Opposite heavy competition on the night from sports-boosted CBS (NFL overrun) and NBC (Sunday Night Football) and Fox (back-to-back Family Guy premieres), ABC’s seventh-season premiere of Desperate Housewives stood as Sunday’s most-watched entertainment program. Housewives won its 9 o’clock time slot with all key Women (W18-34/W18-49/W25-54), registering as Sunday’s # 1 TV show on all 3 counts.
Desperate Housewives built 5% among Adults 18-49 from up from where it finished out last season on its May finale, outperforming its 2010 May Sweep averages in both viewers (+6%) and young adults (+8%). Housewives drew its biggest audience and highest Adult 18-49 rating in nearly 9 months – since 1/10/10.
Opposite NBC’s Sunday Night Football and CBS’ special premiere of Undercover Boss, ABC’s fifth-season premiere of Brothers & Sisters finished #1 in the 10 o’clock hour across all key Women demos (W18-34/W18-49/W25-54).
Like its lead-in, Brothers & Sisters picked up where it left off last season, outperforming its May 2010 averages by 8% in Total Viewers and by 15% in Adults 18-49. In fact the ABC drama posted its highest Adult 18-49 number since January – since 1/10/10.