via ABC press release:
|Wednesday, March 18, 2009|
|ABC Television Network|
|PRESS RELEASE – ENTERTAINMENT –|
|OVERNIGHT ABC RATINGS (FOR 3/17)|
|Quick Take for Tuesday, March 17, 2009
(Fast Affiliate Live + Same Day Ratings)
|On an Ultra-Competitive Night, ABC Draws Biggest Tuesday in 2 Months
Opener of “DWTS Results” Surges from its Lead-in, Outdrawing NBC’s “Biggest Loser” by 3.8 Million Viewers and Beating CBS’ “Mentalist” in the Younger Demos
Despite Facing Lower TV Usage Levels from St. Patrick’s Day, ABC’s Opener of
ABC News’ “Primetime: What Would You Do?” Generates the Series’ Biggest
|Tuesday Night (8:00-11:00 p.m.)
On an ultra-competitive Tuesday night, facing Fox’s expanded 2-hour installment of “American Idol,” CBS’ original drama lineup (“NCIS”/”The Mentalist”/”Without a Trace”) and originals on NBC (2-hour “Biggest Loser”/”L&O: SVU”), ABC attracted its biggest audience (9.4 million) on the evening in 2 months – since 1/20/09.
Please note: Due to the St. Patrick’s Day holiday, overall primetime TV usage levels were down notably among Adults 18-49 from the prior Tuesday (36.2% vs. 37.6%).
“Dancing with the Stars Results” (9:00-10:00 p.m.)
* “DWTS Results” generated ABC’s biggest audience (12.4 million) in the slot with regular programming in nearly 4 months and its best Adult 18-49 number (2.7/7) in more than 2 months – since 11/25/08 and 1/6/09, respectively.
“Primetime: What Would You Do?” (10:00-11:00 p.m.)
* “What Would You Do?” garnered the series’ biggest audience (7.8 million) this season and hit its top Adult 25-54 number (2.8/7) since mid-January – since 1/13/09.
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), 3/17/09