ABC Wins Wednesday in Adults 18 - 49 for 10/12
By: Caryn Robbins Oct. 13, 2011
Up against Fox's MLB Playoffs extra-innings game (Detroit-Texas Game 4), ABC ranked No. 1 on Wednesday night among Adults 18-49 (3.4/9), building 6% week to week. In addition, for the 4th straight week this season, ABC aired Wednesday's No. 1 TV show with "Modern Family."
* ABC's Wednesday numbers continued to pace well ahead of last year (10/13/10) in both Total Viewers (+20% - 9.1 million 7.6 million) and Adults 18-49 (+26% - 3.4/9 vs. 2.7/8), growing year to year for the 4th week running this season.
"The Middle" (8:00-8:30 p.m.)
At 8:00 p.m., ABC's "The Middle" took full control of its comedy competition in the half-hour, towering over NBC's "Up All Night" by 3.6 million viewers (8.8 million vs. 5.2 million) and by 40% in Adults 18-49 (2.8/9 vs. 2.0/6). In addition, "The Middle" ranked No. 1 in its half-hour with Adults 18-34 and key Women (W18-34/W18-49), while standing as the highest-rated broadcast program with Teens 12-17 and Kids 2-11.
* The third season ABC comedy equaled the series' 2nd-highest-ever number with Adults 18-34.
* Building its numbers year to year for the 4th time in as many telecasts this season, "The Middle" was up over the same night last year by 10% in viewers and by 12% in young adults (8.0 million and 2.5/8 on 10/13/10).
"Suburgatory" (8:30-9:00 p.m.)
Building on its Adult 18-49 lead-in for its 3rd straight telecast (+7%) at 8:30 p.m., ABC's "Suburgatory" finished a solid No. 2 in its time period to CBS' "Survivor." Like its lead-in, the new ABC comedy ranked No. 1 in its slot with Adults 18-34 and key Women (W18-34/W18-49), while qualifying as the broadcast leader with Teens 12-17.
* Despite facing post-season baseball, "Suburgatory" held 100% of its Adult 18-34 audience week to week and rose 6% in Men 18-34 to match a series best.
* "Suburgatory" once again delivered big improvement for ABC over the year-ago time period occupant ("Better with You" = 6.4 million and 2.1/6) in viewers (+38%) and young adults (+43%).
"Modern Family" (9:00-9:30 p.m.)Gaining on its lead-in at 9:00 p.m. to dominate its time period with Adults 18-49 over the MLB Playoffs (+84% - 3.1/8) and CBS' "Criminal Minds" (+58% - 3.6/9), ABC's "Modern Family" qualified as the evening's No. 1 TV show in the key young adult sales demo (4th week running). The ABC comedy was also Wednesday's most-watched television show overall for the 3rd time in 4 weeks.
* Opposite the baseball playoffs, "Modern Family" retained 100% of its week ago Adult 18-49 audience (equaling its 2nd-highest-ever regular telecast) and built week to week across a number of key demos, including Total Viewers, AD25-54, W18-49, M18-34, Teens 12-17 and Kids 2-11 (surging 50% week to week and hitting a season high).
* Growing year to year for the 4th consecutive telecast this season, "Modern Family" improved over its year-ago telecast (11.5 million and 4.8/13) by 17% in viewers and by 19% with young adults.
"Happy Endings" (9:30-10:00 p.m.)
In the 9:30 p.m. half-hour, ABC's sophomore "Happy Endings" surged to series highs, up by double-digit percentages week to week with Total Viewers (+12% - 7.5 million vs. 6.7 million) and Adults 18-49 (+18% - 3.3/8 vs. 2.8/7). For the 2nd week in a row, "Happy Endings" ranked No. 1 in its slot with Adults 18-34 and Women 18-34.
* "Happy Endings" improved its half-hour year to year in viewers (+4%) and young adults (+3%).
"Revenge" (10:00-11:00 p.m.)
Building on its Total Viewer lead-in (+5% - 7.9 million vs. 7.5 million) during the 10 o'clock hour against established dramas on both CBS ("CSI") and NBC ("L&O: SVU"), ABC's freshman drama "Revenge" ranked No. 1 in its slot with Adults 18-49 for the 2nd time in 4 weeks. In addition, "Revenge" was the No. 1 show in the hour for its 4th telecast in a row with Adults 18-34 and Women 18-34, while also leading with Adults 25-54.
* The new ABC drama was up week to week in Total Viewers (+3%) and Adults 18-49 (+13%). In addition, "Revenge" surged by 28% week to week with Adults 18-34, hitting its 2nd-highest number to date.
* "Revenge" continued to post big time-period increases for ABC, jumping over the year-ago night ("20/20 SP Edition" = 6.1 million and 1.7/5) in viewers (+30%) and young adults (+59%).
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 42% currently, from 38% at the same point in 2010. 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.
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