[03/31/11 - 10:05 AM]
ABC's Back-to-Back "The Middle" Repeats Grow in Viewers and Young Adults
ABC spins the numbers for Wednesday, March 30.

[via press release from ABC]

Quick Take for Wednesday, March 30, 2011 (Fast Affiliate Live + Same Day Ratings)

ABC's Back-to-Back "The Middle" Repeats Grow in Viewers and Young Adults, Beating Out NBC's Original "Minute To Win It" by Wide Margins from 8-9pm

ABC's Replay "Modern Family" Dominates its Repeat Competition on NBC in Viewers and Adults 18-49 and Beats CBS' Original "Criminal Minds" in Men 18-34

"Off the Map" Continues to Pull in a Larger Overall Audience to its Time Slot Year to Year for ABC, Improving the Hour for the 11th Time in 12 Telecasts

"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" defeated NBC's original "Minute To Win It" by 21% in Total Viewers (5.1 million vs. 4.2 million) and by 36% in Adults 18-49 (1.5/5 vs. 1.1/3).

· ABC's back-to-back "The Middle" replays built by double-digit percentages in viewers (+11%) and young adults (+25%) over their most-recent airing in the hour two weeks ago (4.6 million and 1.2/4 on 3/16/11).

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

At 9:00 p.m. opposite the third half-hour of "Idol" and CBS' original "Criminal Minds," ABC's repeat "Modern Family" dominated its repeat competition, topping NBC's "Law & Order: SVU" by substantial margins in Total Viewers (+64% - 5.4 million vs. 3.3 million) and Adults 18-49 (+122% - 2.0/5 vs. 0.9/2). In addition the rebroadcast ABC comedy tied CBS' original drama for No. 2 in its time period with Adults 18-34 (1.9/6) and Women 18-34 (2.4/7), while beating "Criminal Minds" with Men 18-34 (1.5/5 vs. 1.4/5).

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

From 10:00-11:00 p.m. against original drama competition on CBS ("Criminal Minds: Suspect Behavior") and NBC ("Law & Order: SVU"), ABC's "Off the Map" once again drew a larger overall audience to the hour year to year for ABC, growing the time period by 5% (4.2 million vs. 4.0 million) over the year-ago night with original drama programming ("Ugly Betty"). In fact it was the 11th time in 12 telecasts this season for ABC's "Off the Map" to generate year-over-year time-period improvement.

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), 3/30/11.

  [march 2011]  


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