via press release:
THE BIG PLAYBACK!
THE CW AGAIN EARNS NETWORK TV’S LARGEST PERCENT GAINS FROM LIVE+7 DVR PLAYBACK
DVR Playback Doubles Ratings for 90210 Among Women,
Sophomore Drama Again Sees Largest Percent Gains of Any Show in Key Demos
THE VAMPIRE DIARIES, SMALLVILLE, 90210 and TOP MODEL Each
Add More Than 1 Million Viewers Once All DVR Playback is Factored In
November 2, 2009 (Burbank, CA) – The CW Network once again leads all networks in primetime gains from all DVR playback for the week ending October 18, 2009, according to Nielsen Live+7 day ratings vs. Live-Only viewing. The CW’s biggest increase came in its target demographic of women 18-34 (60%, 2.16rtg v. 1.35rtg), followed by adults 18-34 (57%, 1.57rtg v. 1.00rtg) and women 18-49 (54%, 1.76rtg v. 1.14rtg).
90210 again saw its ratings double once all DVR playback was factored in (Live+7 vs. live-only comparisons) among women demos. With largest percentage gains of any show on television, 90210’s ratings improved 99% in women 18-34 (3.01rtg v. 1.51rtg), 100% in women 18-49 (2.20rtg v. 1.10 rtg). 90210 also posted big gains in the adult demos, including 87% in adults 18-34 (2.02rtg v. 1.08rtg) and 83% in adults 18-49 (1.48rtg v. 0.81rtg). Tuesday companion MELROSE PLACE improved 63% in women 18-34 (1.81rtg v. 1.11rtg), 59% in adults 18-34 (1.32rtg v. 0.83rtg) and 63% in women 18-49 (1.30rtg v. 0.80rtg).
Freshman hit THE VAMPIRE DIARIES also continues to post major gains across the board with Live+7 comparisons, including 70% in women 18-34 (3.29rtg v. 1.93rtg), 60% in adults 18-34 (2.42rtg v. 1.51rtg) and 59% in women 18-49 (2.96rtg v. 1.86rtg). SUPERNATURAL gained 39% in adults 18-34 (1.53rtg v. 1.10rtg), 39% in adults 18-49 (1.45rtg v. 1.04rtg) and 30% in women 18-34 (1.64rtg v. 1.26rtg).
Monday tandem of GOSSIP GIRL and ONE TREE HILL also continues to benefit from DVR usage, with GG up 65% in women 18-34 (3.53rtg v. 2.14rtg), 61% in adults 18-34 (2.29rtg v. 1.42rtg) and 62% in women 18-49 (2.38rtg v. 1.47rtg); while OTH grew 49% in women 18-34 (2.65rtg v. 1.78rtg), 43% in adults 18-34 (1.82rtg v. 1.27rtg) and 49% in women 18-49 (1.95rtg v. 1.31rtg).
Reality franchise AMERICA’S NEXT TOP MODEL’s ratings improved across the board by 72% in women 18-34 (3.10rtg v. 1.80rtg), 72% in adults 18-34 (1.87rtg v. 1.09rtg) and 61% in women 18-49 (2.80rtg v. 1.74rtg). On Friday, SMALLVILLE remains in DVR demand, as its Live+7 ratings skyrocketed above its live-only viewing by 77% in adults 18-34 (1.45rtg v. 0.82rtg) and 70% in adults 18-49 (1.43rtg v. 0.84rtg).
Four of The CW’s shows added more than a million viewers once all DVR playback was included, with freshman VAMPIRE DIARIES gaining nearly 1.5 million viewers (4.62mil vs. 3.14mil). DVR playback added 1.13 million more viewers to Top Model (3.66mil v. 2.53mil), 1.1 million more to 90210 (2.82mil v. 1.72mil) and just over 1 million more to SMALLVILLE (3.25mil v. 2.17mil).