Quick Take for Wednesday, July 6, 2011
(Fast Affiliate Live + Same Day Ratings)
More than Doubling its Lead-in and Gaining Audience Throughout its Broadcast,
ABC's Special "Primetime Nightline Casey Anthony: Not Guilty" Boosts its Time Slot
"Primetime Nightline" Drives ABC's Biggest Audience to the Hour in 5 Months
"Primetime Nightline Casey Anthony: Not Guilty" (10:00-11:00 p.m.)
More than doubling its lead-in audience (+116% - 5.4 million vs. 2.5 million) and building throughout its broadcast (5.3 million to 5.5 million) against NBC's "America's Got Talent"-fueled "Love in the Wild," ABC's special "Primetime Nightline Casey Anthony: Not Guilty" boosted its time period by strong margins week to week in Total Viewers (+1.2 million - 5.4 million vs. 4.2 million), Adults 18-49 (+8% - 1.3/4 vs. 1.2/3) and Adults 25-54 (+13% - 1.8/5 vs. 1.6/4). The program featured Barbara Walters' sit-down with Casey Anthony's lead lawyer Jose Baez in his first network interview since the jury acquitted his client of murder, manslaughter and child endangerment charges the previous day.
· The "Primetime Nightline" special drew ABC's biggest overall audience to the time period in 5 months - since 2/9/11.
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 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), 7/6/11.