Live+3: ABC's Quantico More Than Doubles in Playback (+115%) for the 2nd Straight Week in AD18-49
Live + 3 Day data for the week of 11/2/15 (week #7)
On Wednesday, The CMA Awards delivered its biggest-ever playback gains, growing by double-digits in L+3 with both Adults 18-49 (+13%) and Total Viewers (+10%). In fact, the playback increases for this year's CMAs were larger than The ACMs on CBS (+8%/+5%) and all major awards shows in the last 12 months: The Grammys (+6%/+6%), The Emmys (+3%/+4%), The Oscars (+4%/+3%), The Golden Globes (+2%/+3%).
After pacing 1-tenth of a rating point behind the prior week among Adults 18-49 in L+SD, Scandal ended up week to week in the L+3 numbers by 2-tenths (3.7 rating vs. 3.5 rating) with its largest-ever L3 playback increase (+68%).
Quantico more than doubled its L+SD Adult 18-49 for the 2nd week in a row, catapulting +115% (the show's 2nd-best yet, behind the prior week) after just 3 days of TV playback. The new ABC drama now holds the season's Top 4 biggest L+3 percentage lifts on the major networks among young adults. Quantico grew to a 2.8 rating in Adults 18-49, increasing its week to week growth in the L+3 numbers to 2-tenths of a rating point (2.8 vs. 2.6) versus a 1-tenth gain in L+SD, and emerged as Sunday's #1 broadcast series (tied with CBS' 60 Minutes).
Season-to-Date TV Playback (9/21/15-11/8/15):
Based on L+3 ratings through seven weeks of the 2015-16 season, ABC emerges as the #1 network in Nielsen's non-sports averages with Adults 18-49 (2.3 rating), beating NBC by 5% (2.2), CBS by 10% (2.1) and Fox by 15% (2.0). Gaining +0.7 rating points (+44%) over its Live + Same Day Adult 18-49 rating (1.6 rating in L+SD to a 2.3 in L+3) in the non-sports averages, ABC is the season's biggest gainer in TV playback.
Based on TV playback data, ABC's Quantico is the season's largest gainer in playback for any freshman program among Adults 18-49 (+81%) and the largest of any program on the major networks. ABC claims 2 of the Top 5 percentage gainers on the broadcast networks with Quantico (+88%) - #1 and How to Get Away with Murder (+67%) - #5.
Source: The Nielsen Company, as dated.