Scandal pays for ABC

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ABCFrom 8-9pm, up against Fox’s American Idol and CBS comedies, ABC’s Missing once again more than doubled the audience of NBC’s original comedy block (+155% over Community/30 Rock) and tied among Adults 18-49.  Picking up audience throughout its broadcast, the new ABC drama gained viewers (+4%) and young adults (+8%) from its first half-hour to its second half-hour.

  • Missing’s overall audience grew week to week by 10% week to hit a 3-week high.  In addition, the freshman series drew 27% more viewers to the hour for ABC year to year, topping original programming on the year-ago night.

More than doubling its Adult 18-49 lead-in at 9pm (+107%), ABC’s Grey’s Anatomy moved up to #1 in its time period among Total Viewers and Adults 18-49.  In fact among Adults 18-49, Grey’s beat out Fox’s Idol-driven Touch during the 9 o’clock hour by 26%.  Additionally, Grey’s stood as Thursday’s #1 TV show across all key Women demos (W18-34/W18-49/W25-54).

  • Grey’s was up week to week in viewers (+7%) and young adults (+4%).

Continuing to exhibit solid retention of its Grey’s lead-in during the 10 o’clock hour, ABC’s Scandal ranked #1 among Adults 18-49 and Adults 25-54.  In the hour, ABC’s Scandal more than doubled its freshman drama competition, defeating NBC’s Awake by 188% in Total Viewers, by 170% in Adults 25-54 and by 133% in Adults 18-49.  In addition, the new drama won its slot among Women 18-49 and Women 25-54 for the 2nd week in a row.

  • Bucking the general trend for new shows, ABC’s Scandal was up over its week-ago debut across a number of key demos:  Total Viewers (+3%), AD18-34 (+15%), AD18-49 (+5%) and AD25-54 (+4%).
  • Scandal attracted ABC’s largest audience in the time period in more than 3 months – since 1/5/12.

(Source: ABC)