ABC's S.H.I.E.L.D. UP 13% in Key Demo; Earns Best-Since-Premiere Rating

Opposite Game 6 of the 2014 WORLD SERIES on Fox, ABC's Tuesday night was up week to week in Total Viewers (+5% - 4.4 million vs. 4.2 million) and Adults 18-49 (+8% - 1.3/4 vs. 1.2/4).

"The Great Halloween Fright Night" (8:00-9:00 p.m. - 3.8 million and 1.1/4 in AD18-49):

At 8:00 p.m. against the start of the World Series, ABC's special "The Great Halloween Fright Night" improved its hour week to week in Total Viewers (+19% - 3.8 million vs. 3.2 million) and Adults 18-49 (+22% - 1.1/4 vs. 0.9/3) to deliver 4-week highs in the time period - since 9/30/14.

"Marvel's Agents of S.H.I.E.L.D." (9:00-10:00 p.m. - 4.5 million and 1.7/5 in AD18-49):

Surging from its lead-in (+55%) at 9:00 p.m. against the World Series, NBC's "The Voice"-driven comedies and CBS' "NCIS: New Orleans," ABC's "Marvel's Agents of S.H.I.E.L.D." was up 13% from its week-ago Fast Affiliate Adult 18-49 number (1.7/5 vs. 1.5/4 - which adjusted up in the Nationals to a 1.6/4), equaling a best-since-premiere rating - since 9/23/14. In addition, despite facing the Fall Classic, "S.H.I.E.L.D." spiked with Adults 18-34 (+30% - highest rating in 5 weeks) and Men 18-34 (+36% - tying a season high). From 9:00-10:00 p.m., "S.H.I.E.L.D." beat NBC's "The Voice"-fueled comedies ("Marry Me"/"About a Boy") by 21% in Adults 18-49 (1.7/5 vs. 1.4/4) and finished as the No. 1 series in its hour for the 3rd week in a row among Men 18-34.

The ABC drama improved its hour from the year-ago night by 13% in Adults 18-49 (vs. a 1.5/4 on 10/29/13).

"Forever" (10:00-11:00 p.m. - 5.0 million and 1.1/3 in AD18-49):

Building on its lead-in with Total Viewers (+11%) at 10:00 p.m., ABC's "Forever" (5.0 million) drew its biggest audience in 3 weeks - since 10/07/14. In addition, the freshman ABC drama improved its hour year to year by 56% in Total Viewers and by 22% in Adults 18-49.

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 49% currently, from 48% at the same point in 2013. 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.

Projections Rationale:
Lifts vs. L+SD are based on the 2013-14 season for premiere telecast or an average for originals (excluding the premiere).
Returning shows: Profile based on same show (either premiere or averages for originals).
New Series: Based on similar series.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 10/28/14.