ABC's 'S.H.I.E.L.D.' is No. 1 Scripted Show in its Slot in Adults 18-34

"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):
Building on its lead-in at 9:00 p.m. against "The Voice" and "NCIS: New Orleans," ABC's "Marvel's Agents of S.H.I.E.L.D." was the No. 1 scripted show in its hour for the 2nd week in a row among Adults 18-34 and key Men (M18-34/M18-49). Please Note: "S.H.I.E.L.D." regularly goes up from the Fast Affiliate numbers to the Nationals, rising 2-tenths of an Adult 18-49 ratings point last week. In fact, the ABC drama paced within 2-tenths of its week-ago season premiere Fast Affiliate Adult 18-49 rating (1.7/5 vs. 1.9/6).

Live + 3 Day for "S.H.I.E.L.D.'s" Premiere: ABC's "S.H.I.E.L.D." opener went up to 8.9 million viewers (+48% - up +2.9 mil from 6.0 mil L+SD) and a 3.2 in Adults 18-49 (+52% - up +1.1 from 2.1 L+SD). "S.H.I.E.L.D.'s" L3 gains were much higher than last year's debut in viewers (+48% vs. 31%) and young adults (+52% vs. 38%). With bigger playback lift than its CBS drama competition in THE HOUR (52% vs. 28%), "S.H.I.E.L.D." moved up to tie the "NCIS-driven" debut of "NCIS: New Orleans" at a 3.2 rating in Adults 18-49 in the 9:00 p.m. time slot. At 52%, it delivered a bigger lift than any of its Tuesday drama competitors in Adults 18-49.

"Forever" (10:00-11:00 p.m. - 6.5 million and 1.3/4 in AD18-49):
At 10:00 p.m., "Forever" built on its lead-in by more than 1 million viewers and delivered big year-to-year time period improvement for ABC, jumping over the year-ago drama ("Lucky 7") by 3.0 million viewers (5.6 million vs. 2.6 million) and by 86% in Adults 18-49 (1.3/4 vs. 0.7/2).

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 09/30/14.

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