ABC Wednesday line-up seeing growth, 4th wk in a row


ABC’s “The Middle” Beats “Survivor” for the 3rd Straight Week in Women 18-34  And Generates Strong Year-Over-Year Increases in Viewers and Young Adults.

ABC Freshman “Better with You” Builds its Overall Audience Week to Week.

Up Sharply Over the Year-Ago Evening, “Modern Family” is Wednesday’s No. 1 Scripted TV Show in Adults 18-49 for its 17th Consecutive Original.

Up Week to Week with its 2nd-Biggest Audience to Date, ABC Freshman “Mr. Sunshine” Continues to Improve its Slot in Viewers and Young Adults.
ABC’s “Off the Map” Grows its Overall Audience for the 2nd Week in a Row And Produces Big Year-to-Year Time Period Gains in Viewers and Young Adults.

Wednesday Night (8:00-11:00 p.m.)
Up year to year for the 4th week in a row, ABC grew over the same night last year (3/3/10) by 1.4 million viewers (6.9 million vs. 5.5 million) and by 15% in Adults 18-49 (2.3/7 vs. 2.0/6). 

Building its audience from the prior week, ABC delivered its 2nd-most-watched Wednesday in 6 weeks – since 1/19/11.

“The Middle” (8:00-8:30 p.m.)
At 8:00 p.m., against “American Idol” and “Survivor: Redemption Island,” ABC’s “The Middle” increased its overall audience week to week (8.1 million vs. 8.0 million).  For the 3rd week running, ABC’s “The Middle” beat out CBS’ “Survivor” with Women 18-34 (+15% – 2.3/7 vs. 2.0/6).

“The Middle” was up over its performance on the same night last year (when it aired at 8:30 p.m.) by 2.2 million viewers (8.1 million vs. 5.9 million) and by 10% in Adults 18-49 (2.3/7 vs. 2.1/6).

“Better with You” (8:30-9:00 p.m.)
At 8:30 p.m., like its lead-in against “Idol” and “Survivor,” ABC freshman “Better With You” built its Total Viewer count over the prior week (5.9 million vs. 5.7 million).  The new comedy was also up week to week among key Men (M18-34/M18-49).

“Modern Family” (9:00-9:30 p.m.)
Growing from its lead-in at 9:00 p.m. against the third half-hour of “Idol,” ABC’s “Modern Family” defeated its scripted competition, outperforming CBS’ “Criminal Minds” by 21% among Adults 18-49 (4.1/11 vs. 3.4/9).  “Modern Family” finished as Wednesday’s No. 1 scripted TV show in Adults 18-49 for its 17th straight first-run telecast this season. 

“Modern Family’s” numbers surged year to year, up by 2.1 million viewers (10.1 million vs. 8.0 million) and by 21% in Adults 18-49 (4.1/11 vs. 3.4/9) over the year-ago evening.

“Mr.  Sunshine” (9:30-10:00 p.m.)
At 9:30 p.m., ABC’s “Mr. Sunshine” ranked No. 2 with Men 18-49 (2.2/6-tie) and No. 1 with Men 18-34 (1.7/6-tie).  In addition, the new ABC comedy beat out the second half-hour of NBC’s “Minute To Win It” by 2.8 million viewers (7.0 million vs. 4.2 million) and by 100% in Adults 18-49 (2.4/7 vs. 1.2/3).

“Mr. Sunshine” built week to week by 15% in viewers and by 9% in Adults 18-49 (6.1 million vs. 2.2/6), drawing the series’ 2nd-largest audience to date.

“Mr. Sunshine” continued to improve its time period for ABC year to year (5.4 million and 2.3/6 on 3/3/10) in both Total Viewers (+1.6 million) and Adults 18-49 (+4%). 

“Off the Map” (10:00-11:00 p.m.)
ABC’s “Off the Map” finished No. 2 against its CBS and NBC drama competition in the 10 o’clock hour among Adults 18-49 (1.7/5), Adults 25-54 (2.0/5) and key Women (W18-49/W25-54). 

“Off the Map” built its overall audience for the 2nd week in a row and also gained with Women 18-34 for the 2nd straight week.

The ABC freshman drama once again generated strong year-over-year increases for the Net, growing the hour in both Total Viewers (+16% – 5.0 million vs. 4.3 million) and Adults 18-49 (+31% – 1.7/5 vs. 1.3/4) from the same night last year with original programming.

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 40% currently, from 36% at the same point in 2010. 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 –  The Nielsen Company (Fast Affiliate, Live + Same Day Ratings), 3/2/11)