via press release:
Returning to ABC’s Schedule for the First Time in 3-1/2 Months, ABC’s “FlashForward” Outdraws its Non-Sports Competition in its Regular Time Period
Opposite Stiff Competition, “FlashForward” Builds in Key Demos from Start to Finish
An Encore “” is Up From its Most-Recent Repeat by Solid Margins
“FlashForward” (8:00-10:00 p.m.)
Returning to ABC’s schedule for the first time in 3-1/2 months (since 12/3/09), opposite stiff competition from CBS’Tournament (up year to year) and NBC’s original 2-hour comedy block, freshman “FlashForward” drew an average audience of 6.5 million viewers during its broadcast.
- The No. 1 non-sports program in its regular 8:00-9:00 p.m. time period with Total Viewers, “FlashForward” (6.6 million) topped NBC’s original comedies (“ ”/”Parks and Recreation”) in the hour by 32% (5.0 million) and Fox’s “ ” replay by 6% (6.2 million). The ABC rookie also topped its regular competition in the 8 o’clock hour among Adults 25-54 (2.4/7) and key Women (W18-49/W25-54).
- Despite the competition, “FlashForward” held steady among Adults 18-49 from its first to second hour, building 5% in its final half-hour at 9:30 p.m. (1.9/5 to 2.0/6). The drama also gained audience from its first to second hour among Adults 25-54 (+4%), Adults 18-34 (+6%) and across all key Men: M18-34 (+15%), M18-49 (+7%) and M25-54 (+5%).
- TV’s top freshman gainer this season with young adult viewers via DVR playback, “FlashForward” surges from its first-reported overnight numbers by 1.8 million viewers and by 9-tenths of an Adult 18-49 point (+31%), from the Live + Same Day ratings to the Live + 7 Day DVR finals.
“” (10:00-11:00 p.m.)
A rebroadcast of ABC’s “” was up over its most-recent repeat airing (on 2/25/10) by 19% in Total Viewers (4.3 million vs. 3.6 million) and by 10% in Adults 18-49 (1.1/3 vs. 1.0/3).
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 36% currently, from 30% at the same point in 2009. 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: The Nielsen Company (Fast Affiliate, Live + Same Day Ratings), 3/18/10.