More than Doubling its Lead-in and Gaining Audience Throughout its Broadcast, ABC’s Special “Primetime Nightline Casey Anthony: Not Guilty” Boosts its Time Slot.
“Primetime Nightline” Drives ABC’s Biggest Audience to the Hour in 5 Months
“Primetime Nightline Casey Anthony: Not Guilty” (10:00-11:00 p.m.) More than doubling its lead-in audience (+116% – 5.4 million vs. 2.5 million) and building throughout its broadcast (5.3 million to 5.5 million) against NBC’s “America’s Got Talent”-fueled “Love in the Wild,” ABC’s special “Primetime Nightline Casey Anthony: Not Guilty” boosted its time period by strong margins week to week in Total Viewers (+1.2 million – 5.4 million vs. 4.2 million), Adults 18-49 (+8% – 1.3/4 vs. 1.2/3) and Adults 25-54 (+13% – 1.8/5 vs. 1.6/4).
The program featured Barbara Walters’ sit-down with Casey Anthony’s lead lawyer Jose Baez in his first network interview since the jury acquitted his client of murder, manslaughter and child endangerment charges the previous day.
The “Primetime Nightline” special drew ABC’s biggest overall audience to the time period in 5 months – since 2/9/11.
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 41% 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), 7/6/11)