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DAYS OF OUR LIVES Hits Two-Year High in Women 18-49

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DAYS OF OUR LIVES Hits Two-Year High in Women 18-49

"Days of our Lives" has delivered its biggest weeklong women 18-49 audience in more than two years and its biggest overall audience in nearly three years, reaching those peaks during the holiday week of Dec. 30-Jan. 3, according to "live plus same day" viewing figures for the week of Dec. 30-Jan. 3 from Nielsen Media Research.

For the week, "Days of our Lives" (1.0 rating, 6 share among women 18-49, 0.6 rating among women 18-34) tied for #6 among network daytime series in the women 18-49 demographic and tied for #5 in the women 18-34 race.

"Days" averaged 669,000 women 18-49 during the holiday week, its biggest audience in that key demo since the week of Nov. 21-25, 2011 (703,000). In total viewers, "Days" averaged 3.021 million persons last week, its biggest overall audience since the week of Jan. 31-Feb. 4, 2011 (3.030 million). Note that "Days of our Lives" aired as a special on Tuesday due to the New Year's Eve holiday and was preempted on Wednesday.

For the week versus the same week last year, "Days of our Lives" was up 42% in the women 18-34 category (212,000 vs. 149,000), up 28% in the women 18-49 demographic (669,000 vs. 522,000), up 21% in the women 25-54 race (786,000 vs. 652,000) and up 23% in total viewers (3.0 million vs. 2.5 million).

Season to date, "Days of our Lives" is tied for #6 in the women 18-49 category and tied for #5 in the women 18-34 demo. Season to date, "Days of our Lives" is up 8% in the women 18-34 category (217,000 vs. 201,000), up 13% in the women 18-49 race (700,000 vs. 617,000), up 13% in the women 25-54 demo (854,000 vs. 758,000) and up 10% in total viewers (2.9 million vs. 2.6 million).

Also on NBC last week, Wednesday's coverage of the 125th Tournament of Roses Parade (1.4 rating in adults 18-49, 7.6 million viewers overall from 11:30 a.m.-1 p.m. ET) hit a 12-year high in total viewers, with its biggest overall audience since 2002 (7.8 million). Versus last year's 6.5 million viewers, the 2014 telecast was up 16%. NBC's 2014 coverage matched the year-ago 18-49 rating (1.4).

Ratings reflect "live plus same day" data from Nielsen Media Research unless otherwise noted. Fourth-quarter and season-to-date figures are averages of "live plus seven day" data except for the two most recent weeks, which are "live plus same day."

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