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[03/07/11 - 08:58 AM]
ABC's "Secret Millionaire" Opens Big
ABC spins the numbers for Sunday, March 6.

[via press release from ABC]

ABC's "Secret Millionaire" Opens Big

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

Bolstered by a big turnout for the premiere of Secret Millionaire and strong gains for Housewives and Brothers & Sisters, ABC won Sunday evening in Adults 18-49, beating out runner-up CBS by 13%.

· ABC generated its most-watched Sunday since May with regular programming on the night - since 5/16/11.

Launching from its lead-in at 8pm in Total Viewers (+4.8 million) and Adults 18-49 (+83%), ABC's debut of Secret Millionaire opened as Sunday's most-watched TV show overall (12.6 million). In addition it was the night's #2 TV show in Adults 18-49 (3.3/9), behind only ABC's Desperate Housewives (3.4/8), which hit a 8-week high in the key sales demo.

· Towering over Sunday's 8 o'clock hour, ABC's Secret Millionaire defeated its nearest competition (CBS' Amazing Race) by 2.8 million viewers and by 22% in Adults 18-49. In addition, it beat out its debut competition in the hour on NBC, more than doubling America's Next Great Restaurant by 8.0 million viewers and by 106% in Adults 18-49. A good sign for future viewing, the new ABC unscripted show gained audience throughout its telecast.

· Excluding only Olympic and Super Bowl-led debuts, Secret Millionaire stood as TV's biggest unscripted midseason premiere in 3 years with Total Viewers and Adults 18-49 - since 3/2/08.

· Secret Millionaire generated ABC's largest audience with regular programming in the time period since March 2008 and its top Adult 18-49 number since November 2009 - since 3/30/08 and 11/15/09.

Quick Take for Sunday, March 6, 2011 (Fast Affiliate Live + Same Day Ratings)

ABC Wins Sunday Evening in Adults 18-49 and Produces its Biggest Overall Audience on the Night with Regular Programming Since May

ABC's "AFHV" Finishes No. 1 in Adults 18-49 for its 2nd Consecutive Telecast

ABC's "Secret Millionaire" Debut Soars from its Lead-in and Gains Audience Throughout its Telecast to Emerge as Sunday's Most-Watched TV Show Overall

Sunday's No. 1 TV Show in Adults 18-49, ABC's "Housewives" Achieves 8-Week Highs Among Total Viewers and Adults 18-49

Posting Double-Digit Percentage Increases Over its Most-Recent Telecast, ABC's "Brothers & Sisters" Turns in its Strongest Results Since Early January

Sunday Night (7:00-11:00 p.m.) Bolstered by a big turnout for the premiere of "Secret Millionaire" and strong gains for "Desperate Housewives" and "Brothers & Sisters," ABC won Sunday evening in Adults 18-49, beating out runner-up CBS by 13% (2.7/7 vs. 2.4/6).

· ABC generated its most-watched Sunday since May with regular programming on the night (9.8 million) - since 5/16/10.

"America's Funniest Home Videos" (7:00-8:00 p.m.)

ABC's "America's Funniest Home Videos" placed No. 1 among Adults 18-49 (1.8/6) during the 7 o'clock hour for its 2nd straight telecast.

"Secret Millionaire" (8:00-9:00 p.m.)

Launching from its lead-in at 8:00 p.m. in Total Viewers (+4.8 million) and Adults 18-49 (+83%), ABC's debut of "Secret Millionaire" opened as Sunday's most-watched TV show overall (12.6 million). In addition it was the night's No. 2 TV show in Adults 18-49 (3.3/9), behind only ABC's "Desperate Housewives."

· Towering over Sunday's 8 o'clock hour, ABC's "Secret Millionaire" defeated its nearest competition (CBS' "Amazing Race XVIII" = 9.8 million and 2.7/7) by 2.8 million viewers and by 22% in Adults 18-49. In addition, it beat out its debut competition in the hour on NBC, more than doubling "America's Next Great Restaurant" (4.6 million and 1.6/4) in viewers (+196%) and Adults 18-49 (+106%). A good sign for future viewing, the new ABC unscripted show gained audience throughout its broadcast.

· Excluding only Olympic and Super Bowl-led debuts, ABC's "Secret Millionaire" stood as TV's biggest unscripted midseason premiere in 3 years with Total Viewers and Adults 18-49 - since 3/2/08.

· "Secret Millionaire" generated ABC's largest audience with regular programming in the time period since March 2008 and its top Adult 18-49 number since November 2009 - since 3/30/08 and 11/15/09.

"Desperate Housewives" (9:00-10:00 p.m.)

Sunday's No. 1 TV show in Adults 18-49, ABC's "Desperate Housewives" won the 9 o'clock hour in both Total Viewers (11.3 million) and Adults 18-49 (3.4/8), beating out second-place CBS' "Undercover Boss" (10.9 million and 2.7/7) by 26% in the key young adult sales demo .

· Surging over its most-recent airing two weeks ago, ABC's "Desperate Housewives" achieved 8-week highs in viewers and young adults - since 1/9/11.

"Brothers & Sisters" (10:00-11:00 p.m.)

Up by 10% in Total Viewers (7.5 million vs. 6.8 million) and by 16% in Adults 18-49 (2.2/6 vs. 1.9/5) from its last telecast (on 2/20/11), ABC's "Brothers & Sisters" generated its best numbers since the beginning of January - since 1/9/11.

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 40% currently, from 36% 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), 3/6/11.





  [march 2011]  
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· AMAZING RACE, THE (CBS)
· BROTHERS & SISTERS (ABC)
· DESPERATE HOUSEWIVES (ABC)
· SECRET MILLIONAIRE (ABC)





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