The CW Prime Posts Largest Percent Increase Of Any Network From DVR Viewing

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via press release:


All of The CW’s Original Series Score Dramatic Double-Digit Growth in Live+7 Ratings

90210 Remains The CW’s Biggest Gainer in Key Demos

THE VAMPIRE DIARIES Adds Nearly 1.5 Million Viewers with All DVR Playback

October 19, 2009 (Burbank, CA) – The CW Network once again earned a powerful boost from DVRs, with the largest percentage ratings gains of any broadcast network during the week of  September 28, 2009, according to Nielsen live-plus 7 day ratings vs. live only viewing.  The CW’s biggest gains came in its target demographic of women 18-34 (56%, 2.43rtg v. 1.56rtg), followed by adults 18-34 (54%, 1.68rtg v. 1.09rtg) and adults 18-49 (53%, 1.33rtg v. 0.87rtg).

All of The CW’s original series scored dramatic double-digit percent gains.   90210 was once again The CW’s leader with in the network’s target demographic of women 18-34 (86%, 3.12rtg v. 1.68rtg).  90210’s ratings also saw huge increases in adults 18-34 (79%, 1.95rtg v. 1.09rtg), women 18-49 (80%, 2.22rtg v. 1.23rtg), adults 18-49 (69%, 1.47rtg v. 0.87rtg) and total viewers (52%, 2.76mil v. 1.81mil).

Freshman hit THE VAMPIRE DIARIES also saw massive ratings gains across the board in live-plus 7, including women 18-34 (65%, 3.39rtg v. 2.05rtg), adults 18-34 (64%, 2.28rtg v. 1.39rtg) and women 18-49 (57%, 2.86rtg v. 1.82rtg).  VAMPIRE DIARIES added almost an additional 1.4million viewers with all DVR playback included (4.34mil v. 2.98mil).  Thursday companion SUPERNATURAL scored gains of 41% in adults 18-34 (1.63rtg v. 1.16rtg) and 35% in women 18-34 (1.94rtg v. 1.44).

The CW’s Monday combination of GOSSIP GIRL and ONE TREE HILL also benefited from strong DVR usage, with GG up in women 18-34 (54%, 4.07rtg v. 2.65rtg), adults 18-34 (55%, 2.45rtg v. 1.58rtg), women 18-49 (57%, 2.53rtg v. 1.61rtg) and total viewers (47%, 3.0mil v. 2.0mil); while OTH improved with women 18-34 (47%, 2.89rtg v. 1.97rtg), adults 18-34 (49%, 1.92rtg v. 1.29rtg), women 18-49 (47%, 2.05rtg v. 1.39rtg) and total viewers (33%, 2.95mil v. 2.22mil).

Veteran reality hit AMERICA’S NEXT TOP MODEL saw sizable gains across the board including women 18-34 (67%, 3.43rtg v. 2.05rtg), adults 18-34 (60%, 2.13rtg v. 1.33rtg), women 18-49 (57%, 2.91rtg v. 1.85rtg) and total viewers (40%, 3.8mil v. 2.7mil).

As expected, SMALLVILLE also scored healthy DVR usage in its new Friday home, as its ratings increased 59% in adults 18-34 (1.53rtg v. 0.96rtg), 79% in adults 18-49 (1.36rtg v. 0.76) and 56% in total viewers (3.03mil v. 1.93mil).

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