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ABC Takes Second on Thursday in Total Viewers and Adults 18-49 and Ranks No. 1 for the 6th Straight Week Among Women 18-34

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October 31st, 2008

via ABC press release:

ABC's "Ugly Betty" Beats NBC's Comedies at 8pm in Viewers and Adults 18-49, While Finishing No. 1 in its Slot for the 6th Consecutive Telecast in Women 18-34

ABC's "Grey's Anatomy" Stands as Thursday's No. 1 Program Among Adults 18-49 and Draws its Largest Audience Since its Season Premiere  

ABC's "Life on Mars" Posts Best-Since-Premiere Numbers in Viewers and Adults 18-49Thursday Night (8:00-11:00 p.m.)
ABC took second on Thursday among Total Viewers (10.7 million) and Adults 18-49 (3.6/10).  The Network ranked No. 1 on the evening among Women 18-49 (5.1/13) and Women 18-34 (4.5/13).  In fact, ABC led Thursday night for the 6th week in a row among Women 18-34 with its highest rating in the demo since season premiere Thursday (9/25/08).   

"Ugly Betty" (8:00-9:00 p.m.)
ABC's "Ugly Betty" took second place at 8:00 p.m. in Total Viewers (8.6 million) and Adults 18-49 (2.5/7), beating NBC's comedies on both counts ("My Name is Earl"/"Kath & Kim" = 5.8 million & 2.4/7 in AD18-49).    "Betty" took the top spot among Women 18-34, beating runner-up CBS' "Survivor" by 23% (3.2/10 vs. 2.6/8).  The ABC comedy has held the No. 1 position among younger women in all 6 of its telecasts this season.

"Grey's Anatomy" (9:00-10:00 p.m.)
For the 2nd time in the past 3 weeks, ABC's "Grey's Anatomy" stood as Thursday's No. 1 TV program in Adults 18-49 (5.5/14).  The ABC medical drama outperformed CBS' "C.S.I." in the 9 o'clock hour by 17% in the key young adult sales demo (4.7/11) and NBC's "The Office"/"30 Rock" season premiere combo by 25% (4.4/11).  In addition, "Grey's Anatomy" won the hour in Adults 18-34, more the doubling (+112%) the performance of third-place "C.S.I." in Adults 18-34 (5.3/14 vs. 2.5/7).

*  "Grey's" was up over the previous week in Total Viewers (15.1 million vs. 14.5 million) and Adults 18-49 (5.5/14 vs. 5.4/13), drawing its largest audience since its season premiere (9/25/08). 

"Life on Mars" (10:00-11:00 p.m.)
ABC's "Life on Mars" posted week to week increases in Total Viewers (8.4 million vs. 7.9 million) and Adults 18-49 (2.7/7 vs. 2.4/6), earning the freshman drama its highest numbers in both measures since its series premiere (10/09/08).   

* "Life on Mars" defeated CBS' freshman drama, "Eleventh Hour," for the second straight week among Adults 18-34 (1.9/5 vs. 1.8/5) and Women 18-34 (2.5/7 vs. 1.9/5), taking second in the hour in both demos.    

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 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 (Fast Affiliate, Live + Same Day Ratings), 10/30/08.

 
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