via ABC press release:
October 29, 2009
Quick Take for Wednesday, October 28, 2009
(Fast Affiliate Live + Same Day Ratings)
TV’s No. 1 Non-Sports Net on Wednesday, ABC Scores its Highest
Adult 18-49 Rating on the Night in 4 Weeks, Opposite the World Series
“Modern Family” and “Cougar Town” Are the Night’s Top 2 Series in Key Adults
Achieving a Best-Since-Premiere Adult 18-49 Rating, “The Middle” Finishes
As the No. 1 Non-Sports Program at 8:30pm in Viewers and Young Adults
Opposite the World Series, “Modern Family” Hits its Top Adult 18-49 Number
In 4 Weeks and Marks Series Highs with Adults 18-34, Key Men, Teens and Kids
Building Week to Week Among Viewers and Young Adults,
“Cougar Town” Tallies a Best-Since-Premiere Number in Men 18-34
At 10pm, ABC’s “Eastwick” Beats “NBC’s “Jay Leno” by 20% in Adults 18-49, Growing by 13% Over the Prior Week in the Key Young Adult Sales Demo
Wednesday Night (8:00-11:00 p.m.)
ABC finished as the No. 1 non-sports network on Wednesday night among Adults 18-49 (2.5/6).
- Despite going up against Game 1 of the 2009 World Series (NY Yankees-Philadelphia Phillies) on the night, ABC posted its highest-rated Wednesday in 4 weeks (since 9/30/09) among Adults 18-49, surging by 14% over the prior week (2.5/6 vs. 2.2/6). In fact each of ABC’s Wednesday series increased week to week in Total Viewers and Adults 18-49.
- With “Modern Family” and “Cougar Town,” ABC delivered the Top 2 series telecasts on Wednesday across the key Adult demos (AD18-34/AD18-49/AD25-54).
“The Middle” (8:30-9:00 p.m.)
Building on its lead-in at 8:30 p.m. (a replay of “It’s the Great Pumpkin, Charlie Brown”), ABC’s “The Middle” finished as the No. 1 non-sports TV show in its half-hour among Total Viewers (6.6 million) and Adults 18-49 (2.2/6).
- “The Middle” was up week to week by 10% in Adults 18-49 (2.2/6 vs. 2.0/6), to post a best-since premiere number. The new comedy hit series-highs with Men 18-34, Teens 12-17 and Kids 2-11.
“Modern Family” (9:00-9:30 p.m.)
Shooting up from its lead-in by 68% in Adults 18-49, ABC’s “Modern Family” beat out its non-sports competitors at 9:00pm to qualify as the No. 1 TV series of the night (3.7/9). The ABC series won its hour, beating the World Series, among key Women: W18-49 (4.2/10) and W25-54 (4.8/11).
- “Modern Family” was up week to week in Total Viewers (+6%) Adults 18-49 (+9%), hitting its best young adult number in 4 weeks – since 9/30/09. Although it faced the World Series, the freshman ABC comedy achieved series-high numbers in Adults 18-34, key Men (M18-34/M18-49), Teens 12-17 and Kids 2-11.
- “Modern Family” is exhibiting big increases over its first-reported numbers through DVR playback, jumping by 1.2 million viewers and by an additional 7-tenths of an Adult 18-49 rating point from the initially reported Live + Same Day Numbers to the Live + 7 Day DVR finals.
“Cougar Town” (9:30-10:00 p.m.)
Following its lead, ABC’s “Cougar Town” defeated its non-sports competition at 9:30 p.m. and finished as the No. 2 TV series on Wednesday in Adults 18-49 (3.2/8).
- “Cougar Town” gained week to week in viewers and young adults, while hitting a best-since-premiere number with Men 18-34.
- Like its lead-in, “Cougar Town” is producing gains over its first-reported numbers through DVR playback, increasing by 1.1 million viewers and by an additional 5-tenths of an Adult 18-49 rating point from the initially reported Live + Same Day Numbers to the Live + 7 Day DVR finals.
“Eastwick” (10:00-11:00 p.m.)
ABC’s “Eastwick” continued to beat NBC’s “Jay Leno” in the 10 o’clock hour, leading by 20% this week among Adults 18-49 (1.8/5 vs. 1.5/4).
- “Eastwick” built its Adult 18-49 audience by 13% over the prior week (1.8/5 vs. 1.6/4), tallying its best number in 3 weeks.
- “Eastwick” is seeing bumps from the first-reported numbers through DVR playback, surging by 1.0 million viewers and by an additional 4-tenths of an Adult 18-49 rating point from the initially reported Live + Same Day Numbers to the Live + 7 Day DVR finals.
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 33% currently, from 28% 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), 10/28/09.
Wow 4-tenths of an increase with DVR, I guess you guys were right about that not mattering.
Still, it’s good to see ABC saying something POSITIVE about Eastwick
The Middle is really good. My family loves it.
I am glad to see the middle picking up a bit. It is my absolute new favorite comedy. The little boy is pure genius.
It is too bad that it has to follow Hank as that is hurting it.
Modern Family is ok and I don’t think much of Cougar Town.
Apparently Modern Family is growing younger, since with a 3.7 in 18-49, it hit highs in 18-34, teens and kids. Apparently it has gained in 2-34 and lost a lot in 35-49.
I would love to see the 18-34 numbers for MF and CT. I think CT skews younger
while I myself think the Middle is trying a bit too hard, finding a show that is truly appropriate for families is a difficult task these days, so I respect its fans and hope for their sake it can stick around for a while.
i still haven’t warmed up to courgar town…
what am i missing?
I hope Eastwick makes it.. I love that show! The episodes just keep getting better and better!
Mark-
It’s okay, my parents are the same way.
My mom tried to get into watching it because she loves Courtney Cox, but she stopped watching it after 3 episodes because she said it was, “Really that bad.”
I haven’t watched it, and probably won’t.. It doesn’t seem to have as much of a dynamic plot as Eastwick.
I am sad to say I think Cougar town is fun.
I am really enjoying Eastwick too. I love the lines from these three actresses. Lindsey Price is so much fun to watch. She says the wildest things…I love her.
I think ABC comedies did well with younger people that don’t live in the Philadelphia or New York markets.
I like Eastwick, yesterday’s episode had been its best one yet. I hope it can somehow manage a miraculous back9 a’la Mercy. Its marketing didn’t cost much and if the production costs aren’t high, who knows, maybe it could make it. Not in that slot, of course.
Go Eastwick!
I’m not sad to say I think Cougar Town is the best new 30 minute comedy this season. Modern Family is doing well, but so is Cougar Town. Last nights episode was the worst so far, but overall the show has been very consistent. The vibe sort of reminds me of a female Two and a Half Men. Courtney Cox is excellent.
Looking at what has premiered on all the networks for new one hour long shows this season. You have Mercy, Trauma(which is gone), and Three Rivers(which soon will be gone) the three medical dramas. FlashForward which is sort of a quirky show sort of like LOST without the pizazz. The Vampire Diaries, and TBL(gone). I would have to say persoanlly I think Eastwick is the best overall. It certainly has the strongest cast overall as well.
Just a personal opinion. So at least ABC has brought some new interesting TV to Wednesday nights.
Thanks, Lizard
I love Eastwick also! It is my guilty pleasure during the week. I just wish ABC would try it with Desperate Housewives or Ugly Betty at a better time. I’m crossing my fingers that it gets a back nine!!!
hey anna…
now there’s an interesting idea…
desperate housewives followed by eastwick…
i like it…
This could actually work. ABC should cancel Forgotten rather sooner than later and put Brothers and Sisters in its place. It would most definitely improve the slot – it could actually win it against Good Wife – and put Eastwick behind Desperate Housewives. Brothers and Sisters would still have a good lead-in – and an already built-in audience – and Eastwick would finally have a fair chance of growing. Who knows, it could be great with DHW.
It would be definitely worth a try even just for a week.
phantom…
now you’re talkin…
who do we call to get this show on the road?