (2.80 million), Adults 18-34 (646,000), Women 18-34 (407,000), Adults 18-49 (1.21 million), Women 18-49 (747,000), Viewers 12-34 (914,000) and Females 12-34 (575,000).

· ABC Family ranked No. 1 vs all cable from 7:00-10:00 p.m. among Women 18-34, Women 18-49 and Viewers 12-34, and No. 2 in Adults 18-34 and Adults 18-49, behind only ESPN.

· Year to year, ABC Family's event saw solid percent increases across the board, including by 19% in Total Viewers (2.80 million vs. 2.36 million), by 28% in Adults 18-34 (646,000 v. 505,000), by 14% in Adults 18-49 (1.21 million vs. 1.06 million) and by 25% in Viewers 12-34 (914,000 vs. 732,000).

ABC Family - December 2010 (11/29/10-12/26/10)

Driven by its record-setting 13th annual "25 Days of Christmas" programming event, December '10 wrapped as ABC Family's most-watched month ever in Prime in Total Viewers (2.56 million), Adults 18-34 (615,000), Adults 18-49 (1.14 million) and Viewers 12-34 (869,000) and across its 3 target female demos: Women 18-34 (387,000), Women 18-49 (702,000) and Females 12-34 (546,000).

· Year to year, ABC Family experienced hefty double-digit percent gains in Prime across the board, including by 21% in Total Viewers (2.56 million vs. 2.11 million), by 34% in Adults 18-34 (615,000 vs. 459,000), by 18% in Adults 18-49 (1.14 million vs. 963,000) and by 28% in Viewers 12-34 (869,000 vs. 679,000).

· ABC Family ranked as cable's No. 1 network for the month in Women 18-34 (387,000/1.1 rating) and Women 18-49 (702,000/1.1 rating), No. 2 in Females 12-34 (546,000/1.2 rating), and No. 3 in Adults 18-34, Adults 18-49 and Viewers 12-34.

· In fact, for the 4th consecutive December, The Walt Disney Company owned 3 of cable's Top 4 networks in Total Viewers with ESPN (No. 1 - 3.86 million), Disney Channel (No. 3 -- 2.65 million) and ABC Family (No. 4 - 2.58 million).

· "Dr. Seuss' How the Grinch Stole Christmas" stood as the month's No. 1 cable movie among Adults 18-34 (1.32 million/1.9 rating), Women 18-34 (931,000/2.7 rating), Women 18-49 (1.39 million/2.1 rating), Viewers 12-34 (1.93 million/2.1 rating) and Females 12-34 (1.35 million/2.9 rating). Overall, the network held cable's Top 4 movies in Women 18-34, and 4 of the Top 5 among Women 18-49.

· The premiere of original movie "Christmas Cupid" ranked as the month's No. 2 cable movie in Women 18-34 (727,000/2.1 rating), Women 18-49 (1.25 million/1.9 rating) and Females 12-34 (1.18 million/2.6 rating).

· ABC Family also recorded its most-watched month on record in Total Day across the board: Total Viewers (1.25 million), Adults 18-34 (311,000), Women 18-34 (197,000), Adults 18-49 (564,000), Women 18-49 (354,000), Viewers 12-34 (441,000) and Females 12-34 (281,000).

· Versus year-ago levels, ABC Family posted its 7th straight month of year-to-year gains in Adults 18-34 (+24% - 311,000 vs. 250,000), with significant gains registered across all other key demos, including Total Viewers (+17% - 1.25 million vs. 1.07 million), Adults 18-34 (+24% - 311,000 vs. 250,000), Adults 18-49 (+16% - 564,000 vs. 488,000) and Viewers 12-34 (+20% - 441,000 vs. 369,000).

ABC Family - 4Q 2010 (9/27/10-12/26/10)

Also powered by a record-setting "25 Days of Christmas" programming campaign, 4Q 2010 finished as ABC Family's most-watched quarter on record in Prime in Total Viewers (1.66 million), Adults 18-34 (418,000), Adults 18-49 (753,000), Women 18-49 (466,000), and 2nd-most-watched quarter ever in Women 18-34 (264,000 - behind only 3Q10), posting solid double-digit percent increases year to year in the demos.

· Competitively, ABC Family achieved its highest quarter rank ever in Adults 18-34 (No. 5), tied its highest rank of all time in Women 18-49 (No. 4 - tied 4Q08), and ranked among cable's Top 5 networks in Women 18-34 (No. 4) and Females 12-34 (No. 4).

· "Dr. Seuss' How the Grinch Stole Christmas" stood as 4Q's No. 1 cable movie among Adults 18-34 (1.32 million/1.9 rating), Women 18-34 (931,000/2.7 rating), Women 18-49 (1.39 million/2.1 rating) and Females 12-34 (1.35 million/2.9 rating).

· Versus 4Q09, ABC Family climbed by an impressive 25% in Adults 18-34 (418,000 vs. 335,000), by 23% in Women 18-34 (264,000 vs. 215,000), by 12% in Adults 18-49 (753,000 vs. 674,000) and by 12% in Women 18-49 (466,000 vs. 416,000).

Source: Nielsen Media Research (National Ratings, 2010: 12/28/09-12/26/10, most current; 2009: 12/29/08-12/27/09, Live + 7, and as dated.





  [december 2010]  
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· CHRISTMAS CUPID (ABC FAMILY)
· PRETTY LITTLE LIARS (ABC FAMILY)
· SECRET LIFE OF THE AMERICAN TEENAGER, THE (ABC FAMILY)
· WALKING DEAD, THE (AMC)











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