ABC’s ‘2009 AMAs’ solid winner 3rd straight year


Opposite Stiff Competition from NBC’s Big NFL Game and an NFL-Overrun-Boosted CBS, ABC’s “2009 American Music Awards” Places No. 1 in Key Demos

Marking its 4th Straight Year of Young Adult Growth, ABC’s “AMAs” Generates Its Biggest Audience Since 2002 and its Highest Adult 18-49 Number Since 2004

ABC’s “2009 AMAs” Outperforms CBS’ “2009 Emmy Awards” By 31% in Adults 18-49

“2009 American Music Awards” (8:00-11:00 p.m.)
Opposite stiff competition on the evening, including NBC’s big “Sunday Night Football” contest (Eagles-Bears) and an NFL prime overrun-boosted CBS (Jets-Patriots), ABC’s telecast of the “2009 American Music Awards” tied for No. 1 in its 8:00-11:00 p.m. time period with the preliminary Fast Affiliate numbers for NBC’s pro football game in Adults 18-49 (5.5/13).  “AMAs” dominated its 3-hour time period in other key demographics, including Women 18-34 (5.8/16), Women 18-49 (6.9/17), Women 25-54 (7.6/17) and Teens 12-17 (3.2/11). 

Marking its 3rd straight year of Total Viewer gains and 4th straight with young adults, the “American Music Awards” surged year to year by 2.0 million viewers (14.2 million vs. 12.2 million) and by 8% in Adults 18-49 (5.5/13 vs. 5.1/12).  In fact the “American Music Awards” attracted its largest audience since 2002 and its highest Adult 18-49 number since 2004.
ABC’s “2009 AMAs” stand as TV’s 3rd-highest-rated awards show this year in Adults 18-49, behind only the “Oscars” and “Grammys,” outperforming CBS’ “2009 Emmy Awards” by 31% in the key young adult sales demo (5.5/14 vs. 4.2/11 on 9/20/09).

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 33% currently, from 28% at the same point in 2008. 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: data and information provided by ABC.  Nielsen Media Research (Fast Affiliate, Live + Same Day Ratings), 11/22/09.)