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[03/01/11 - 08:51 AM]
ABC Wins Monday with 14-Week Highs in Viewers and Young Adults
ABC spins the numbers for Monday, February 28.

[via press release from ABC]

ABC Wins Monday with 14-Week Highs in Viewers and Young Adults

Some early info on ABC's Monday, ahead of the regular press release.

ABC earned first place on Monday evening in Total Viewers and Adults 18-49, leading for the 2nd straight week in the key young adult sales demo. In addition, the Net finished #1 on Monday for the 6th week in a row across all key Women demographics (W18-34/W18-49/W25-54).

· Growing for the 2nd week in a row, ABC produced its strongest Monday in 14 weeks among Total Viewers and Adults 18-49 - since 11/22/10. The Net equaled a 5-month Monday high with Adults 18-34 - since 9/27/10.

Hitting season-highs in Total Viewers and Adults 18-49, ABC's The Bachelor won its 8-10pm time slot for the 2nd week running, beating out CBS' second-place comedy block by 1.1 million viewers and by 6% in young adults. In addition, The Bachelor led its 2-hour time period among Adults 18-34 for the 5th consecutive week and registered as Monday's #1 TV series overall with key Women (W18-34/W18-49) for the 9th week in a row. The 12th-season cast of ABC's Dancing with the Stars was announced during the second hour of The Bachelor.

ABC's Castle won the 10 o'clock hour Total Viewers and Adults 18-49. ABC's Castle defeated NBC's original Harry's Law by best-ever margins in Total Viewers (+11%) and 56% in Adults 18-49 (+56%). In addition, the ABC drama won the hour with Women 18-34 for its 6th straight airing. Also worth noting, Castle grew from its lead-in across all key Men (M18-34/M18-49/M25-54).

· Building by 1.1 million viewers and by 8% in Adults 18-49 over the prior week with its 2nd straight week of gains, ABC's Castle drew its biggest audience since the beginning of November and posted its highest young adult number since the end of October - since 11/8/10 and 10/25/10, respectively.

Quick Take for Monday, February 28, 2011 (Fast Affiliate Live + Same Day Ratings)

ABC is No. 1 on Monday in Total Viewers and Adults 18-49, Turning in its Strongest Numbers on the Night in 14 Weeks

Hitting Season Highs, "The Bachelor" Leads its Time Period In Total Viewers and Adults 18-49 for the Second Week in a Row

ABC's "Castle" Defeats NBC's "Harry's Law" by Best-Ever Margins in Total Viewers and Adults 18-49

"Castle" Draws its Largest Audience Since November and Best Adults 18-49 Number Since October

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

ABC earned first place on Monday evening in Total Viewers (10.9 million) and Adults 18-49 (3.2/9), leading for the 2nd straight week in the key young adult sales demo. In addition, the Net finished No. 1 on Monday for the 6th week in a row across all key Women demographics (W18-34/W18-49/W25-54).

· Growing for the 2nd week in a row, ABC produced its strongest Monday in 14 weeks among Total Viewers and Adults 18-49 - since 11/22/10. The Net equaled a 5-month Monday high with Adults 18-34 (2.7/8) - since 9/27/10.

"The Bachelor" (8:00-10:00 p.m.)

Hitting season-highs in Total Viewers (11.2 million) and Adults 18-49 (3.4/9), ABC's "The Bachelor" won its 8:00-10:00 p.m. time slot for the 2nd week running, beating out CBS' second-place comedy block by 1.1 million viewers and by 6% in young adults (10.1 million & 3.2/9). In addition, "The Bachelor" led its 2-hour time period among Adults 18-34 (2.9/9) for the 5th consecutive week and registered as Monday's No. 1 TV series overall with key Women (W18-34/W18-49) for the 9th week in a row. The 12th-season cast of ABC's "Dancing with the Stars" was announced during the second hour of "The Bachelor."

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

ABC's "Castle" won the 10 o'clock hour in Total Viewers and Adults 18-49. ABC's "Castle" defeated NBC's original "Harry's Law" by best-ever margins in Total Viewers (+11% - 10.1 million vs. 9.1 million) and by 56% in Adults 18-49 (+56% - 2.8/8 vs. 1.8/5). In addition, the ABC drama won the hour with Women 18-34 (2.7/8) for its 6th straight airing. Also worth noting, "Castle" grew from its lead-in across all key Men (M18-34/M18-49/M25-54).

· Building by 1.1 million viewers and by 8% in Adults 18-49 over the prior week with its 2nd straight week of gains, ABC's "Castle" drew its biggest audience since the beginning of November and posted its highest young adult number since the end of October - since 11/8/10 and 10/25/10, respectively.

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 39% currently, from 35% at the same point in 2010. 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 (Fast Affiliate, Live + Same Day Ratings), 2/28/11.





  [march 2011]  
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· BACHELOR, THE (ABC)
· CASTLE (ABC)
· DANCING WITH THE STARS (ABC)
· HARRY'S LAW (NBC)





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