Although America's Next Top Model looks to have lost over 1.5 million viewers since its premiere last fall, CW has dubbed last night's season premiere where it averaged around 3.5 million viewers as "staying fierce" even though last fall's season premiere drew over 5.2 million.
The CW has let us know its primary target is definitely women 18-34 years old, where it claims a tie for first last night. We don't have the female 18-34 numbers from last year to compare it too. I say "claims" only because like most of the mainstream English speaking media, CW doesn't consider Univision in its comparisons (and in fairness, they are not likely competing for the same advertisng dollars). We don't know how Uni did among 18-34 year old women last night, but CW claims it was second among total 18-34 year olds last night (both male and female) and we do know it actually trailed both Fox and Univision.
Below is the full press release from CW:
AMERICA'S NEXT TOP MODEL STAYS FIERCE
IN THE FACE OF TOUGH COMPETITION
TOP MODEL Ranks First in Time Period with Young Women
TOP MODEL Builds Momentum Through Premiere Night
CW Affiliates in Major Markets Win Wednesday in Key Demos, including
New York, Los Angeles, Philadelphia, Dallas, San Francisco,
Atlanta, Washington DC, Tampa and Seattle
September 4, 2008 (Burbank, CA) - Against tough competition from a two-hour "Bones" premiere and two hours of "America's Got Talent," the two-hour premiere of The CW's AMERICA'S NEXT TOP MODEL ranked first on Wednesday with the network's target young female audience, including women 18-34 (3.0/9-tie), females 12-34 (2.9/9-tie) and female teens (2.8/10), according to preliminary live plus same day Nielsen ratings for Wednesday, Sept. 3, 2008. The 11th cycle debut of TOP MODEL also ranked second in adults 18-34 (1.9/6-tie).
TOP MODEL gained momentum through its premiere night, building in the 9:00p.m. hour by 11% in women 18-34, 5% in adults 18-34, 17% in women 18-49, 13% in adults 18-49, 12% in viewers, 11% in persons 12-34 and 11% in females 12-34.
The 11th cycle premiere of TOP MODEL earned several of The CW's major market stations another win on Wednesday night in key demos. Among women 18-34, The CW was the number one network in New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Atlanta, Washington DC, Phoenix, Tampa, Seattle and Cleveland. Among adults 18-34, The CW was first in New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Atlanta, Washington DC, Houston, Detroit, Tampa and Seattle.
In adults 18-49, The CW won Wednesday night in markets such as New York, Chicago, San Francisco and Atlanta.