ABC's 'V' building audience takes third place


ABC Scores Impressive Double-Digit Gains Week to Week.

ABC’s “No Ordinary Family” Sees Season-Best Repeat Numbers in Viewers and Young Adults, Opposite Original Competition on CBS and NBC.

Building on its Lead-in, ABC’s “V” Tops Fox’s “Million Dollar Money Drop” Season Finale in Adults 25-54 and Key Men Demos.

Building on its Most-Recent Original, ABC’s “Detroit 1-8-7” Hits its Best Numbers in Viewers and Young Adults Since Early December.

Tuesday Night (8:00-11:00 p.m.)
Returning to its regular midseason Tuesday lineup for the first time in three weeks, ABC surged 22% week to week in Total Viewers (5.0 million vs. 4.1 million) and 30% in Adults 18-49 (1.3/3 vs. 1.0/3).

“No Ordinary Family” (8:00-9:00 p.m.)
In Total Viewers and Adults 18-49, “No Ordinary Family” produced its most-watched-ever repeat telecast (4.2 million) and equaled its highest-ever replay Adult 18-49 rating (1.1/3), despite going up against original competition on CBS (“NCIS”) and NBC (“The Biggest Loser: Couples”).

“V” (9:00-10:00 p.m.)
Building on its lead-in among viewers (+24%) and young adults (+55%) against CBS’ original “NCIS: Los Angeles” and the second hour of NBC’s 2-hour “The Biggest Loser: Couples,” ABC’s “V” defeated the season finale of Fox’s “Million Dollar Money Drop” in Adults 25-54 and key Men (M18-49/M25-54).

“Detroit 1-8-7” (10:00-11:00 p.m.)
Up from its most-recent original airing in early January (1/1/11), ABC’s “Detroit 1-8-7” drew its biggest overall audience (5.4 million) and tied its highest Adult 18-49 number (1.2/3) in nearly 2 months – since 12/7/10.

Against original competition from CBS’ (“The Good Wife”) and NBC’s (“Parenthood”) dramas in the hour, “Detroit 1-8-7” built on its “V” lead-in in Total Viewers (5.4 million vs. 5.2 million) for the first time.

In addition, ABC was the only net to build audience in the hour, as both CBS and NBC each lost viewers and young adults from 10:00-11:00 p.m.  From its first half-hour to its second half-hour, “Detroit 1-8-7” gained 6% in Total Viewers (5.3 million to 5.6 million) and 8% in Adults 18-49 (1.2/3 to 1.3/3).

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 39% currently, from 35% 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), 2/1/11.)