Missing doesn’t miss for ABC


From 8-9pm opposite American Idol, ABC’s Missing finished as the 2nd most-watched TV show for the 2nd week in a row, topping CBS’ NCAA Basketball coverage by over 1.5 million viewers and more than doubling the audience (+142%) of NBC’s original comedy block (Community/30 Rock).   The ABC drama also ranked as the #2 regular program in the hour to Idol with Adults 18-49 and Adults 25-54, while taking second overall with key Women (W18-49/W25-54).  ABC’s Missing qualified as Thursday’s 2nd-most-watched scripted program, topping all 4 of NBC’s comedies and the drama Awake at 10pm, and trailing only Fox’s Idol-driven Touch premiere.

  • Missing delivered strong retention of its week-ago debut in Total Viewers (82%), Adults 25-54 (86%), Men 18-49 (92%) and Men 25-54 (100%).
  • The new drama improved its time period year to year by double digits, drawing 18% more viewers than original programming on the same night last year.

During the 9 o’clock hour, ABC’s repeat Grey’s Anatomy outdrew NBC’s original comedies (30 Rock/Up All Night) by 1.4 million viewers.

  • Grey’s generated its largest repeat audience this season, surging 15% over its last replay.

During the 10 o’clock hour, ABC’s repeat Private Practice was up sharply over last encore airing in viewers (+26%) and young adults (+13%).

(Source: ABC)