ABC’s “Shark Tank” Dominates its Freshman Unscripted Time-Slot Competition, Beating CBS’ “Neighborhood” by 23% in Total Viewers and by 42% in Adults 18-49

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via ABC press release:

Monday, August 31, 2009
ABC Television Network
PRESS RELEASE – PRESS RELEASE – ENTERTAINMENT –
OVERNIGHT RATINGS (8/30)
Quick Take for Sunday, August 30, 2009
(Fast Affiliate Live + Same Day Ratings)
ABC Marks its Top-Rated Non-Sports Summer Sunday in Over 1 Year

ABC’s Rebroadcast “America’s Funniest Home Videos” Finishes No. 1 in
Sunday’s 7pm Hour for the 5th Time in the Last 6 Weeks in Adults 18-49

ABC’s “Shark Tank” Dominates its Freshman Unscripted Time-Slot Competition, Beating CBS’ “Neighborhood” by 23% in Total Viewers and by 42% in Adults 18-49

Growing ABC’s Adult 18-49 Audience by 13% at 9pm, “Shark Tank” Builds
On its Lead-in for the 3rd Straight Telecast in the Key Young Adult Sales Demo

Sunday Night (8:00-11:00 p.m.)
Opposite stiff demographic competition from NBC’s NFL pre-season game (Chicago Bears-Denver Broncos), ABC posted its highest-rated non-sports Summer Sunday among Adults 18-49 (1.5/4) in well over 1 year – since 7/13/08.

“America’s Funniest Home Videos” (7:00-8:00 p.m.)
ABC’s repeat “America’s Funniest Home Videos” took first place during the 7 o’clock hour in Adults 18-49 (1.7/6), representing the 5th time in the last 6 weeks that the replay “AFV” finished No. 1 in its time period in the key young adult sales demo.

“Extreme Makeover: Home Edition” (8:00-9:00 p.m.)
Hitting summer-high numbers with Adults 25-54 (2.0/5) and Women 18-34 (1.4/5), ABC’s replay “Home Edition” was up sharply from its performance in the hour on the same night last year (8/31/08), increasing by 1.7 million viewers (5.8 million vs. 4.1 million) and by 25% in Adults 18-49 (1.5/4 vs. 1.2/4).

“Shark Tank” (9:00-10:00 p.m.)
Despite CBS’ lead-in advantage coming into the hour from an original “Big Brother 11,” ABC’s “Shark Tank” defeated its CBS freshman unscripted competition in the 9:00 p.m. hour for the 3rd straight week, beating out “There Goes the Neighborhood” by 23% in Total Viewers (4.8 million vs. 3.9 million) by 42% in Adults 18-49 (1.7/5 vs. 1.2/3).

* Building on its lead-in for the 3rd straight telecast in Adults 18-49, “Shark Tank” generated a 13% increase in Adults 18-49 from 9:00-10:00 p.m. (1.7/5 vs. 1.5/4) against NBC’s NFL game.  In addition, the new ABC unscripted show gained viewers and young adults from its first half-hour to its second half-hour.

* The new ABC series boosted the hour year to year for ABC by 21% in Adults 18-49 (1.7/5 vs. 1.4/4).

* “Shark Tank” hit a series-high with Women 18-34 (1.5/4).

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 32% currently, from 26% 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), 8/30/09.

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