With Wife Swap, Grey’s and Scandal, ABC ranked #1 on Thursday night among key Women (W18-34/W18-49) demos. In fact it was the Net’s 3rd straight week to hold the top position on the night on both measures. In addition, ABC finished #1 among Adults 18-49 during both the 9pm and 10pm hours.
During the 8 o’clock hour, ABC’s Wife Swap outdrew NBC’s time-period established comedies (Community/Parks and Recreation) by 1.4 million viewers.
Building on its Adult 18-49 lead-in by 125% at 9pm, ABC’s Grey’s Anatomy moved up to #1 in the hour to rank as the top-rated drama (tie) on Thursday for its 3rd straight telecast. In the hour among Adults 18-49, Grey’s outdelivered Fox’s Idol-led comedies by 59% (New Girl/The Mindy Project) and NBC’s comedies by 93% (The Office/Go On time period premiere). The ABC medical drama dominated its hour with Adults 18-34 and across all key Women (W18-34/W18-49/W25-54). Grey’s was up over its year-ago telecast in both Total Viewers (+2%) and Adults 18-34 (+10%).
Building week to week and holding a best-ever 100% of its lead-in opposite original drama competition (including a series debut), ABC’s Scandal shot to the top of the 10 o’clock hour in Adults 18-49, beating CBS’ Elementary by a best-ever 29% and NBC’s premiere of Hannibal by 69%. In fact in Adults 18-49, Scandal has now finished as the #1 series in its time slot on each of its last 12 original telecasts. Scandal was up week to week in Total Viewers (+1%) and Adults 18-49 (+4%), marking the series’ 3rd-highest rating with young adults. In addition, the ABC sophomore drama equaled a series-high for the 2nd week in a row with Women 18-34. Scandal was once again the #1 most social program during primetime on Thursday, spiking 40% week to week and leading #2 American Idol by 12%.