With Wife Swap, Grey’s and Scandal, ABC ranked #1 on Thursday in Adults 18-49 for the 2nd week in a row (tied with CBS’ NCAA Basketball Tournament coverage). In fact, ABC beat Fox by 15% in Adults 18-49, marking the Net’s first win over Fox on a Thursday in the three years with American Idol airing on the night. ABC’s Grey’s Anatomy outdelivered Idol to stand as Thursday’s #1 TV show for the 2nd straight week in Adults 18-49. In addition, ABC’s Scandal paced within 1-tenth of a rating point of Idol on the night, its closest finish ever.
Please Note: Heading into the Easter holiday weekend, overall Adult 18-49 TV usage declined a notable -5% week to week.
During the 8 o’clock hour, ABC’s Wife Swap ranked as the #2 series to Idol among Adults 18-49 and, despite facing basketball coverage, retained 100% of its week-ago premiere Men 18-34 number.
Doubling its Adult 18-49 lead-in at 9pm (+100%), ABC’s Grey’s Anatomy dominated its hour, beating Fox’s Idol-led 1-hour finale of Raising Hope by 115%.
Up against strong competition from high-rated basketball coverage during the 10 o’clock hour, ABC’s Scandal was up week to week with Adults 18-34 and Women 18-34 to equal its highest ratings ever. In fact, Scandal held 100% of its Adult 18-34 lead-in from Grey’s and built for the first time ever with Women 18-34 to qualify as Thursday’s #1 TV show with young women. Scandal was once again Thursday’s #1 broadcast series based on total tweets (155k), delivering 2.7 million total tweets so far this season.