Quick Take for Wednesday, April 6, 2011
(Fast Affiliate Live + Same Day Ratings)
ABC's Back-to-Back "The Middle" Repeats from 8-9pm Continue to Defeat NBC's
Original "Minute To Win It" by Sizeable Margins in Viewers and Young Adults
ABC's Replay "Modern Family" Towers Over its Repeat Competition on NBC, Generating Improved Year-to-Year Returns in Total Viewers and Adults 18-49
ABC's "Mr. Sunshine" Surges Week to Week in Total Viewers and Adults 18-49
During its Freshman Season Run, ABC's "Off the Map" Improves its Time Period
Year to Year for the Net by Double-Digit Percentages in Viewers and Adults 18-49
"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" continued to outperform NBC's original "Minute To Win It" by wide margins, outdelivering the NBC gamer by 39% in Total Viewers (4.6 million vs. 3.3 million) and by 30% in Adults 18-49 (1.3/4 vs. 1.0/3).
"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 encore "Modern Family" defeated its repeat competition by big advantages, besting NBC's "Law & Order: SVU" in Total Viewers (+77% - 5.3 million vs. 3.0 million) and Adults 18-49 (+150% - 2.0/5 vs. 0.8/2).
· The "Modern Family" replay was up year to year in both viewers and young adults (5.1 million and 1.9/5 on 4/7/10).
"Mr. Sunshine" (9:30-10:00 p.m.)
In the 9:30 p.m. half-hour, despite going up against the "Idol"-fueled debut of "Breaking In," ABC's "Mr. Sunshine" surged week to week by 15% in Total Viewers (4.6 million vs. 4.0 million) and by 14% in Adults 18-49 (1.6/4 vs. 1.4/4).
· "Mr. Sunshine" boosted the time period year to year for ABC by 28% in Total Viewers and by 14% Adults 18-49 (3.6 million and 1.4/4).
"Off the Map" (10:00-11:00 p.m.)
On average during its freshman season run in the 10 o'clock hour against stiff drama competition on CBS and NBC, "Off the Map" improved the time period year to year for ABC by double-digit percentages in Total Viewers (+17% - 6.3 million vs. 5.4 million) and Adults 18-49 (+10% - 2.2/6 vs. 2.0/5) over original drama programming last season ("Ugly Betty").
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), 4/6/11.