Week of July 4th holiday ABC


Overall: During the week of the July 4th holiday (w/o 6/28/10), ABC’s primetime numbers surged over the same week last year by 22% in Total Viewers and 18% in Adults 18-49.  In fact the Net registered its 7th consecutive week of year-to year gains with both viewers and young adults.  ABC claimed 5 of the week’s Top 20 primetime TV programs with Adults 18-49, placing 3 of the Top 6 shows:  The Bachelorette – #2, Wipeout-THURS – #4, Wipeout-TUES – #6, Rookie Blue – #17 and True Beauty – #19.  The Net aired 4 of the Top 15 most-watched shows overall:  The Bachelorette – #3, Wipeout-THURS – #6, Wipeout-TUES – #8 and Rookie Blue – #15.   ABC’s The Bachelorette qualified as the week’s #1 show with Adults 18-34 and across all key Women demos (W18-34/W18-49/W25-54).    ABC News’ Boston Med on Thursday registered as TV’s #1 newsmagazine in Adults 18-49 and Adults 25-54.  In fact among Adults 18-49, ABC News delivered TV’s highest-rated newsmagazine for the 4th time in 5 weeks.  Compared to the same point last year, ABC’s summer results are up by double-digits among Total Viewers (+27%) and Adults 18-49 (+22%).  In fact ABC is generating its most-watched summer in 9 years – since 2001.

Monday: Driven by continued strong returns from both The Bachelorette and True Beauty, ABC once again earned first place on Monday in both Total Viewers and Adults 18-49, hitting summer-highs on the night with its top summer performance since 7/27/09.  In fact the Network ranked #1 in Adults 18-49 for its 4th straight Monday, beating second-place CBS by 50%, third-place Fox by 69% and fourth-place NBC by 93%.  Gaining overall audience year to year for the 5th week in a row, ABC built its Monday numbers over the same night last year (6/29/09) by 1.3 million viewers and 13% in Adults 18-49.  The time-period leader, ABC’s The Bachelorette finished #1 for the 5th week in a row, overpowering its nearest 8–10pm broadcast competition (CBS) by 3.1 million viewers and by 60%.  The veteran unscripted series gained overall audience during each half-hour of its 2-hour broadcast.  The Bachelorette finished as Monday’s #1 television program in Adults 18-49 for the 3rd week in a row, and for the 5th week running was the night’s dominant #1 TV show across all key Women demographics (W18-34/W18-49/W25-54).  The Bachelorette achieved season-highs in Total Viewers and Adults 18-49.  In fact excluding season finales, the series drew its biggest audience since February 2004 (since 2/18/04 during Season 2) and its highest Adult 18-49 rating since February 2005 (since 2/21/05 during Season 3).  On average, The Bachelorette is up over its performance at the same point last year by 1.2 million viewers and by 7% in Adults 18-49.  ABC’s True Beauty ranked #1 in the 10 o’clock hour among key Women for the 3rd week in a row.  On average, True Beauty is improving its time period year to year for ABC by 6% in Total Viewers.

Tuesday:  For the 2nd week in a row, ABC generated big year-to-year improvement with its new Tuesday summer schedule.   Continuing to grow its young adult audience in each hour from the year-ago night, the Net surged over the same Tuesday last year (on 6/30/09 with an all-original schedule) by 1.7 million viewers and by 55% in Adults 18-49.  ABC’s Wipeout ranked #1 in its 8pm time slot among Adults 18-49 for the 2nd straight week.  The broad-appealing ABC unscripted series also won its hour for the 2nd week running among Adults 25-54 and key Men (M18-49/M25-54), and once again finished as Tuesday’s top-rated broadcast show with Teens 12-17 and Kids 2-11.  Against well-established unscripted competition in the 9 o’clock hour on NBC (America’s Got Talent) and Fox (second hour of Hell’s Kitchen), Downfall continued to substantially improve its time period for ABC year to year, jumping by 1.2 million viewers and by 40% in Adults 18-49 over the year-ago evening.  In the 10 o’clock hour, ABC News’ Primetime: Mind Games placed #2 against its CBS and NBC competition among Adults 18-34.  The newsmagazine boosted ABC’s delivery in the hour year-to-year by 11% in Adults 18-49.

Thursday:  Growing week to week, ABC’s new Thursday lineup won the night for the 2nd week in a row among Adults 18-49, beating Fox by 18%, CBS by 54% and NBC by 100%.  In fact ABC finished #1 on the evening for the 5th straight week and for the 6th time in the last 7 weeks.    ABC continued to deliver strong year-to-year improvement on the night, surging over the same night last summer (7/2/09) by 4.3 million viewers and by 186% in Adults 18-49.  In fact the Network has been up year-over-year on Thursday for 4 consecutive weeks.  The Net posted week-to-week gains with its new Thursday schedule, drawing its highest summertime non-sports numbers on the evening in close to 4 years with Total Viewers and Adults 18-49 – since 8/17/06 and 8/24/06, respectively.  ABC’s Wipeout won its 8-9pm time period for the 2nd week running in Total Viewers and Adults 18-49, standing as Thursday’s #1 TV program on both Nielsen measures.  It was the 2nd week in a row for Wipeout to qualify as Thursday’s top-rated show with young adults, beating Fox’s So You Think You Can Dance.  Despite declining overall TV usage heading into the 4th of July holiday weekend, Wipeout was up over its week-ago season premiere in the hour in both Total Viewers (+10%) and Adults 18-49 (+8%).  In viewers and young adults, Wipeout registered ABC’s best non-sports numbers in the hour in more than 8 months – since 10/29/09 and 10/22/09, respectively.  Exhibiting strong retention of its week-ago series debut, ABC’s freshman series Rookie Blue finished in virtual-tie for first place with CBS in the 9 o’clock hour among Total Viewers and ran a very strong second to Fox’s So You Think You Can Dance among Adults 18-49.  The new ABC drama finished #1 in its time slot with Adults 25-54 and Men 25-54.   Rookie Blue substantially boosted the hour year to year for ABC in Total Viewers (+4.6 million) and in Adults 18-49 (+200%).  In addition to holding nearly all of its debut audience in Total Viewers and Adults 18-49 (94%/95%), Rookie Blue was up over its week-earlier debut among key demos: AD18-34, W18-34 and M18-34.  Building on its week-ago season premiere in viewers (+4%), ABC’s Boston Med placed a strong second in the 10 o’clock hour with Total Viewers and Adults 18-49.   The ABC News program ranked #1 in its hour with Women 18-34.  Versus the year-ago night, Boston Med generated big gains for ABC the 10 o’clock hour, jumping by 3.1 million viewers and by 117% in Adults 18-49.  

(source; ABC)