Live+3: ABC's Thursday Dramas Stand as the Night's Top 3 Playback Gainers in Both AD18-49 and Viewers
Live + 3 Day data for Thursday, 9/24/15
ABC claimed the night's Top 3 gainers in TV playback among Adults 18-49 with the season premieres of Scandal and How to Get Away with Murder tied for #1 (+1.5 rating points) and the Grey's Anatomy premiere at #3 (+1.3 rating points). All three ABC shows outperformed the L+3 gains of NBC's debuts of Heroes Reborn (+1.1 rating points) and The Player (+0.6 rating points). In fact, head-to-head in the 10pm hour, ABC's HTGAWM more than doubled the L+3 playback lift of NBC's The Player (+1.5 rating points vs. +0.6 rating points). In fact, in the Live +3 ratings, HTGAWM increased its advantage over The Player to 128% among Adults 18-49 (4.1 rating vs. 1.8 rating) from 117% in L+SD.
ABC had Thursday's 3 largest overall gainers: HTGAWM (+3.86 million) - #1, Scandal (+3.77 million) - #2 and Grey's Anatomy (+2.74 million) - #3. With 3 days of TV playback and online streaming, both Grey's (13.2 million from 9.5 million in L+SD) and HTGAWM (13.2 million from 8.4 million) topped 13.0 million Total Viewers, while Scandal built to 15.2 million (from 10.2 in L+SD).
HTGAWM also stood as the night's biggest percentage gainer among Adults 18-49, with a +58% jump over its L+SD rating.
· After 3 days of TV playback, all 3 ABC dramas topped a 4.0 rating among Adults 18-49: Grey's Anatomy grew to a 4.1 (from a 2.8 in L+SD), Scandal to a 4.8 (from a 3.3) and HTGAWM to a 4.1 (from a 2.6).
Source: The Nielsen Company, as dated. Based on original telecasts only.