Quick Take for Sunday, September 11, 2011
(Fast Affiliate Live + Same Day Ratings)
Building Sharply on its Lead-in Against the "Sunday Night Football" Opener,
ABC's "20/20" 9/11 Special is the Top Non-Sports Program in the 10pm Hour
ABC's "A Special Edition of 20/20 - Remembrance and Renewal: 10 Years After the
9/11 Attacks" More than Doubles the Net's Numbers in the Time Slot Year to Year
"20/20 SP Edition - Remembrance and Renewal: 10 Years After the 9/11 Attacks" (10:00-11:00 p.m.)
Building on its lead-in by wide margins in viewers (+25% - 5.5 million vs. 4.4 million) and young adults (+60% - 1.6/4 vs. 1.0/2) opposite the conclusion of NBC's record-setting "Sunday Night Football" season premiere game (Dallas Cowboys-NY Jets), ABC's "A Special Edition of 20/20 - Remembrance and Renewal: 10 Years After the 9/11 Attacks" registered as the top non-sports program in the 10 o'clock hour.
· Despite airing against the big NFL contest, the special "20/20" improved its time period week to week with viewers (+2%) and key Adults (+23% in AD18-49/+24% in AD25-54), delivering ABC's top Adult 25-54 number (2.1/5) in the hour in 4 weeks - since 8/14/11.
· The ABC newsmagazine special more than doubled the Net's numbers in the hour year to year among Total Viewers (+162%), Adults 18-49 (+129%) and Adults 25-54 (+163%), outperforming original programming on the year-ago night ("The Gates" = 2.1 million, 0.7/2 in AD18-49 and 0.8/2 in AD25-54).
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 42% currently, from 38% 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), 9/11/11.