Summer 2010 Becomes ABC Family’s Most-Watched Summer in Prime; Grows Delivery for the 7th Straight Summer in Females 12-34, 5th Straight in Women 18-34, and 4th Straight in Total Viewers, Adults 18-34 and Adults 18-49. ABC Family is Basic Cable’s No. 3 Network in Prime in Women 18-34 and Women 18-49, the Network’s Best Competitive Summer Finish Ever.
“The Secret Life of the American Teenager” and “Pretty Little Liars” Are Cable’s Top 2 Scripted Series in Women 18-34. “Pretty Little Liars” and “The Secret Life of the American Teenager” Stand as Cable’s Top 2 Scripted Series in Viewers 12-34 and Females 12-34. “Pretty Little Liars” is Cable’s No. 1 New Original Series of Summer 2010, While “Melissa & Joey” Ranks Among the Top 5 New Scripted Cable Series in Key Demos.
ABC Family – Summer 2010
Powered by newcomers “Pretty Little Liars” and “Melissa and Joey,” returning fan favorites “The Secret Life of the American Teenager” and “Make It or Break It,” and high performing theatricals like “Toy Story 2” and films from the “Harry Potter” franchise, ABC Family delivered its largest summer audience on record in Prime in Total Viewers (1.4 million), Adults 18-34 (394,000), Adults 18-49 (673,000) and Viewers 12-34 (658,000) — and with all three key female targets — posting solid gains over a year ago across key categories. In fact, this marked the 4th consecutive summer the network grew its audience in Total Viewers, Adults 18-34 and Adults 18-49, the 5th consecutive in Women 18-34 (279,000) and the 7th in a row in Females 12-34 (483,000).
ABC Family ranked as cable’s No. 3 network in Prime in Women 18-34 and Women 18-49, the network’s highest competitive summer finish on record. Among Females 12-34, the network stood as ad-supported cable’s No. 1 network in Prime for the 2nd consecutive summer, surpassing MTV by 15% (483,000 vs. 421,000).
Year to year, ABC Family registered robust increases across key demos in Prime, including by 18% in Adults 18-34 (394,000 vs. 335,000), by 9% in Adults 18-49 (673,000 vs. 616,000) and by 12% in Viewers 12-34 (658,000 vs. 584,000).
In Total Day, posting best-ever Summer deliveries, ABC Family grew its audience for the 11th consecutive summer in Adults 18-34 (204,000) and Women 18-34 (142,000), and for the 9th straight summer in Adults 18-49 (335,000) and Women 18-49 (225,000).
Program Highlights
“The Secret Life of the American Teenager” ranked as Summer’s No. 1 scripted cable series in Women 18-34 (1.0 million/3.1 rating), and No. 2 among Viewers 12-34 (2.2 million/2.3 rating) and Females 12-34 (1.8 million/3.9 rating), behind only “Pretty Little Liars.”
Newcomer “Pretty Little Liars” was Summer’s No. 1 scripted cable series in Viewers 12-34 (2.2 million/2.4 rating) and Females 12-34 (1.9 million/4.2 rating), and cable’s No. 2 scripted show across among Women 18-34 (960,000/2.8 rating), behind only “The Secret Life of the American Teenager.”
Impressively, “Pretty Little Liars” stood as Summer’s No. 1 new scripted cable series in Women 18-34, Viewers 12-34 and Females 12-34
Launching mid-summer to record ratings for the channel, “Melissa & Joey” ranked among cable’s Top 5 new scripted cable series in Adults 18-34 (No. 3 – 708,000), Women 18-34 (No. 4 – 497,000), Viewers 12-34 (No. 4 – 988,000) and Females 12-34 (No. 4 – 747,000).
Source: ABC – Nielsen Media Research (National Ratings, Summer 10: 5/31/10-8/29/10, Most Current: Live + SD, blended with Live + 7, when available.
