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ABC's 'S.H.I.E.L.D.' Is No. 1 Series in Its Slot in Key Demo

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ABC's 'S.H.I.E.L.D.' Is No. 1 Series in Its Slot in Key Demo

"Marvel's Agents of S.H.I.E.L.D." (8:00-9:00 p.m. - 5.9 million and 2.0/6 in AD18-49):
Returning to original after the prior week's repeat, ABC's "Marvel's Agents of S.H.I.E.L.D." earned second place in the 8:00 p.m. hour to CBS' top-rated "NCIS" among Adults 18-49, while finishing as the No. 1 series in its time period with Men 18-34 for its 10th-consecutive first-run airing.

On the most recent week of L+7 data (w/o 11/18/13), "S.H.I.E.L.D." added 1.6 rating points to its L+SD total, outdelivering CBS' "NCIS" among Adults 18-49 (4.0 rating vs. 3.9 rating). In fact, on average in the Live + 7 Day ratings for original telecasts, ABC's "Marvel's Agents of S.H.I.E.L.D." is Tuesday's No. 1 TV show this season in Adults 18-49 (4.8 rating), outdelivering NBC's "The Voice" by 4% (4.6 rating) and CBS' "NCIS" by 14% (4.2 rating).

On average, "S.H.I.E.L.D." has improved its time slot by 86% in Adults 18-49 over the comparable weeks last season, making it ABC's top-rated program in The Hour in 4 years - since the 2009-10 TV season.

"The Goldbergs" (9:00-9:30 p.m. - 4.9 million and 1.7/5 in AD18-49):
In the 9:00 p.m. half-hour, ABC's "The Goldbergs" surged week to week in Adults 18-49 (+21%) to equal a 9-week high - since 10/8/13.

"The Goldbergs" improved its time period year to year, growing the half-hour by 53% in Total Viewers and 42% in Adults 18-49 over original comedy programming on the year-ago night ("Happy Endings" = 3.2 million and 1.2/3 on 12/11/12).

"Trophy Wife" (9:30-10:00 p.m. - 3.5 million and 1.2/3 in AD18-49):
In the 9:30 p.m. half-hour, ABC's "Trophy Wife" was up week to week in Adults 18-49 (+9%) to match a 6-week high - since 10/29/13.

Like its lead-in, "Trophy Wife" improved its half-hour year to year, topping original comedy programming on the same night last year by 40% in Total Viewers and by 20% in Adults 18-49 ("B---- in Apt 23" = 2.5 million and 1.0/3 on 12/11/12).

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 48% currently, from 46% at the same point in 2012. 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: The Nielsen Company (Fast Affiliate Live + Same Day Ratings), 12/10/13.


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