the rare weekend press release about an NBC Friday:
MORE THAN 8.9 MILLION VIEWERS TUNE IN TO WATCH
"FARRAH'S STORY" ON NBC
Highest A18-49 and Total-Viewer Results in the Time Period, Excluding Olympics, in More than a Year
New York, N.Y. – May 16, 2009 – More than 8.9 million viewers tuned in to watch "Farrah's Story" last night from 9-11 p.m. ET on NBC. An unprecedented television event, "Farrah's Story" chronicled Farrah Fawcett's two and a half year battle with cancer. Shot with her own video camera, the intensely intimate and emotional footage served as Farrah's video diary in which she not only shared her thoughts and feelings but also her treatments in the U.S. and Germany.
The NBC News special "Farrah's Story" delivered NBC's highest adult 18-49 and total-viewer results in the time period, excluding Olympics, in more than a year, according to preliminary "live plus same day" fast affiliate-based ratings from Nielsen Media Research. The last time NBC topped last night's results for "Farrah's Story" 2.4 rating, 8 share in adults 18-49, 8.9 million viewers overall) in the Friday 9-11 p.m. time slot was March 28, 2008 with a "Dateline NBC" telecast about a case of mistaken identity for the survivor of a car crash. The 2.4 is also the highest 18-49 rating for any network in the time period with non-sports programming since February 13, 2009.
The documentary won its time period last night in adults 18-49, adults 25-54 and other key categories. "Farrah's Story" was the #1 telecast of the night in adults 18-49, adults 25-54 and other key demographics.
From its first half-hour to its fourth, "Farrah's Story" increased its 18-49 rating by 35% (to a 2.7/9 from a 2.0/8) and its overall viewership by 17% or 1.4 million persons (to 9.6 million from 8.2 million). Versus NBC's time period average over the prior four weeks, "Farrah's Story" is up 60% in adults 18-49 (2.4 vs. 1.5) and 56% in total viewers (8.938 million vs. 5.712 million).