On the Monday of the extended 4th of July holiday weekend, ABC finished as the most-watched network overall for the 3rd week in a row and ranked #1 in Adults 18-49 for the 5th consecutive Monday. In fact ABC is registering its longest Adult 18-49 winning streak on the night in more than 3 years. The Network topped its nearest primetime competition (CBS) by 13% in Total Viewers (7.8 million vs. 6.9 million) and by 33% in Adults 18-49 (2.4/7 vs. 1.8/5).
Please Note: With the observation of the 4th of July holiday falling on Monday, overall TV usage levels declined week-to-week, as Households Using Television during primetime dropped to 57.5% from 58.7% on 6/28/10.
Building its overall Monday audience year to year for the 6th week in a row, ABC was up from the same night last year in viewers and young adults (6.6 million and 2.3/7 on 7/6/09).
ABC’s The Bachelorette ranked a strong #1 in its time period for the 6th week running, beating its closest 8-10pm competition (CBS) by 2.3 million viewers (9.1 million vs. 6.8 million) and by 35% (2.7/8 vs. 2.0/6). The veteran ABC unscripted series won all 4 of its half-hours in viewers and young adults. During its final half-hour (9:30-10pm), featuring Chris Harrison’s interview with Jake and Vienna, The Bachelorette drew an average audience of 10.1 million viewers and 3.2/9 in Adults 18-49.
The Bachelorette registered as Monday’s #1 TV show in Adults 18-49 for the 4th week in a row, and for the 6th week running stood the evening’s dominant #1 television program across all key Women demographics (W18-34/W18-49/W25-54).
On average, The Bachelorette is up over its performance at the same point last year by 1.2 million viewers and by 7% in Adults 18-49.
ABC’s True Beauty ranked #1 in the 10 o’clock hour for the 4th week in a row with key Women (W18-49/W25-54).
On average, True Beauty is growing its time period this summer for ABC by 6% in Total Viewers.