ABC is Monday’s No. 1 Net for the 6th Week in a Row Among Adults 18-49. ABC’s “The Bachelorette” Wins its Time Period for the 7th Week Running in
Total Viewers and Young Adults, Ranking No. 1 in Each Half-Hour. On Average Year to Year, “The Bachelorette” is Up By 1.5 Million Viewers and by 11% in Adults 18-49. At 10pm, “True Beauty” is No. 1 Among Adults 18-49, While Taking the Top Spot With Women 18-49 and Women 25-54 for the 5th Consecutive Week.
Monday Night (8:00-11:00 p.m.)
ABC stood as the most-watched network overall for the 4th straight week and ranked No. 1 in Adults 18-49 for the 6th Monday in a row. The Network topped its nearest primetime competition (CBS) by 25% in Total Viewers (8.0 million vs. 6.4 million) and by 44% in Adults 18-49 (2.6/7 vs. 1.8/5).
Building its overall Monday audience year to year for the 7th week running, ABC was up from the same night last year in viewers and young adults (6.9 million and 2.4/7 on 7/13/09).
“The Bachelorette” (8:00-10:00 p.m.)
ABC’s “The Bachelorette” ranked a strong No. 1 in its time period for the 6th week running, beating its closest time period competition (CBS) by 3.2 million viewers (9.5 million vs. 6.3 million) and by 55% in Adults 18-49 (3.1/9 vs. 2.0/6). The veteran ABC unscripted series won all 4 of its half-hours in viewers and young adults.
“The Bachelorette” registered as Monday’s No. 1 TV show in Adults 18-49 for the 5th week in a row, and for the 7th consecutive week stood the evening’s dominant No. 1 television program across all key Women demographics (W18-34/W18-49/W25-54).
On average, “The Bachelorette” is up over its performance at the same point last year by 1.5 million (9.4 million vs. 7.9 million) viewers and by 11% in Adults 18-49 (3.1/9 vs. 2.8/8).
“True Beauty” (10:00-11:00 p.m.)
ABC’s “True Beauty” led the 10 o’clock hour among Adults 18-49 (1.7/5), while taking the top spot for the 5th week in a row with key Women (W18-49/W25-54).
On average, “True Beauty” is improving its time period this summer for ABC by 13% in Total Viewers (5.3 million vs. 4.7 million) over the same point last year.
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), 7/12/10.)