from CW Press release:
VR USE DRIVES DRAMATIC DOUBLE-DIGIT GAINS TO THE CW'S PREMIERES IN TARGET DEMOS
WITH LIVE-PLUS SEVEN DAY RATINGS
GOSSIP GIRL and 90210 Debuts Add More than a Third Additional Viewersin Target Demos with Live-Plus Seven Viewing Included
AMERICA'S NEXT TOP MODEL Gains Over 50% More Viewers in Key Demos with Live-Plus Seven Data
The CW Scores Largest Percent Gains of Any Network
in Women 18-34 and Adults 18-34 With New DVR Data Included
September 22, 2008 (Burbank, CA) - The second season premiere of "Gossip Girl" and the series debut of "90210" each added over a third more viewers in target demographics with Live-Plus Seven Day DVR viewing included. "America's Next Top Model" gained over 50% more viewers in key demos once Live-Plus Seven DVR data was factored in.
The CW Network saw the largest primetime viewership increases (on a percentage basis) of any network in target demographics of women 18-34 and adults 18-34 for the week of 9/1/08 once Live-Plus Seven Day DVR usage was included. Overall, The CW's primetime weekly average improved 32% in adults 18-34 (1.89 v. 1.43) and 33% in women 18-34 (2.65 v. 2.00) according to Nielsen live-plus 7 day ratings vs. live only viewing.
For the week of 9/1/08:
"Gossip Girl" added 38% more women 18-34 (3.69rtg v. 2.67rtg) and 36% more adults 18-34 (2.51rtg v. 1.84rtg) in Live+7 DVR viewing compared to those who only watched live. Following "Gossip Girl," the season premiere of "One Tree Hill" added 26% more women 18-34 (3.59rtg v. 2.85rtg) and 29% more adults 18-34 (2.55rtg v. 1.98rtg) in Live+7 DVR viewing compared to those who only watched live.
The series premiere of The CW's highly anticipated new series "90210" scored increases of 39% in women 18-34 (5.29rtg v. 3.80rtg) and 41% more adults 18-34 (3.62rtg v. 2.57rtg) in Live+7 DVR viewing compared to those who only watched live.
The cycle 11 premiere of "America's Next Top Model" benefited most from DVR usage, adding 54% more women 18-34 (3.67rtg v. 2.39rtg) and 53% more adults 18-34 (2.38rtg v. 1.56rtg) in Live+7 DVR viewing compared to those who only watched live.