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TV Ratings Tuesday: 90210, Melrose Place Premiere Weak; Fox & Hell's Kitchen Rule

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September 9th, 2009

90210

Scoreboard FOX NBC CBS ABC Uni CW
Rating: Adults 18-49 2.7/8 2.4/7 2.1/6 1.6/5 1.5/4 1.3/4
Rating: Adults 18-34 2.6/8 1.7/5 1.5/5 1.4/4 1.7/5 1.7/5
Total Viewers (million) 5.981 10.065 8.395 4.321 3.686 2.415

The CW started the 2009-10 "pre-season" with disappointing results, as the season premiere of 90210 drew only a 1.7 rating in the adults 18-34 demo (down 45% from the 3.1 rating for the 2 hour premiere last season), and the series premiere of Melrose Place managed only a 1.5 rating in the adults 18-34 demo. Lots more detail on the CW's numbers below.

Once again it was Fox powered by Hell's Kitchen topping NBC and others for the nightly ratings win.

More on the CW premiere numbers: 90210 had a 1.3 adults 18-49 rating / 4 share, 2.561 million average viewers, down 50% the 2.6/9 adults 18-49 rating it earned in its premiere last season. Melrose Place tallied a 1.3 adults 18-49 rating / 3 share / 2.270 million average viewers. That was slightly above the 1.2 rating / 3 share that the now-cancelled Privileged did in its premiere last fall.

Here's lots of additional detail directly from the CW:

The second season debut of 90210 posted the show's largest audience (2.6mil) since Jan 6, 2009.  This was also The CW's best performance in the time period in key demos since Feb 2009.

90210 saw ratings growth in the key compared to where it finished its first season in May.  Versus its May average, 90210 was up 8% with women 18-34 (2.6/8), 13% in women 18-49 (1.8/5), 13% in adults 18-34 (1.7/6), 18% in
adults 18-49 (1.3/4) and 30% in total viewers.

90210 ranked second in the hour among women 18-34 and females 12-34 (2.3/8), behind only Fox.

90210 built at the half hour in every key demographic.

In a competitive time period of all original reality programming, the Melrose Place premiere ranked second in the hour among women 18-34 (2.5/7), behind only CBS.

Melrose Place's women 18-34 performance out-delivered every Privileged telecast in the time period and all but two 90210 telecasts (the second hour of last years' series premiere and the May 12, 2009 telecast).

MP held 96% of its 90210 lead in with women 18-34, and 88% in adults 18-34 (1.5/5), 100% in both adults 18-49 (1.3/3) and women 18-49 (1.8/5).  Melrose Place average 2.3million viewers.

MP was up 9% in women 18-34, 8% in adults 18-34 and %8 in adults 18-49 compared to the premiere of Privileged in the time period a year ago.

Overall, The CW ranked second from 8-10pm on Tuesday among women 18-34 (2.6/8).

Live+Same Day Ratings/Share
8-9 A18-34 W18-34 A18-49
CW 1.7/6 2.6/8 1.3/4
CBS 1.2/4 1.2/4 2.1/6
ABC 0.9/3 0.9/3 1.0/3
NBC 1.1/4 1.2/4 1.5/5
FOX 3.3/11 3.7/12 3.5/11

9-10 A18-34 W18-34 A18-49
CW 1.5/5 2.5/7 1.3/3
CBS 2.3/7 3.0/8 2.7/7
ABC 1.3/4 1.1/3 1.5/4
NBC 1.9/6 2.2/6 2.8/7
FOX 1.8/5 2.3/6 1.9/5

10-11 A18-34 W18-34 A18-49
CBS 1.0/3 1.2/3 1.4/4
ABC 1.9/6 2.3/7 2.2/6
NBC 2.1/6 2.4/7 2.9/8

Winning at 8pm, Hell's Kitchen delivered a 3.6 rating /11 share among Adults 18-49 and 7.607 million viewers to win the hour's competition in the demos.  The repeat competition was well back: ABC's Shark Tank (1.0/3/3.40m), CBS' NCIS (2.1/6/10.7m), and NBC's America's Got Talent (1.5/5/6.80m).

From 9-11, NBC's America’s Got Talent ruled with a (2.85/8/11.7m) down 12% from last week's demo rating to its lowest original episode Tuesday rating of the summer. At 9, CBS's Big Brother 11 (2.7/7/8.126m) was up a demo tick from last week and had its largest P2+ viewership of the summer. Fox's More to Love posted a  (1.9/5/4.36m). ABC's Shaq Vs. had a(1.6/4/3.85m).

At 10pm, ABC's Primetime: Family Secrets drew a (2.2/6/5.71m), and CBS's The Mentalist repeat delivered a (1.4/4/6.38m).

In Late-Night Local People Meters Tuesday night:

  • Conan O'Brien (0.9/4 in 18-49 in local people meters) beat CBS's Late Show (0.5/2) by an 80% margin among adults 18-49 in Nielsen's 24 local markets with People Meters.  Conan's margin over Late Show grew to 167% in adults 18-34 (0.8/4 vs. 0.3/2).
  • At 12:35 a.m., Jimmy Fallon (0.6/4 in 18-49 in local people meters) topped CBS's LATE Late Show (0.3/2) by a 100% margin and also out-rated Letterman.  In 18-34, Jimmy topped Ferguson by 100% (0.4/3 vs. 0.2/2) and Letterman by 33% (0.4/3 vs. 0.3/2).
  • Conan and Jimmy also won among adults 25-54.  At 11:35 p.m., it was Conan 1.1/5; Late Show, 0.8/3; and at 12:35 a.m., it was Jimmy, 0.6/4; Ferguson, 0.4/3.

Nielsen TV Ratings: ©2009 The Nielsen Company. All Rights Reserved.

Definitions:

*Fast Affiliate Ratings: These first national ratings, including demographics, are available at approximately 11 AM (ET) the day after telecast, and are released to subscribing customers daily. These data, from the National People Meter sample, are strictly time-period information, based on the normal broadcast network feed, and include all programming on the affiliated stations, sometimes including network programming, sometimes not. The figures may include stations that did not air the entire network feed, as well as local news breaks or cutaways for local coverage or other programming. Fast Affiliate ratings are not as useful for live programs and are likely to differ significantly from the final results, because the data reflect normal broadcast feed patterns. For example, with a World Series game, Fast Affiliate Ratings would include whatever aired from 8-11PM on affiliates in the Pacific Time Zone, following the live football game, but not game coverage that begins at 5PM PT. The same would be true of Presidential debates as well as live award shows and breaking news reports.

Rating: Estimated percentage of the universe of TV households (or other specified group) tuned to a program in the average minute. Ratings are expressed as a percent.

Share (of Audience): The percent of households (or persons) using television who are tuned to a specific program, station or network in a specific area at a specific time. (See also, Rating, which represents tuning or viewing as a percent of the entire population being measured.)

Time Shifted ViewingProgram ratings for national sources are produced in three streams of data – Live, Live+Same Day (Live+SD) and Live+7 Day. Time shifted figures account for incremental viewing that takes place with DVRs which are currently in approximately 24.4% of all U.S. TV households. Live+Same Day (Live+SD) include viewing during the same broadcast day as the original telecast, with a cut-off of 3:00AM local time when meters transmit daily viewing to Nielsen for processing. Live+7 Day ratings include incremental viewing that takes place during the 7 days following a telecast.

For more information see Numbers 101.

 
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