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[08/01/13 - 08:33 AM]
ABC's "The Lookout" Grows to 5-Week Highs in Viewers and Adults 25-54
ABC spins the numbers for Wednesday, July 31.

[via press release from ABC]

ABC's "The Lookout" Grows to 5-Week Highs in Viewers and Adults 25-54

During Wednesday's 10 o'clock hour, ABC's The Lookout was up week to week in Total Viewers (+21%) and Adults 25-54 (+8%), hitting 5-week highs on both measures - since 6/26/13. The ABC newsmagazine held even in Adults 18-49, tying its best number since mid-June - since 6/19/13.

Quick Take for Wednesday, July 31, 2013 (Fast Affiliate Live + Same Day Ratings)

"ABC's The Lookout" Builds to 5-Week Highs in Total Viewers and Adults 25-54

"ABC's The Lookout" (10:00-11:00 p.m.)

Building on its lead-in during Wednesday's 10 o'clock hour, "ABC's The Lookout" was up week to week in Total Viewers (+21% - 3.5 million vs. 2.9 million) and Adults 25-54 (+8% - 1.3/3 vs. 1.2/3), hitting 5-week highs on both measures - since 6/26/13. The ABC newsmagazine held even in Adults 18-49 (0.9/3), tying its best number since mid-June - since 6/19/13.

· "ABC's The Lookout" improved its hour year to year by double-digit margins in Total Viewers (+35%), Adults 25-54 (+30%) and Adults 18-49 (+29%) over original programming on the year-ago night ("Final Witness"=2.6 million viewers, 1.0/3 in AD25-54 and 0.7/2 in AD18-49)

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 48% currently, from 44% 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), 07/31/13.





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