With “Bachelor Pad” and “Dating in the Dark” Premieres, ABC Ranks No. 1 on Monday in Adults 18-49 for the 10th Consecutive Week. ABC’s “Bachelor Pad” Leads from 8-10pm in Adults 18-49 in its Series Debut, Making ABC the No. 1 Net in the Time Period on 11 of 11 Weeks This Summer. “Bachelor Pad” Boosts ABC’s Performance in the Time Slot Year to Year by 10% in Total Viewers and 38% in Adults 18-49.
Season Premiere of “Dating in the Dark” Tops CBS and NBC by 20% Each, Greatly Improving ABC’s Year-Ago Numbers by 36% in Viewers and 80% in Young Adults.
Monday Night (8:00-11:00 p.m.)
With the series debut of “Bachelor Pad” and the season premiere of “Dating in the Dark,” ABC won Monday night in Adults 18-49 (2.1/6), beating CBS by 11% (1.9/6), Fox by 40% (1.5/5) and NBC by 50% (1.4/4). In fact it was ABC’s 10th straight Monday to deliver the No. 1 position on the evening in the key young adult sales demo.
ABC was up over the same Monday last summer (8/10/09) by 14% in Total Viewers (5.7 million vs. 5.0 million) and by 50% in Adults 18-49 (2.1/6 vs. 1.4/4).
“Bachelor Pad” (8:00-10:00 p.m.)
The series debut of “Bachelor Pad” won its 2-hour time period among Adults 18-49 (2.2/7), making ABC the No. 1 network on Monday from 8:00-10:00 p.m. on 11 of 11 weeks this summer. The new summer series gained young adult audience from its first hour to its second hour (+10% – 2.1/7 to 2.3/6).
“Bachelor Pad” dominated its time period and stood as Monday’s No. 1 TV show among key Women demographics. (W18-34/W18-49).
“Bachelor Pad” posted increases over the Net’s year-ago performance (8/10/10) in the time period of 10% in Total Viewers (6.4 million vs. 5.8 million) and 38% in Adults 18-49 (2.2/7 vs. 1.6/5).
“Dating in the Dark” (10:00-11:00 p.m.)
During the 10 o’clock hour, ABC’s second season premiere of “Dating in the Dark” bested its CBS and NBC competition by 20% each in Adults 18-49 (1.8/5 vs. 1.5/4).
“Dating in the Dark” greatly improved the time period for ABC over the same night last year among Total Viewers (+36% – 4.5 million vs. 3.3 million) and Adults 18-49 (+80% – 1.8/5 vs. 1.0/3). The ABC unscripted series was also up from its performance in the 9 o’clock hour on the year-ago night by 6% with young adults (1.8/5 vs. 1.7/5).
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 37% currently, from 32% at the same point in 2009. 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 – Nielsen Media Research (Fast Affiliate Live + Same Day Ratings), 8/9/10)
