Week 6: ABC builds for 3rd week


During the week of October 24, 2011, ABC delivered 7 of the week’s Top 20 non-sports programs in Adults 18-49, including TV’s No. 1 freshman drama with “Once Upon a Time:”  “Modern Family” – No. 3 (best-ever repeat numbers), “Once Upon a Time” – No. 11, “Grey’s Anatomy” – No. 12, “Happy Endings” – No. 14, “Suburgatory” – No. 16, while “DWTS” and “The Middle” tied at No. 18. The Network broadcast 4 of the week’s Top 20 most-watched TV shows overall, airing the No. 1 unscripted series with “DWTS” and biggest new drama with “Once Upon a Time:”  “DWTS” – No. 6, “DWTS:  The Results” – No. 11, “Once Upon a Time” – No. 17 and “Modern Family” – No. 19.  In addition, ABC’s “Modern Family” replay stood as the week’s No. 1 scripted telecast in Women 18-34.
* For the 6th straight week this season, ABC increased its overall audience year to year in the 10 o’clock hour.   On Monday-Friday from 10:00-11:00 p.m. as a lead-in to affiliates’ late-local news, ABC gained 8% in Total Viewers over the year-ago week (8.1 million vs. 7.5 million).   CBS (-13% – 10.3 million vs. 11.8 million) and NBC (-24% – 3.5 million vs. 4.6 million) were both down sharply in the hour year over year.

* Growing its primetime numbers for the 3rd consecutive week with Total Viewers and Adults 18-49, ABC marked its strongest results in 5 weeks – since season-premiere week – w/o 9/19/11.

With its lineup of “Dancing with the Stars” and “Castle,” ABC registered as Monday’s most-watched TV network (15.1 million), outdrawing Fox’s World Series Game 5 coverage by 1.6 million viewers (13.5 million), CBS by 3.4 million viewers (11.7 million – “HIMYM”/”2 Broke Girls”/”Two and a Half Men”/”Mike & Molly”/”Hawaii Five-0”) and NBC by 11.5 million viewers (3.6 million – “The Sing Off”/”Prime Suspect”).  In addition, ABC more than doubled NBC’s Adult 18-49 audience on the evening (+142% – 2.9/7 vs. 1.2/3).  ABC finished as Monday’s No. 1 network with Total Viewers for the 6th week running this season.

* ABC generated its 2nd-largest audience on the night since season-premiere Monday 5 weeks ago – since 9/19/11.

“Dancing with the Stars” (8:00-10:01 p.m.)
Building steadily throughout its broadcast against the World Series and CBS’ “Two and a Half Men”-led comedy block, “Dancing with the Stars” (17.2 million) made ABC the most-watched net in its time period for the 6th consecutive week.  “DWTS” held the No. 2 position in its slot with Women 18-34 and Women 18-49, while ranking No. 1 with Women 25-54. In addition, the wide-appealing ABC dance series was the No. 1 broadcast program in its slot with Kids 2-11 (tie).  Head to head against its unscripted competition in the 2-hour time period, “DWTS” towered over NBC’s “The Sing Off” among Adults 18-49 (+113% – 3.2/8 vs. 1.5/4).   

* ABC’s “Dancing with the Stars” qualified as Monday’s most-watched TV show overall for the 3rd straight week. 

“Castle” (10:01-11:00 p.m.)
For the 6th consecutive week this season, ABC’s “Castle” (10.8 million) stood as the most-watched scripted show in Monday’s 10 o’clock hour, topping CBS’ “Hawaii Five-0” (10.7 million).  In addition, the ABC program led the CBS drama by 11% with Women 18-34 (2.1/6 vs. 1.9/5).  

Opposite stiff competition at 8:00 p.m. against CBS’ top-rated “NCIS” and Fox’s first live “The X Factor” special revealing the program’s finalists, ABC’s “Last Man Standing” topped NBC’s “The Biggest Loser 12” by 4.5 million viewers (9.9 million vs. 5.4 million) and by 71% in Adults 18-49 (2.9/8 vs. 1.7/5). 

* “Last Man Standing” improved its time period for ABC by wide margins over the same night last year (“No Ordinary Family” on 10/26/10 = 7.1 million and 1.9/5) with Total Viewers (+39%) and Adults 18-49 (+53%). 

“Man Up!” (8:30-9:00 p.m.)
At 8:30 p.m. against the second half-hours of “NCIS” and “The X Factor” special, ABC’s “Man Up!” outdrew “The Biggest Loser” by 1.3 million viewers (6.8 million vs. 5.5 million) and by 5% in Adults 18-49 (2.0/5 vs. 1.9/5), topping the NBC veteran series for the 2nd week in a row.  In addition, the new ABC comedy defeated the NBC unscripted show with Adults 25-54 (+13%), Adults 18-34 (+8%) and Teens 12-17 (+13%). 

“Dancing with the Stars: The Results” (9:00-10:01 p.m.)
Building on its lead-in at 9:00 p.m. and gaining audience throughout its broadcast, ABC’s “Dancing with the Stars: The Results” ranked as the 2nd-most-watched TV show in its hour (14.1 million), outpacing Fox’s “The X Factor” by 2.0 million viewers (12.1 million) and NBC’s “The Biggest Loser” by 8.5 million viewers (5.6 million).  In addition, the ABC dancing results show also defeated the second hour of NBC’s “The Biggest Loser” by 24% in Adults 18-49 (2.6/7 vs. 2.1/5). LGBT rights advocate and author Chaz Bono was the sixth celebrity dancer to leave the ABC dance competition this season. 

“Body of Proof” (10:01-11:00 p.m.)
Building its overall audience for the 2nd week in a row despite going up against the final half-hour of Fox’s 2-1/2 hour “The X Factor” special, ABC’s “Body of Proof” generated its 2nd-most-watched telecast this season in Total Viewers (9.4 million) and Women 18-34 (1.7/5-tie). 

Once again demonstrating stronger lead-in retention for ABC in the hour year over year, “Body of Proof” improved its time period over the same night last year by 1.0 million viewers (“Detroit 1-8-7” = 8.4 million) and by solid margins across all key Women demos: W18-34 (+21%), W18-49 (+4%) and W25-54 (+9%). 

With its 2-hour Halloween-themed comedy block (including a repeat “Modern Family”) leading into “Revenge,” ABC finished a dominant No. 1 on Wednesday night among Adults 18-49, leading runner-up CBS by 18% (3.3/9 vs. 2.8/8).  For the 6th week running this season, ABC delivered Wednesday’s No. 1 TV show among Adults 18-49 with “Modern Family.”     

* The Net exhibited substantial year-to-year gains on the evening for the 6th consecutive week, jumping over the year-ago Wednesday’s all-original lineup (10/27/10) in viewers (+20% – 9.5 million vs. 7.9 million) and young adults (+22% – 3.3/9 vs. 2.7/8).

*  ABC marked its 2nd-most-watched Wednesday this season – best since season-premiere Wednesday (on 9/21/11).

“The Middle” (8:00-8:30 p.m.)
Hitting series highs at 8:00 p.m., ABC’s “The Middle” finished a strong No. 2 in its slot to CBS’ “Survivor:  South Pacific” in viewers (10.2 million) and young adults (3.2/10), while ranking a definitive No. 1 in the half-hour and beating the CBS reality show by wide margins in Adults 18-34 (+32%) and Women 18-34 (+50%).  

* Posting its 4th straight week of Adult 18-49 growth, ABC’s “The Middle” posted series-high numbers in Total Viewers and all key Adults (AD18-34/AD18-49/AD25-54).

* Rising year to year for the 6th week running, “The Middle” bettered its year-ago broadcast (9.5 million and 2.9/9) in viewers (+7%) and young adults (+10%).

“Suburgatory” (8:30-9:00 p.m.)
Building on its Adult 18-49 lead-in for its 6th straight broadcast at 8:30 p.m. (+6%) to achieve a series high, ABC’s “Suburgatory” finished in a near tie with CBS’ “Survivor” in the half-hour in Adults 18-49 (3.4/10 vs. 3.5/10).  The new ABC comedy won its time period among Adults 18-34 and key Women (W18-34/W18-49).

* “Suburgatory” scored series highs with young Adults (AD18-34/AD18-49) and Kids 2-11.  In fact, the freshman comedy generated ABC’s top series performance in the half-hour in nearly 2-1/2 years with Adults 18-49 – since 5/27/09.

* “Suburgatory” once again generated big improvement for the Net over the year-ago time period occupant (“Better with You”) in viewers (+26% – 9.7 million vs. 7.7 million) and young adults (+36% – 3.4/10 vs. 2.5/7). 
“Modern Family” (9:00-9:31 p.m.)
Increasing from its lead-in at 9:00 p.m. to dominate its slot with Adults 18-49 by 67% over CBS’ encore “Criminal Minds” (4.5/12 vs. 2.7/7), ABC’s repeat “Modern Family” registered as the evening’s No. 1 TV program for the 6th straight week. 

* Showing impressive retention of its year-ago original telecast in viewers (86%) and young adults (88%), while growing in Teens 12-17 (+15%), ABC’s “Modern Family” posted its strongest-ever repeat performance.  The third-year ABC comedy surpassed its previous encore highs (on 2/2/11) by 23% in Total Viewers (11.3 million vs. 9.2 million) and by 29% in Adults 18-49 (4.4/12 vs. 3.5/9).

“Happy Endings” (9:31-10:02 p.m.)
In the 9:30 p.m. half-hour, ABC sophomore “Happy Endings” won its slot in Adults 18-49 (3.5/9), while finishing as the No. 1 series in its slot for the 4th week running in Adults 18-34 and Women 18-34.   

* Jumping week to week in viewers (+22% – 8.3 million vs. 6.8 million) and young adults (+17% – 3.5/9 vs. 3.0/7), ABC’s “Happy Endings” hit series highs.  In fact it was the 2nd time in 3 weeks for the ABC sophomore comedy to post series-best results in the key young adult sales demo.

“Revenge” (10:02-11:00 p.m.)
Building on its Total Viewer lead-in during the 10 o’clock hour, ABC freshman drama “Revenge” took first place in its time period in Adults 18-49.   In addition, “Revenge” was the No. 1 series in the hour for its 6th consecutive airing with Adults 18-34 and Women 18-34.

* Growing week to week in viewers (+9% – 8.7 million vs. 8.0 million) and young adults (+8% – 2.7/7 vs. 2.5/7), ABC’s “Revenge” produced the series’ 2nd-highest numbers ever.   Continuing to show forward momentum, the new ABC drama marked its 3rd consecutive week of Total Viewer gains.

* For the freshman series’ 6th straight telecast, “Revenge” tallied huge time-period improvement for ABC, catapulting over the year-ago night (“The Whole Truth” = 4.4 million and 1.1/3) in viewers (+98%) and young adults (+145%).  On average, “Revenge” is ABC’s most-watched series during Wednesday’s 10 o’clock hour in more than 4 years – since “Lost” during the 2006-07 TV Season.

Up against Fox’s extra-innings 2011 World Series Game 6 on the opening night of the November Sweep, ABC stood as the No. 1 non-sports Net on Thursday with Adults 18-34 (2.2/6) and across all key Women demos: W18-34 (3.3/9), W18-49 (4.1/10) and W25-54 (4.9/11). 

* Despite going up against the World Series, ABC surged by double-percentages week to week in Total Viewers (+11% – 8.0 million vs. 7.2 million) and Adults 18-49 (+17% – 2.8/7 vs. 2.4/6).  In fact the Net marked its most-watched Thursday in 4 weeks and posted its top Adult 18-49 number on the night since season-premiere Thursday (on 9/22/11).

“It’s the Great Pumpkin, Charlie Brown” (8:00-9:00 p.m.)
In the 8 o’clock hour, ABC’s special annual rebroadcast of “It’s the Great Pumpkin, Charlie Brown” on its 45th anniversary produced a season high for the Net in the hour among Adults 18-49 (2.3/6).  With the rebroadcast animated Halloween special, ABC beat out NBC’s original comedies by 44% (“Community”/”Parks and Recreation” = 1.6/4) to stand as the No. 2 non-sports net in the hour among Adults 18-49, while ranking No. 1 overall with Kids 2-11 (3.9/12).   

* “It’s the Great Pumpkin, Charlie Brown” was up over its performance in the hour on the same night last year with Total Viewers (+6% – 7.4 million vs. 7.0 million) and Adults 18-49 (+5% – 2.3/6 vs. 2.2/6), while jumping year to year by 45% in Teens 12-17 (best in 3 years) and by 15% with Kids 2-11. 

“Grey’s Anatomy” (9:00-10:02 p.m.)
Building on its lead-in (+61%) at 9:00 p.m. and growing week to week opposite the World Series, ABC’s “Grey’s Anatomy” qualified as Thursday’s No. 1 drama in Adults 18-49 for the 6th straight week this season.  Beating out its non-sports competition in the 9 o’clock hour by strong margins with young adults, “Grey’s” (3.7/9) outdelivered CBS’ “Person of Interest” by a best-yet 37% (2.7/7) and NBC’s original comedies (“The Office”/”Whitney”) by 48% (2.5/6).  In addition, the ABC drama won its time slot for the 2nd week in a row over the World Series across all key Women measures (W18-34/W18-49/W25-54). “Grey’s” qualified as Thursday’s No. 1 TV show overall with Women 18-49 for the 5th time in 6 telecasts this season.

* Although it faced the World Series, “Grey’s” rose week to week in Total Viewers (+4% – 9.9 million vs. 9.5 million) and Adults 18-49 (+3% – 3.7/9 vs. 3.6/9), hitting a best-since-premiere number in the key young adult sales demo.  Building its Men 18-49 audience (+11%) for the 2nd week in a row against the Fall Classic, “Grey’s” equaled a season high. 

“Private Practice” (10:02-11:00 p.m.)
Up week to week, ABC’s “Private Practice” ran neck-and-neck with CBS’ “The Mentalist” for the series lead in the 10 o’clock hour among Adults 18-49 (2.4/6 vs. 2.5/6 – pacing within 1 tenth of a rating point and tied in audience share).  Defeating “The Mentalist,” “Private Practice” finished as the No. 1 drama in the hour for the 5th consecutive week with Adults 18-34 and among key Women (W18-34/W18-49). 

* Gaining week to week in viewers (6.40 million vs. 6.38 million) and young adults (2.4/6 vs. 2.3/6), “Private Practice” scored best-since premiere numbers across a number of key measures: Total Viewers, as well as across all key Adult and Women demographics.

With the premiere of “Extreme Makeover: Home Edition” in its new Friday 8:00-9:00 p.m. time period, followed by a second episode of “Home Edition” leading into “20/20,” ABC ranked No. 1 on Friday in Adults 18-49 (1.6/5-tie), equaling a 10-month high on the night in the key young adult sales demo – best since 12/31/10.

“Extreme Makeover: Home Edition” (8:00-9:00 p.m.)
Opposite the deciding Game 7 of the 2011 World Series from 8:00-9:00 p.m. on Friday, ABC’s “Extreme Makeover: Home Edition” outdrew NBC’s season premiere of “Chuck” by 21% in Total Viewers (4.1 million vs. 3.4 million). 

“20/20” (10:00-11:00 p.m.)
Building on its lead-in by 1.0 million viewers at 10:00 p.m. and gaining audience throughout its broadcast against the World Series, ABC’s “20/20” defeated NBC’s time-period premiere of “Dateline” in the hour by 11% in Total Viewers (5.2 million vs. 4.7 million). “20/20” featured Barbara Walters’ report “Billionaire Secrets: What They Know That Can Change Your Life.”

* Despite facing stiff competition from the Fall Classic, ABC’s “20/20” attracted its 2nd-largest audience this season.

With coverage of “Saturday Night Football” (Stanford at USC/Clemson at Georgia Tech), ABC easily won Saturday, outpacing runner-up Fox by 47% in Adults 18-49 (2.2/7 vs. 1.5/5) and by 58% in Total Viewers (6.8 million vs. 4.3 million). The Net grew week to week by 100% in viewers and by 120% in young adults, generating its largest audience on the night this season and its highest Adult 18-49 number since season premiere Saturday (on 9/24/11).

* ABC’s “Saturday Night Football” stood as the definitive No. 1 TV show on Saturday among Total Viewers (8.4 million) and Adults 18-49 (2.8/9).

* Soaring by 4.9 million viewers and by 155% in young adults over coverage of the prior week’s games (Texas Tech at Oklahoma/Washington at Stanford on 10/22/10 = 3.5 million and 1.1/4), “Saturday Night Football” delivered its 2nd-best numbers of the season on both Nielsen measures. In addition, “Saturday Night Football” grew over coverage on the year-ago night (Oregon at USC/Ohio State at Minnesota on 10/30/10 = 7.6 million and 2.5/9) by double-digit percentages in Total Viewers (+10%) and Adults 18-49 (+12%).

Against strong sports-led competition on the evening from an ultra high-rated Sunday Night Football contest (Dallas Cowboys-Philadelphia Eagles) and CBS’ NFL-overrun fueled lineup,  ABC hit Sunday season highs in Adults 18-34 and across all key Women demos (W18-34/W18-49/W25-54). 

* Despite starting out the evening with a rebroadcast of the “Once Upon a Time” pilot in the 7:00 p.m. hour, ABC was up over the year-ago evening’s all-original lineup by double-digit percentages with young Adults and key Women: AD18-49 (+14% – 2.5/6 vs. 2.2/6), AD18-34 (+12% – 1.9/5 vs. 1.7/5), W18-34 (+23% – 2.7/7 vs. 2.2/7) and W18-49 (+21% – 3.5/9 vs. 2.9/8).

“Once Upon a Time” (8:00-9:00 p.m.)
More than tripling its Adult 18-49 lead-in at 8:00 p.m. (+225% – 3.9/9 vs. 1.2/3) and building its audience throughout its broadcast opposite “Sunday Night Football” and CBS’ NFL-overrun driven programming (“60 Minutes”/”Amazing Race”), ABC’s “Once Upon a Time” finished as the definitive No. 1 non-sports program in its time period.  From 8:00-9:00 p.m., ABC self starter “Once Upon a Time” beat out CBS’ football-driven combo of “60 Minutes” and “Amazing Race” by 15% (3.4/8) and Fox’s “The Simpsons” into the series premiere of “Allen Gregory” by 22% among Adults 18-49 (3.2/8), while winning its hour outright among Women 18-49 (5.3/13).  Despite the fierce competition, the new ABC drama gained nearly 1.0 million viewers (11.3 million to 12.2 million) and 8% among Adults 18-49 (3.8/9 to 4.1/9) from its first half-hour to its second half-hour.  

* ABC’s “Once Upon a Time” retained an impressive 98% of its big week-ago series premiere audience in Adults 18-49 and 100% in Adults 18-34, while growing over its debut telecast with Teens 12-17 (+4%).  In fact among young adults, “Once Upon a Time” demonstrated the strongest debut retention (Week 1 to Week 2) for any ABC fall drama launch in 6 years – since September 2005.

* “Once Upon a Time” ran neck-and-neck with Fox’s traditionally high rated annual “The Simpsons Treehouse of Horror” Halloween episode as the night’s No. 1 entertainment show in Adults 18-49, and was Sunday’s No. 1 entertainment program for the 2nd week in a row in Women 18-49.

“Desperate Housewives” (9:00-10:01 p.m.)
Continuing to grow, ABC’s “Desperate Housewives” (3.1/7) paced well ahead of its non-sports competition in the 9 o’clock hour among Adults 18-49, defeating CBS’ “Amazing Race”/”The Good Wife” (leading CBS for the 6th week running) by 24% (2.5/5) and Fox’s animated comedies (“Family Guy”/”The Cleveland Show”) by 11% (2.8/6).

* Rising in viewers and young adults for the 2nd straight week, ABC’s “Desperate Housewives” marked best-since-premiere results on both Nielsen measures.  The ABC drama tied season-high numbers with key Women (W18-49/W25-54).

“Pan Am” (10:01-11:00 p.m.)
During the 10 o’clock hour, ABC’s “Pan Am” built week to week in Adults 18-34 (+7% – 1.5/4 vs. 1.4/4), Women 18-34 (+11% – 2.1/6 vs. 1.9/5) and Women 18-49 (+8% – 2.7/7 vs. 2.5/6), equaling its highest ratings in 4 weeks (since 10/2/11).  In fact, it was the new drama’s 2nd consecutive week of audience gains across all 3 Nielsen measures.

WEEK NO. 6:   ADULTS 18-49            TOTAL VIEWERS
              No.1   FOX 3.9      No.1 FOX    12,580,000
              No.2   CBS 2.8      No.2 CBS    11,030,000
              No.3   ABC 2.5      No.3 ABC     8,870,000
              No.4   NBC 2.3      No.4 NBC     6,520,000
              No.5   CW  0.7      No.5 CW      1,780,000

Source: The Nielsen Company, National, Live+ Same Day Program Ratings, week of 10/24/11. 

(Source: ABC)