ABC is No. 1 on Monday Across All Key Women DemographicsFor the 15th Consecutive Week – Every Week of the Summer. ABC’s “Bachelor Pad” Draws its Largest Audience Since its Debut, While Hitting Series Highs Among Women 18-34 and Women 25-54. “Dating in the Dark” Ranks Second at 10pm Against CBS and NBCin Adults 18-49, While Taking the Top Spot Among Women 18-49.
Monday Night (8:00-11:00 p.m.)
With its lineup of “Bachelor Pad” and “Dating in the Dark,” ABC was No. 1 on Monday across all key Women demographics: Women18-34 (2.4/7), Women 18-49 (2.6/7) and Women 25-54 (3.0/8). In fact, ABC ranked No. 1 across each of the key Women demos for the 15th consecutive Monday, every week of the summer.
“Bachelor Pad” (8:00-10:01 p.m.)
Drawing its largest audience (6.2 million) since its series debut, ABC’s “Bachelor Pad” hit series highs among Women 18-34 and Women 25-54 (tie). The freshman unscripted series won its 2-hour time period across each of the key Women demos: W18-34 (2.8/8), W18-49 (3.0/8) and W25-54 (3.5/9), leading its time period for the 4th consecutive week among Women 18-49 and Women 25-54.
“Dating in the Dark” (10:01-11:00 p.m.)
ABC’s “Dating in the Dark” took second place to its CBS and NBC competition in the hour among Adults 18-49 (1.5/4), beating NBC’s “Dateline” by 15% (1.3/4). ABC ranked No. 1 in the hour among the broadcast networks in Women 18-49 (1.9/5).
ABC’s “Dating in the Dark” saw gains over the prior week of 3% in Total Viewers (3.8 million vs. 3.7 million) and 7% in Adults 18-49 (1.5/4 vs. 1.4/4).
A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 37% currently, from 32% at the same point in 2009. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next day numbers. The only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.
Source: ABC – Nielsen Media Research (Fast Affiliate Live + Same Day Ratings), 8/30/10.