‘Desperate Housewives’ – ‘Brothers & Sisters’ control non-sports


ABC Beats its Non-Sports Competition on Sunday by 19% in Adults 18-49. “America’s Funniest Home Videos” Sees its Numbers Surge Week-to-Week Making ABC the No. 1 Non-Sports Network at 9pm in Viewers and Young Adults, “Housewives” is Sunday’s Most-Watched Entertainment Series for 9 Straight Airings

“Brothers & Sisters” Beats its Non-Sports Competition in the 10pm Hour, Leading the Final Hour of CBS’ Christmas Movie by 36% in Adults 18-49

Sunday Night (7:00-11:00 p.m.)
Facing stiff sports driven competition on Sunday, including Fox’s substantial NFL overrun (Vikings-Bears) into the 7 o’clock hour and another big NBC Sunday Night Football contest (Steelers-Ravens), ABC beat its non-sports driven competition on CBS by 19% in Adults 18-49 (3.1/8 vs. 2.6/6). 

“America’s Funniest Home Videos” (7:00-8:00 p.m.)
In the 7 o’clock hour against Fox’s NFL overrun, ABC’s “America’s Funniest Home Videos” jumped week-to-week by 2.3 million viewers (8.3 million vs. 6.0 million) and by 17% in Adults 18-49 (2.1/6 vs. 1.8/5), drawing its 3rd-largest audience this season.  

“Desperate Housewives” (9:00-10:00 p.m.)
ABC’s “Desperate Housewives” made ABC the No. 1 non-sports net during the 9 o’clock hour in Total Viewers (12.6 million) and Adults 18-49 (4.3/10).  In fact “Housewives” qualified as the night’s most-watched entertainment series for its 9th straight telecast this season.  

“Housewives” is generating an even bigger increase this season than last over its first-reported numbers through DVR playback, picking up an average 1.7 million viewers and an additional 8-tenths of an Adult 18-49 rating point from the initially reported Live + Same Day Numbers to the Live + 7 Day DVR finals.     

“Brothers & Sisters” (10:00-11:00 p.m.)
ABC’s “Brothers & Sisters” took full control of its non-sports competition during the 10 o’clock hour among Adults 18-49, beating the final hour of CBS’ movie (“A Dog Named Christmas”) by 36% (3.0/8 vs. 2.2/6).  

Like its lead-in, “Brothers & Sisters” is seeing a sizeable uptick this season over its first-reported numbers through DVR playback (also bigger than last season), picking up an average 1.3 million viewers and an additional 6-tenths of an Adult 18-49 rating point from the initially reported Live + Same Day Numbers to the Live + 7 Day DVR finals.     

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), 11/29/09.  DVR Playback = 9/21-11/8/09.)