FROM FX RESEARCH:
Another SUPERB showing for American Horror Story!!! Last night's telecast surged to series highs in multiple demos: P/W 18-49, P/W 18-34, and W25-54. Additionally, AHS ranked as the most-watched program of the night in basic cable in persons and women 18-34, 18-49, and 25-54; and it ranked #2 behind South Park in all three key men demos. All data is Live+Same Day 000s unless otherwise indicated; complete data sets attached.
Week to Week Trending and Key Competition
In notching series highs in P/W 18-49, P/W 18-34 and W25-54 ? American Horror Story gained week to week virtually across the board. P18-49 advanced +13% (2,350 vs. 2,073) to rep its largest weekly percentage gain to date [eclipsing a +12% gain from Week 2 to 3]. Increases were driven by women (+9% to +22%). Men were up or down slightly, depending on the demo: M18-49 and M25-54 (+3% and +2%, respectively) and M18-34 (-5%).
· Additionally, in P/W 18-34, American Horror Story has posted consecutive weekly growth every week since Week 2 (P18-34: 1,189[P]>1,010>1,249 (+24%)>1,275 (+2%)>1,347 (+6%) >1,381 (+3%) >1,498 (+8%).
Rank for the Night
American Horror Story was the most-watched basic cable program of the night in persons and women 18-34, 18-49, and 25-54; and all three key men demos ranked #2 behind South Park.
· In P18-49, American Horror Story (2,350) ranked #1 ahead of South Park by +41% (1,670); American Dad by +98% (1,188); and Psych by +99% (1,180)
In W18-49, American Horror Story @ #1 (1,391) outperformed #2-ranked Psych by more than triple (668).
· In P18-34, AHS ranked #1 in the time period outright for the time first time ever (1,498) ? ahead of Revenge on ABC by +9% (1,371); CSI on CBS by +53% (977); Law & Order SVU on NBC by +53% (977); South Park/Nick Swardson on Comedy Central by +67% (896); and Real World on MTV by +89% (791).
AHS Quarter Hours
· P18-49: +10% (2,287>2,329>2,268>2,514)
· P18-34: +13% (1,436>1,486>1,448>1,623)
AHS Median Age/Audience Composition
· Median Age: Week 7 was 31, same as last week and two years younger than its norm (33).
· Gender Skew: percent (%) male/female split was 42/58 ? its most female-skewing telecast yet (47/53 norm).
Lead-in movie, Twilight was very solid, however it fell -22% in P18-49 from last week's stellar Taken (946 vs. 1,208). From there, AHS vaulted +148% (2,350 vs. 946) with W18-49 surging +123% and M18-49, +199%.
American Horror Story and Twilight ranked FX #1 or #2 for the night virtually across the board: #1 in P/W 18-49, P/W 18-34, and W25-54 and #2 in M18-49/18-34.
· In P18-49, FX (1,350) ranked #1 with a robust +38% advantage over #2-ranked TBS (979); +50% over #3-ranked A&E (903); +50% over #4-ranked USA (899).
Encore Telecast of Note: AHS's first encore repped its most-watched encore telecast to date (1,035/P18-49), outperforming its second most-watched encore by +14% (906, post series premiere on Oct. 5th). For a bit of added perspective to the "stellar-ness" of this delivery ? had this telecast aired in traditional prime (800 - 1100P), it would have ranked as the eighth-ranked program of the night in basic cable.
American Horror Story continues to pace as FX's most watched frosh series ever. With Week 4 of time shifted data added to its season average, AHS is FX's first frosh series to cross the three million P18-49 mark (3,076).