Friday Night (8-11pm) With its line-up of Wife Swap, the season premiere of Primetime: What Would You Do? and 20/20, ABC ranked #1 on Friday among Adults 18-49 (tie w/CBS) and key Women demos (W18-34/W18-49), as well as registering as the night’s top-rated broadcaster with Teens 12-17 and Kids 2-11.
In Total Viewers and Adults 18-49, ABC marked its strongest Friday in 6 weeks – since 3/26/10.
Wife Swap (8-9pm): Hitting season-highs, ABC’s Wife Swap earned a strong second place in the 8pm hour among Total Viewers and Adults 18-49 to CBS’ veteran Ghost Whisperer, beating NBC’s season premiere of Friday Night Lights by 15% and 17%, respectively.
Marking season-high results with viewers and young adults, Wife Swap drew the series’ biggest overall audience in more than 1 year – since 4/17/09.
Primetime: What Would You Do? (9-10pm): Building sharply on its lead-in (+1.5 mil/+36% in AD18-49), the season premiere of ABC News’ Primetime: What Would You Do? won the 9 o’clock hour and finished as Friday’s #1 TV show overall among Adults 18-49. The premiere of What Would You Do? beat out established time-period competition, including CBS’ Medium (+6%), NBC News’ Dateline (+90%) and Fox’s Kitchen Nightmares (+36%). Using hidden cameras, What Would You Do? sets up everyday scenarios and then captures people’s reactions.
In viewers and young adults, Primetime: What Would You Do? generated ABC’s second-highest numbers with regular programming in the hour this season, behind only the highly-rated series debut of Jamie Oliver’s Food Revolution on 3/26/10. In addition, What Would You Do? improved the time period for ABC by 30% in Total Viewers (6.0 million vs. 4.6 million) and by 36% in Adults 18-49 (1.9/6 vs. 1.4/5), over its averages this season with regular programming.
ABC News’ 20/20 won the 10 o’clock hour among Adults 18-49, defeating the second hour of NBC’s 2-hour Dateline by 7% and CBS’ Miami Medical by 14%. 20/20 featured the investigation of three alleged arson cases with the help of the nation’s leading fire experts. The ABC newsmagazine also ranked #1 in the time slot among Adults 25-54 and Adults 18-34.
20/20 posted is highest-rated telecast since March with Total Viewers, Adults 18-49 and Adults 25-54 – since 3/26/10.