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[03/21/14 - 08:30 AM]
ABC Wins Thursday with "Scandal" and "Grey's" Growing Week to Week
ABC spins the numbers for Thursday, March 20.

[via press release from ABC]

ABC Wins Thursday with "Scandal" and "Grey's" Growing Week to Week

ABC Thursday Prime (8-11pm - 6.8 million and 2.0/6 in AD18-49): ABC won Thursday in Adults 18-49 (2.0/6), with Scandal (2.9/9) and Grey's (2.4/7) finishing as the night's Top 2 TV shows, as both shows were up week to week. In addition, the Net ranked #1 for the 4th week in a row in Adults 18-34 and key Women (W18-34/W18-49).

Once Upon a Time in Wonderland (8-9pm - 3.5 million and 0.8/3 in AD18-49): During the 8 o'clock hour, ABC's Once Upon a Time in Wonderland was up 9% in Total Viewers and retained 100% of its week-ago Adult 18-49 number. It was the show's most-watched telecast since November - since 11/21/13. From 8-9pm, the ABC freshman drama topped NBC's comedies by 6% in Total Viewers (3.5 million vs. 3.3 million for Community/Parks and Recreation).

Grey's Anatomy (9-10pm - 8.0 million and 2.4/7 in AD18-49): Tripling its Adult 18-49 lead-in at 9pm (+200%), ABC's Grey's Anatomy (2.4/7) once again won its hour, increasing its winning advantage over Fox's American Idol (1.9/6) to 26% (up from a 5% advantage the prior week). In fact falling below a 2.0 Adult 18-49 rating for the first time ever, American Idol delivered another all-time low. Grey's was up week to week in Total Viewers (+8%) and Adults 18-49 (+4%).

Scandal (10-11pm - 8.9 million and 2.9/9 in AD18-49): Building on its Grey's lead-in among Adults 18-49 at 10pm (+21%), ABC's Scandal (2.9/9) more than doubled its drama competition in the hour, beating NBC's Parenthood by 142% (1.2/4). Growing week to week in Total Viewers (+9%) and Adults 18-49 (+4%), Scandal posted its best numbers since its mid-season return in February (on 2/27/14). In addition, the show was up over its year-ago telecast (8.5 million and 2.7/8 on 3/21/13) by 5% in Total Viewers and by 7% in Adults 18-49.

· Scandal continues to rank as the most social series on Thursday night (broadcast/cable) with 440,273 tweets last night, up +37% over last week. Season to date, Scandal has amassed over 5 million tweets, making it ABC's most social series this season.

Quick Take for Thursday, March 20, 2014 (Fast Affiliate Live + Same Day Ratings)

ABC Wins Thursday in Adults 18-49 with "Scandal" and "Grey's" as the Top 2 Shows

"Once Upon a Time in Wonderland" Draws its Biggest Audience Since November

Up Week to Week, "Grey's" Beats Fox's "American Idol" by 26% in Adults 18-49

Building to its Top Numbers Since its February Return, "Scandal" More than Doubles Its 10pm Drama Competition, Beating NBC's "Parenthood" by 142% in Adults 18-49

ABC Thursday Prime (8:00-11:00 p.m. - 6.8 million and 2.0/6 in AD18-49):

ABC won Thursday in Adults 18-49 (2.0/6), with "Scandal" (2.9/9) and "Grey's" (2.4/7) finishing as the night's Top 2 TV shows. In addition, the Net ranked No. 1 on Thursday for the 4th week in a row in Adults 18-34 and key Women (W18-34/W18-49).

"Once Upon a Time in Wonderland" (8:00-9:00 p.m. - 3.5 million and 0.8/3 in AD18-49):

During the 8 o'clock hour, ABC's "Once Upon a Time in Wonderland" was up 9% in Total Viewers and retained 100% of its week-ago Adult 18-49 number. It was the show's most-watched telecast since November - since 11/21/13. From 8:00-9:00 p.m., the ABC freshman drama topped NBC's comedies by 6% in Total Viewers (3.5 million vs. 3.3 million for "Community"/"Parks and Recreation").

"Grey's Anatomy" (9:00-10:00 p.m. - 8.0 million and 2.4/7 in AD18-49):

Tripling its Adult 18-49 lead-in at 9:00 p.m. (+200%), ABC's "Grey's Anatomy (2.4/7) once again won its hour, increasing its winning advantage over Fox's "American Idol" (1.9/6) to 26% (up from a 5% advantage the prior week). In fact, falling below a 2.0 Adult 18-49 rating for the first time ever, "American Idol" delivered another all-time series low.

· "Grey's" was up week to week in Total Viewers (+8%) and Adults 18-49 (+4%).

"Scandal" (10:00-11:00 p.m. - 8.9 million and 2.9/9 in AD18-49):

Building on its "Grey's" lead-in among Adults 18-49 at 10:00 p.m. (+21%), ABC's "Scandal" (2.9/9) more than doubled its drama competition in the hour, beating NBC's "Parenthood" by 142% (1.2/4).

· Growing week to week in Total Viewers (+9%) and Adults 18-49 (+4%), "Scandal" posted its best numbers since its mid-season return in February (on 2/27/14). In addition, the show was up over its year-ago telecast (8.5 million and 2.7/8 on 3/21/13) by 5% in Total Viewers and by 7% in Adults 18-49.

· "Scandal" continues to rank as Thursday's most social series (broadcast/cable) with 440,273 tweets last night, up 37% over last week. Season to date, "Scandal" has amassed over 5 million tweets, making it ABC's most social series this season.

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 49% currently, from 47% at the same point in 2013. 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, 03/13/14. Nielsen Social Guide, total tweets, as dated.





  [march 2014]  
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W
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· AMERICAN IDOL (FOX)
· COMMUNITY (YAHOO)
· GREY'S ANATOMY (ABC)
· ONCE UPON A TIME IN WONDERLAND (ABC)
· PARENTHOOD (NBC)
· PARKS & RECREATION (NBC)
· SCANDAL (ABC)











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