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ABC's S.H.I.E.L.D. is Top-Rated Scripted Series in its Hour

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ABC's S.H.I.E.L.D. is Top-Rated Scripted Series in its Hour

"Marvel's Agents of S.H.I.E.L.D." (8:00-9:00 p.m. - 5.4 million and 1.8/6 in AD18-49):
On its first original telecast in 3 weeks (since 3/11/14), ABC's "Marvel's Agents of S.H.I.E.L.D." returned to more than double the delivery of Fox's "Glee" in the 8:00 p.m. hour in Total Viewers (+108% - 5.4 million vs. 2.6 million ) and doubled it in Adults 18-49 (+100% - 1.8/5 vs. 0.9/3). In addition, "S.H.I.E.L.D." tied NBC's "The Voice" for first place in The Hour with Men 18-34 (1.6/7) and beat CBS' original "NCIS" by 60% (1.0/4) to rank as the No. 1 scripted series in its slot for its 16th-straight original broadcast among hard-to-reach young men. "S.H.I.E.L.D." shot up over its last original by 38% in Teens 12-17, while retaining 90% or more of its 3-week ago audience in viewers and all key men: Total Viewers (90%), Men 18-34 (94%), Men 18-49 (91%) and Men 25-54 (93%).

"S.H.I.E.L.D." grew its hour year to year for ABC, gaining 29% in Adults 18-49 over the year-ago night with original programming. Season to date in the key young adult sales demo, the freshman series has improved its time slot by 52%.

"Marvel's Agents of S.H.I.E.L.D." continues to see big increases to its overnight numbers via TV Playback (among TV's Top 5 biggest broadcast gainers this season), with originals adding an average of 1.6 Adult 18-49 rating points (+62%) from Live + Same Day to Live + 7 Day. In fact, the new ABC drama is Tuesday's No. 1 scripted show this season with Adults 18-49 based on original telecasts, beating CBS' "NCIS" (4.2 rating vs. 4.1 rating).

"The Goldbergs" (9:00-9:30 p.m. - 4.5 million and 1.5/4 in AD18-49):
During the 9:00 p.m. half-hour, ABC freshman "The Goldbergs" dominated Fox's return of "The Mindy Project" by 137% in Total Viewers (4.5 million vs. 1.9 million) and by 50% in Adults 18-49 (1.5/4 vs. 1.0/3). The ABC comedy was up for its 2nd straight original with Men 18-34 (+10%).

"Trophy Wife" (9:30-10:00 p.m. - 2.9 million and 1.0/3 in AD18-49):
In the 9:30 p.m. half-hour, ABC's "Trophy Wife" retained 100% of its last original two weeks ago in Adults 18-49 to equal its best number in nearly 3 months - since 1/14/14. The ABC freshman comedy outdrew Fox's sophomore "The Mindy Project" in the half-hour by 1.0 million viewers (2.9 million vs. 1.9 million) and tied among Adults 18-49 (1.0/3).

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 47% 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.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 04/01/14.

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