Live+3: ABC's Quantico Posts its 3rd Straight Week of Triple-Digit Playback Growth (+123%) in AD18-49
Live + 3 Day data for the week of 11/9/15 (week #8)
On Monday, Castle delivered its largest-ever L+3 increase among Adults 18-49, with a +70% jump over its L+SD rating. The ABC drama was Monday's biggest gainer in TV playback on the major networks among young adults. Castle shot up to a 1.7 rating in Adults 18-49 with 3 days of TV playback and came within 1-tenth of a rating point of CBS' NCIS: LA (1.7 rating vs. 1.8 rating) after trailing 3-tenths behind in L+SD.
After being down from the prior week in L+SD, The Goldbergs held even with its week-earlier L3 number at a 2.9 rating and matched a 6-week high - since 9/30/15.
Modern Family matched its largest playback increase this season among Adults 18-49 (+56%) and was up week to week in the L+3 numbers (+2% - 4.2 rating vs. 4.1 rating) to equal its highest-rated telecast in 6 weeks - since 9/30/15.
black-ish scored an all-time playback high with Adults 18-49, growing +56% after 3 days of TV playback. After trailing the L+SD Adult 18-49 rating for its previous telecast by 1-tenth, black-ish grew for the 2nd straight telecast (+4%) in the L+3 numbers to a 5-week high - since 10/7/15.
Nashville tied an L+3 playback high for the season among Adults 18-49, with an +80% jump over its L+SD rating. After pacing behind its prior telecast by 1-tenth among Adults 18-49 in the L+SD numbers and trailing CBS' Code Black in the hour by 2-tenths, Nashville held at a 1.8 rating for its 6th straight telecast and moved into a tie with the CBS drama in the L+3 numbers. The ABC drama was Wednesday's biggest broadcast gainer in TV playback among young adults (+80%).
After holding even with its week-earlier L+SD rating, How to Get Away with Murder ended up growing week to week by 3% in the L+3 numbers (3.4 rating vs. 3.3 rating) to hit a 4-week high in Adults 18-49 - since 10/15/15. HTGAWM matched its biggest L+3 lift this season, picking up +1.5 rating points after just 3 days of TV playback.
On Friday, Last Man Standing matched its largest L+3 playback increase this season among Adults 18-49, growing +0.6 ratings points over its L+SD rating to deliver a 1.9 - up from its week-earlier L+3 rating by 12% (1.7 rating) to score a new season high with its highest-rated telecast in 8 months - since 2/20/15. LMS grew to 9.1 million Total Viewers after 3 days of TV playback (an increase of +1.63 million over L+SD), marking its biggest L+3 audience in 10 months - since 1/9/15.
On Sunday, Quantico more than doubled its L+SD Adult 18-49 rating for the 3rd consecutive week, skyrocketing +123% after just 3 days of TV playback - the show's largest playback build yet. Sunday's telecast of Quantico (11/15/15) delivered the biggest percentage increase for any single telecast on any major network this season among young adults, as the new ABC drama holds the season's Top 4 biggest L+3 lifts. Quantico soared to a 2.9 rating among Adults 18-49 in the L+3 numbers, growing for the 2nd consecutive week (+4%) to hit a 4-week high (since 10/18/15), and emerged as Sunday's #1 broadcast entertainment series.
· Among Adults 18-49, ABC's Quantico was easily the week's #1 broadcast gainer in playback on a percentage basis and ranked #2 in actual growth (+1.6 rating points), nearly matching the L+3 lift of Fox's Empire (+1.7 rating points).
Season-to-Date TV Playback (9/21/15-11/15/15):
Based on L+3 ratings through eight 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 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 nearly doubles its L+SD rating (+93%) to stand as the season's largest gainer in playback for any freshman program among Adults 18-49 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 (+93%) - #1 and How to Get Away with Murder (+67%) - #4.
Source: The Nielsen Company, as dated. Weekly averages based on regular, original telecasts only.