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[04/05/13 - 08:54 AM]
ABC's "Scandal" Is Up with 100% Retention and Continues to Dominate at 10pm
ABC spins the numbers for Thursday, April 4.

[via press release from ABC]

ABC's "Scandal" Is Up with 100% Retention and Continues to Dominate at 10pm

With Wife Swap, Grey's and Scandal, ABC ranked #1 on Thursday night in among key Women (W18-34/W18-49). In fact it was the Net's 3rd straight week to hold the top position on the night on both measures. In addition, ABC finished #1 among Adults 18-49 during both the 9pm and 10pm hours.

During the 8 o'clock hour, ABC's Wife Swap outdrew NBC's time-period established comedies (Community/Parks and Recreation) by 1.4 million viewers.

Building on its Adult 18-49 lead-in by 125% at 9pm, ABC's Grey's Anatomy moved up to #1 in the hour to rank as the top-rated drama (tie) on Thursday for its 3rd straight telecast. In the hour among Adults 18-49, Grey's outdelivered Fox's Idol-led comedies by 59% (New Girl/The Mindy Project) and NBC's comedies by 93% (The Office/Go On time period premiere). The ABC medical drama dominated its hour with Adults 18-34 and across all key Women (W18-34/W18-49/W25-54). Grey's was up over its year-ago telecast in both Total Viewers (+2%) and Adults 18-34 (+10%).

Building week to week and holding a best-ever 100% of its lead-in opposite original drama competition (including a series debut), ABC's Scandal shot to the top of the 10 o'clock hour in Adults 18-49, beating CBS' Elementary by a best-ever 29% and NBC's premiere of Hannibal by 69%. In fact in Adults 18-49, Scandal has now finished as the #1 series in its time slot on each of its last 12 original telecasts. Scandal was up week to week in Total Viewers (+1%) and Adults 18-49 (+4%), marking the series' 3rd-highest rating with young adults. In addition, the ABC sophomore drama equaled a series-high for the 2nd week in a row with Women 18-34. Scandal was the #1 most social program during prime time last night, spiking +40% week to week (218k tweets vs. 155k tweets).

Quick Take for Thursday, April 4, 2013 (Fast Affiliate Live + Same Day Ratings)

ABC Leads Thursday in Key Women and Wins from 9-11pm in Adults 18-49

"Wife Swap" Outdraws NBC's Established Comedies by 1.4 Million Viewers at 8pm

"Grey's" is Thursday's No. 1 Drama in Adults18-49 for its 3rd Straight Telecast

Holding a Best-Ever 100% of its Lead-in and Growing to its 3rd-Highest-Ever Rating, ABC's "Scandal" Dominates its Hour in Adults 18-49 Over Dramas on CBS and NBC

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

With "Wife Swap," "Grey's" and "Scandal," ABC ranked No. 1 on Thursday night among key Women: W18-34 (2.8/9) and W18-49 (3.3/9-tie). In fact it was the Net's 3rd straight week to hold the top position on the night on both measures. In addition, ABC finished No. 1 among Adults 18-49 during both the 9:00 p.m. and 10:00 p.m. hours.

"Wife Swap" (8:00-9:00 p.m.)

During the 8 o'clock hour, ABC's "Wife Swap" outdrew NBC's time-period established comedies ("Community"/"Parks and Recreation") by 1.4 million viewers (4.1 million vs. 2.7 million).

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

Building on its Adult 18-49 lead-in by 125% at 9:00 p.m., ABC's "Grey's Anatomy" (2.7/8) moved up to No. 1 in the hour to rank as the top-rated drama (tie) on Thursday for its 3rd straight telecast. In the hour among Adults 18-49, "Grey's" outdelivered Fox's "Idol"-led comedies by 59% ("New Girl"/"The Mindy Project" = 1.7/5) and NBC's comedies by 93% ("The Office"/"Go On" time period premiere = 1.4/4). The ABC medical drama dominated its hour with Adults 18-34 and across all key Women (W18-34/W18-49/W25-54).

· "Grey's" was up over its year-ago telecast (4/5/12) in both Total Viewers (+2% - 8.4 million vs. 8.2 million) and Adults 18-34 (+10% - 2.3/7 vs. 2.1/7).

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

Building week to week and holding a best-ever 100% of its lead-in opposite original drama competition (including a series debut), ABC's "Scandal" shot to the top of the 10 o'clock hour in Adults 18-49 (2.7/8), beating CBS' "Elementary" by a best-ever 29% (2.1/6) and NBC's premiere of "Hannibal" by 69% (1.6/4). In fact in Adults 18-49, "Scandal" has now finished as the No. 1 series in its time slot on each of its last 12 original telecasts.

· "Scandal" was up week to week in Total Viewers (+1%) and Adults 18-49 (+4%), marking the series' 3rd-highest rating with young adults. In addition, the ABC sophomore drama equaled a series-high for the 2nd week in a row with Women 18-34.

· "Scandal" was the No. 1 most social program during primetime on Thursday, spiking 40% week to week (218,000 tweets vs. 155,000 tweets) and leading No. 2 "American Idol" by 12% (193,000 tweets).

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 47% currently, from 43% at the same point in 2012. 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, 04/04/13.





  [april 2013]  
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· AMERICAN IDOL (FOX)
· COMMUNITY (YAHOO)
· ELEMENTARY (CBS)
· GO ON (NBC)
· GREY'S ANATOMY (ABC)
· HANNIBAL (NBC)
· OFFICE, THE (NBC)
· PARKS & RECREATION (NBC)
· SCANDAL (ABC)
· WIFE SWAP (ABC)





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