ABC's New Thursday Line-Up Wins All 3 Hours in Prime for the 2nd Straight Week

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

Heading into the 4th of July holiday weekend, ABC's new Thursday line-up ranked #1 for the night for the 2nd week running among Adults 18-49, beating Fox by 31%, CBS by 42% and NBC by 143%. In fact, for the 2nd straight week, ABC's programs won each of their respective time slots.

At 8pm, ABC's Wipeout led its time period for the 2nd consecutive week in both Total Viewers and Adults 18-49, beating its unscripted competition on Fox (So You Think You Can Dance) by 1.5 million viewers and by 19% in young adults. In fact, the ABC unscripted series qualified as Thursday's #1 TV program in Adults 18-49 for the 2nd straight week and was the top-rated broadcast program with Teens 12-17 and Kids 2-11.

During the 9 o'clock hour, ABC's Expedition Impossible took first place for the 2nd week in a row in Adults 18-49. Exhibiting impressive lead-in compatibility, the new unscripted series retained nearly all of its lead-in with Total Viewers (95%) and Adults 18-49 (95%), while holding onto 100% of its Wipeout lead-in with key Women (W18-34/W18-49) and Teens 12-17.

ABC's Rookie Blue finished first in Thursday's 10 o'clock hour in Adults 18-49 for the 2nd consecutive week. The ABC summer drama tripled NBC's Love Bites in Total Viewers, while doubling NBC's scripted competition in the key young adult demo. In addition, Rookie Blue improved the hour for ABC in viewers and young adults versus the year-ago night (Boston Med on 7/1/10).

Quick Take for Thursday, June 30, 2011 (Fast Affiliate Live + Same Day Ratings)

ABC Wins its 2nd Straight Thursday in Adults 18-49 with its New Summer Schedule

ABC's "Wipeout" is Thursday's No. 1 TV Program in Young Adults, Beating Fox's "So You Think You Can Dance" at 8pm by 19%

Exhibiting Impressive Lead-in Retention, ABC's "Expedition Impossible" Wins its Time Period for the 2nd Week in a Row in Adults 18-49

ABC's "Rookie Blue" is No. 1 at 10pm, Doubling NBC's "Love Bites" in Young Adults

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

Heading into the 4th of July holiday weekend, ABC's new Thursday lineup ranked No. 1 for the night for the 2nd week running among Adults 18-49 (1.7/6), beating Fox by 31% (1.3/4), CBS by 42% (1.2/4) and NBC by 143% (0.7/2). In fact, for the 2nd straight week ABC's programs won each of their respective time slots.

"Wipeout" (8:00-9:00 p.m.)

At 8:00 p.m., ABC's "Wipeout" led its time period for the 2nd consecutive week in both Total Viewers (6.5 million) and Adults 18-49 (1.9/7), beating its unscripted competition on Fox ("So You Think You Can Dance") by 1.5 million viewers and by 19% in young adults (5.0 million and 1.6/6). In fact, the ABC unscripted series qualified as Thursday's No. 1 TV program in Adults 18-49 for the 2nd straight week and was also the top-rated broadcast program with Teens 12-17 and Kids 2-11.

"Expedition Impossible" (9:00-10:00 p.m.)

During the 9 o'clock hour, ABC's "Expedition Impossible" took first for the 2nd week in a row in Adults 18-49 (1.8/6). Exhibiting impressive lead-in compatibility, the new unscripted series retained nearly all of its lead-in with Total Viewers (94%) and Adults 18-49 (95%), while holding on to 100% of its "Wipeout" lead-in with key Women (W18-34/W18-49) and Teens 12-17.

"Rookie Blue" (10:00-11:00 p.m.)

ABC's "Rookie Blue" finished first in Thursday's 10 o'clock hour in Adults 18-49 for the 2nd consecutive week. The ABC summer drama tripled NBC's "Love Bites" in Total Viewers (5.4 million vs. 1.8 million), while doubling its NBC scripted competition in the key young adult demo (1.4/4 vs. 0.7/2).

· "Rookie Blue" improved the hour for ABC in viewers and young adults versus the year-ago night ("Boston Med" on 7/1/10 = 5.3 million and 1.3/4).

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 41% 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), 6/30/11.