ABC second-place Sunday w/ 'American Music Awards'

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An estimated 32.0 million viewers watched at least some portion of the “2011 American Music Awards”.


Opposite fierce competition on the evening, including a high rated down-to-the-wire “Sunday Night Football” contest (NY Giants-Philadelphia Eagles) and an NFL primetime overrun-boosted CBS, the “2011 American Music Awards” made ABC the dominant No. 1 non-sports network from 8:00-11:00 p.m. among Adults 18-49 (4.3/10), towering over CBS by 87% (2.3/5) and Fox by 72% (2.5/6 – 8:00-10:00 p.m. average).  

In addition, ABC’s “AMA” broadcast won its 3-hour time period over “Sunday Night Football” to stand as the No. 1 TV show of the night across all key Women (W18-34/W18-49/W25-54), Teens 12-17 and Kids 2-11. 

The “American Music Awards” was up year to year in Total Viewers (+3% – 12.0 million vs. 11.7 million) and retained 100% of its Adult 18-49 audience (4.3/10).  

In fact, the “AMAs” grew year to year across virtually all key younger demographics:  AD18-34 (+5%), W18-34 (+8%), M18-34 (+4%), W18-49 (+2%), M18-49 (+3%) and Teens 12-17 (+24%). In fact the “American Music Awards”  posted its highest Teen 12-17 number in 7 years – since 2004.

Despite the intense competition during primetime, ABC achieved Sunday night season highs with its coverage of the “2011 AMAs” among Total Viewers and Adults 18-49.  In fact the show generated ABC’s top Adult 18-49 number in the time period with entertainment programming in 9 months – since the “Academy Awards” on 2/27/11.   

An estimated 32.0 million viewers watched at least some portion of the “2011 American Music Awards” on ABC during its 3-hour broadcast – unduplicated Viewers 2+ watching 6 minutes or more of the broadcast.

(source: ABC)