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[10/05/12 - 08:48 AM]
ABC's Thursday Surges Year to Year to Stand as the Biggest Gainer
ABC spins the numbers for Thursday, October 4.

[via press release from ABC]

ABC's Thursday Surges Year to Year to Stand as the Biggest Gainer

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

With its drama line up (Last Resort/Grey's Anatomy/Scandal), ABC was up over the year-ago Thursday (10/6/11) by double digits in viewers (+22%) and young adults (+19%), growing the most among the broadcast nets. In fact, Fox and NBC were both down sharply on the evening.

During the 8 o'clock hour opposite Fox's The X Factor and CBS' top-rated comedies (The Big Bang Theory/Two and a Half Men), ABC freshman Last Resort outdelivered NBC's established comedies (30 Rock premiere/Up All Night) by 4.7 million viewers and by 38% in Adults 18-49. Opposite strong competition, the Last Resort gained Adults 18-49 audience (+6%) from its first half-hour to its second half-hour. Based on initial DVR playback, Last Resort saw a big spike in time-shifted viewing, picking up 2.2 million viewers and jumping 36% in Adults 18-49 from L+SD to L+3.

· The new ABC drama continued to improve its time period year to year, dramatically boosting its hour by 2.0 million viewers and by 50% in Adults 18-49 over the same night last year with original drama programming (Charlie's Angels).

Doubling its lead-in at 9pm in Adults 18-49 (+106%), ABC's Grey's Anatomy dominated competition and qualified as Thursday's clear #1 drama for the 2nd consecutive week. Among young adults in the 9 o'clock hour, ABC's Grey's outpaced CBS' Person of Interest by 19%, Fox's Glee by 42% and NBC's comedies by 85% (The Office/Parks and Recreation). Additionally, Grey's finished as Thursday's highest-rated TV show for the 2nd week in a row with Women 18-34 and Women 18-49.

· Growing year to year for the 2nd week running, Grey's posted strong increases over the same night last year in viewers (+22%) and young adults (+19%).

Retaining 100% of its week-ago premiere numbers during the 10 o'clock hour, ABC's Scandal significantly closed the gap with CBS' Elementary week to week, while continuing tower over NBC's Rock Center with Brian Williams in Total Viewers (+100%) and Adults 18-49 (+91%). The sophomore ABC series ranked #1 in its slot for the 2nd straight Thursday in Women 18-34. A big beneficiary of DVR playback, the 10pm drama jumped up by 31% in viewers and by 33% in young adults over its first-reported L+SD numbers to its Live + 3 Day results.

· Scandal drew 11% more viewers to the hour than Private Practice on the same night last year, while holding 100% with key Adults (AD18-49/AD25-54).

Quick Take for Thursday, October 4, 2012 (Fast Affiliate Live + Same Day Ratings)

Dramatically Improving its Time Period Year to Year, ABC's Freshman "Last Resort" Dominates NBC's Comedies in the 8pm Hour, Including the "30 Rock" Premiere

Continuing to Trend Ahead of Last Season, ABC's "Grey's" Stands as Thursday's No. 1 Drama for the 2nd Consecutive Week in Adults 18-49

Retaining its Week-Ago Premiere Results, ABC's "Scandal" Closes the Gap with CBS' "Elementary" and Attracts a Larger Audience for the Net in the Hour Year to Year

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

With its drama lineup ("Last Resort"/"Grey's Anatomy"/"Scandal"), ABC was up over the year-ago Thursday (10/6/11) by double digits in viewers (+22% - 8.4 million vs. 6.9 million) and young adults (+19% - 2.5/7vs. 2.1/6), growing the most among the broadcast nets. In fact, Fox and NBC were both down sharply on the evening.

"Last Resort" (8:00-9:00 p.m.)

During the 8 o'clock hour opposite Fox's "The X Factor" and CBS' top-rated comedies ("The Big Bang Theory"/"Two and a Half Men"), ABC freshman "Last Resort" outdelivered NBC's established comedies ("30 Rock" premiere/"Up All Night") by 4.7 million viewers (7.9 million vs. 3.2 million) and by 38% in Adults 18-49 (1.8/6 vs. 1.3/4). Opposite strong competition, "Last Resort" gained Adults 18-49 audience (+6%) from its first half-hour to its second half-hour. Based on initial DVR playback, "Last Resort" saw a big spike in time-shifted viewing, picking up 2.2 million viewers and jumping 36% in Adults 18-49 from L+SD to L+3.

· The new ABC drama continued to improve its time period year to year, dramatically boosting its hour by 2.0 million viewers and by 50% in Adults 18-49 over the same night last year with original drama programming ("Charlie's Angels" on 10/6/11 = 5.9 million and 1.2/4).

"Grey's Anatomy" (9:00-10:00 p.m.)

More than doubling its lead-in at 9:00 p.m. in Adults 18-49 (+106%), ABC's "Grey's Anatomy" dominated its competition and qualified as Thursday's clear No. 1 drama for the 2nd consecutive week. Among young adults in the 9 o'clock hour, ABC's "Grey's" (3.7/10) outpaced CBS' "Person of Interest" by 19% (3.1/8), Fox's "Glee" by 42% (2.6/7) and NBC's comedies by 85% ("The Office"/"Parks and Recreation" = 2.0/5). Additionally, "Grey's" finished as Thursday's highest-rated TV show for the 2nd week in a row with Women 18-34 and Women 18-49.

· Growing year to year for the 2nd week running, "Grey's" posted strong increases over the same night last year in viewers (+22%) and young adults (+19%).

"Scandal" (10:00-11:00 p.m.)

Retaining 100% of its week-ago premiere numbers during the 10 o'clock hour, ABC's "Scandal" significantly closed the gap with CBS' "Elementary" week to week, while continuing to tower over NBC's "Rock Center with Brian Williams" in Total Viewers (+100% - 6.8 million vs. 3.4 million) and Adults 18-49 (+91% - 2.1/6 vs. 1.1/3). The sophomore ABC series ranked No. 1 in its slot for the 2nd straight Thursday in Women 18-34. A big beneficiary of DVR playback, the 10:00 p.m. drama jumped up by 31% in viewers and by 33% in young adults over its first-reported L+SD numbers to its Live + 3 Day results.

· "Scandal" drew 11% more viewers to the hour than "Private Practice" (6.8 million vs. 6.1 million) on the same night last year, while holding 100% with key Adults (AD18-49/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 46% currently, from 42% at the same point in 2011. 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, 10/04/12.





  [october 2012]  
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· 30 ROCK (NBC)
· BIG BANG THEORY, THE (CBS)
· ELEMENTARY (CBS)
· GLEE (FOX)
· GREY'S ANATOMY (ABC)
· LAST RESORT (ABC)
· OFFICE, THE (NBC)
· PARKS & RECREATION (NBC)
· PERSON OF INTEREST (CBS)
· ROCK CENTER WITH BRIAN WILLIAMS (NBC)
· SCANDAL (ABC)
· TWO AND A HALF MEN (CBS)
· UP ALL NIGHT (NBC)
· X FACTOR, THE (FOX)





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