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In the Live + 7 Day Stats, ABC's Week 2 Results Grow from First-Reported Numbers by 5% in Viewers, by 7% in Adults 18-49 and by 10% in Adults 18-34

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October 20th, 2008

ABC spins the Live+7 results via press release, although we know they are meaningless for advertising:

On Average This Season, 5 of ABC's Series Grow by 1 Million Viewers or
More from the Initially Reported Numbers to the Finalized DVR Playback Results

Among Adults 18-49, All 8 of ABC's Scripted Series This Season Exhibit a
10% or Greater Increase from the Live + Same Day to Live + 7 Day Ratings

"Private Practice" Gains 1 Million Viewers and 15% in Adults 18-49 in the Final Stats

2008-09 WEEK No. 1 Live + 7 Day Ratings:
In the Live + 7 Day ratings for Week No. 2 of the 2008-09 TV Season, ABC's primetime averages increased from the initially-reported Live + Same Day numbers by +5% in Total Viewers (9.2 million to 9.7 million), by +7% in Adults 18-49 (2.8/8 to 3.0/8) and by +10% in Adults 18-34 (2.1/7 to 2.3/7). In the final DVR numbers, on a week where "Grey's Anatomy" was pre-empted for the Vice Presidential Debate, ABC took second for the week (w/o 9/29/08) in Viewers and Adults 18-49, while ranking No. 1 across among key Women demographics (W18-34/W18-49).

* Season to date, ABC series are among the most popularly recorded and played back. Like last season, ABC's "Grey's Anatomy" is once again TV's most-played-back show this season. On average, "Grey's Anatomy" stood as the biggest actual gainer from the originally reported premiere week numbers (Live + Same Day) to the finalized DVR playback numbers (Live + 7 Day), generating an additional +2.7 million viewers (18.5 million to 21.2 million). With a sharp jump in DVR penetration year to year (20% to 28%), "Grey's" DVR increase is up 29% from its average increase last season, when it gained +2.1 million viewers from Live + Same Day to the Live + 7 Day averages in originals (2007-08 = 18.0 million to 20.1 million). ABC has 5 series averaging a gain of 1 million viewers or more from their originally reported numbers to the final DVR playback numbers, including "Grey's Anatomy" (+2.7 million), "Desperate Housewives" (+1.3 million), "Boston Legal" (+1.0 million), "Private Practice" (+1.0 million) and "Brothers & Sisters" (+1.0 million).

* Among Adults 18-49, all 8 of ABC's scripted series during the first two weeks this season are registering ratings increases of +10% or more: "Grey's Anatomy" +18% (7.4 to 8.7), "Dirty Sexy Money" +17% (2.4 to 2.8), "Private Practice" +15% (3.3 to 3.8), "Ugly Betty" +14% (2.9 to 3.3), "Boston Legal" +14% (2.2 to 2.5), "Brothers & Sisters" +12% (4.2 to 4.7), "Desperate Housewives" +11% (6.5 to 7.0) and "Pushing Daisies" +10% (2.1 to 2.3).

A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year the level of DVR penetration in the Nielsen sample, which has jumped up to 28% currently, from 20% at the same point in 2007. 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.

Source: Nielsen Media Research (National Live+7 Day Program Ratings), week of 9/29/08.

 
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