ABC spins the Sunday overnight results

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via ABC press release:

Quick Take for Sunday, March 8, 2009

(Fast Affiliate Live + Same Day Ratings)

ABC Stands as Sunday’s No. 1 Net for the 4th Straight Week in Adults 18-49, Beating its Nearest Competition on the Night by 27%

Sunday’s No. 1 TV Show, “Desperate Housewives” Marks its 15th Time In 16 Original Broadcasts as the Evening’s Top Entertainment Series

Sunday Night (7:00-11:00 p.m.)

Beating its nearest competition on the night by 27% (3.3/9 vs. 2.6/7 – CBS), ABC ranked as Sunday’s No. 1 network in Adults 18-49 for the 4th consecutive week.

  • “Desperate Housewives” qualified as Sunday’s No. 1 TV program in both Total Viewers and Adults 18-49. In fact “Housewives” logged its 15th time in 16 original broadcasts this season to stand as Sunday’s top entertainment series with viewers and young adults.

Please Note: With the change to Daylight Savings Time, Sunday’s primetime Adult 18-49 TV usage levels declined 7% overall week to week (37.1% vs. 39.9%).  The 7 o’clock hour was most impacted by the changeover to an extended hour of daylight, with the opening hour of prime seeing 13% less Adult 18-49 usage (30.8% vs. 35.5%), as compared to the prior week.

“America’s Funniest Home Videos” (7:00-8:00 p.m.)

ABC’s “America’s Funniest Home Videos” took second place during the 7 o’clock hour in Total Viewers (7.0 million) and Adults 18-49 (2.0/6), while delivering the No. 1 position in the hour with Adults 18-34 (1.5/6).

“Extreme Makeover:  Home Edition” (8:00-9:00 p.m.)

Building on its lead-in at 8:00 p.m., ABC’s “Extreme Makeover:  Home Edition” took second place in its slot in Total Viewers (9.4 million) and Adults 18-49 (2.9/8).  The ABC unscripted series moved up to No. 1 at 8:30 p.m. in Adults 18-49.  For its 3rd straight telecast, “Home Edition” ranked No. 1 in its hour across each of the key Women demographics: W18-34 (2.8/8), W18-49 (3.7/10) and W25-54 (4.2/10).

“Desperate Housewives” (9:00-10:00 p.m.)

Sunday’s No. 1 TV show, ABC’s “Desperate Housewives” won the 9 o’clock hour among Total Viewers (13.5 million) and Adults 18-49, overshadowing its nearest competitor by 44% in the key young adult sales demo (4.6/11 vs. 3.2/8 – Fox’s “Family Guy”/”American Dad”).

“Brothers & Sisters” (10:00-11:00 p.m.)

Exhibiting its best-ever lead-in retention of an original “Desperate Housewives,” ABC’s “Brothers & Sisters” won the 10 o’clock hour in Total Viewers (10.5 million) and Adults 18-49 (3.5/9), leading its time slot in the key sales demo for the 2nd week in a row.

  • Carrying its momentum over from the prior week’s 2-hour broadcast, “Brothers & Sisters” surged from its most recent 1-hour telecast in the time period by 1.5 million viewers and by 13% in Adults 18-49 (9.0 million and 3.1/8 on 2/15/09). On both counts, “Brothers & Sisters” tallied its strongest 10 o’clock airing in the past 3 months – since 12/7/08.

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 30% currently, from 23% at the same point in 2008. 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), 3/8/09.

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