[03/10/11 - 10:01 AM]
ABC's Repeat "Modern Family" is Wednesday's #1 Scripted TV Show
CBS spins the numbers for Wednesday, March 9.

[via press release from ABC]

Quick Take for Wednesday, March 9, 2011 (Fast Affiliate Live + Same Day Ratings)

In the 8 O'clock Hour, ABC's Back-to-Back Repeats of "The Middle" Outdeliver NBC's Encore "Minute To Win It" by 46% in Viewers and 40% in Adults 18-49

Posting its 2nd Highest-Ever Repeat Numbers Against an "American Idol," ABC's "Modern Family" Stands as Wednesday's No. 1 Scripted TV Show in Adults 18-49

In the 9:30pm Slot, ABC's "Mr. Sunshine" Ranks No. 2 to "Idol" in Adults 18-49

In the 10pm Hour, ABC's "Off the Map" Finishes No. 2 Against its CBS and NBC Drama Competition in Adults 18-49 and Improves its Time Period Year to Year

"The Middle"/"The Middle (8:00-9:00 p.m.)

From 8:00-9:00 p.m., against the first hour of Fox's "American Idol" and CBS' "Survivor: Redemption Island," ABC's back-to-back repeats of "The Middle" towered over NBC's replay "Minute To Win It" by 46% in Total Viewers (5.1 million vs. 3.5 million) and by 40% in Adults 18-49 (1.4/4 vs. 1.0/3).

"Modern Family" (9:00-9:30 p.m.)

Opposite the third half-hour of "Idol," ABC's repeat "Modern Family" took full control of its repeat competition among Adults 18-49 (2.3/6), defeating CBS' "Criminal Minds" by 28% (1.8/5) and NBC's "Law & Order: SVU" by 188% (0.8/2). In fact on the night, ABC's encore "Modern Family" outdelivered CBS' original "Criminal Minds: Suspect Behavior" (10:00-11:00 p.m.) to stand as Wednesday's No. 1 scripted TV show in the key young adult sales demo.

· In Total Viewers (6.2 million) and Adults 18-49 (2.3/6), "Modern Family" posted its 2nd highest-ever repeat numbers against an "American Idol."

"Mr. Sunshine" (9:30-10:00 p.m.)

In the 9:30 p.m. half-hour against the final segment of "Idol," ABC's "Mr. Sunshine" ranked No. 2 in Adults 18-49 (1.8/5-tie) and Men 18-49 (1.5/4). The new ABC comedy also took second against its network rivals in the time slot with Adults 18-34, Men 18-34 and Women 18-34.

"Off the Map" (10:00-11:00 p.m.)

ABC's "Off the Map" ran No. 2 against its CBS and NBC drama competition in the 10 o'clock hour among Adults 18-49 (1.4/4-tie), and No. 1 with Women 18-34 (1.5/5-tie).

· The ABC freshman drama continued to produce year-to-year growth for the Network, drawing 8% more viewers (4.3 million vs. 4.0 million on 3/10/10) to the hour than original programming on the same night last year.

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), 3/9/11.

  [march 2011]  


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