‘Private Practice’ Beats ‘The Mentalist’ By Season-Best 47% in Adults 18-34

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via press release:

Quick Take for Thursday, October 7, 2010

(Fast Affiliate Live + Same Day Ratings)

ABC Builds on the Prior Thursday in Viewers and Young Adults

Gaining Week to Week in Viewers and Young Adults, “Grey’s” Registers

As Thursday’s No. 1 TV Show in Adults 18-49 for the 3rd Week Running

Jumping from its Lead-in, Self-Starter “Grey’s Anatomy” Wins the 9pm Hour by

An Even Bigger Margin Week to Week, Beating its Nearest Competitor by 50%

Leading for the 3rd Week in a Row, ABC’s “Private Practice”

Beats CBS’ “The Mentalist” by a Season-Best 47% in Adults 18-34

Thursday Night (8:00-11:00 p.m.)

Growing its numbers week to week, ABC earned a competitive second-place finish on Thursday in Total Viewers (8.2 million) and Adults 18-49 (2.9/8), closing the gap with CBS. The Net ranked No. 1 on the evening for the 3rd week running in Adults 18-34 and key Women demos (W18-34/W18-49).

  • The Net increased its overall Thursday audience from the prior week and gained 4% with Adults 18-49 (8.1 million and 2.8/8 on 9/30/10).

“Grey’s Anatomy” (9:00-10:00 p.m.)

Building sharply on its lead-in (+198% in Viewers/+309% in Adults 18-49), self-starter “Grey’s Anatomy” marked another dominant first-place finish in Thursday’s 9 o’clock hour to stand as the No. 1 TV show on the night for the 3rd week running in Adults 18-49. Continuing to widen its winning advantage in the time period week to week, “Grey’s” (4.5/12) outdelivered runner-up NBC’s comedies by +50% (“The Office”/”Outsourced” – 3.0/8), CBS’ “CSI” by +67% (2.7/7) and Fox’s “Fringe” by +125% (2.0/5). “Grey’s” (12.5 million) also registered as the most-watched TV show overall in its time period.

  • Based on Nielsen’s Fast Affiliate Ratings, “Grey’s” was up week to week among Total Viewers and Adults 18-49 (12.2 million and 4.4/12 on 9/30/10).

“Private Practice” (10:00-11:00 p.m.)

In the 10 o’clock hour, ABC’s “Private Practice” ran a close second to CBS’ “The Mentalist” among Adults 18-49 (pacing within 1-tenth of a rating point of a tie for the lead), while defeating NBC’s “The Apprentice” by 123% (2.9/8 vs. 1.3/4). For the 3rd week in a row, “Private Practice” towered over “The Mentalist” with Adults 18-34, topping its CBS drama competition by a season-best 47% (2.5/8 vs. 1.7/5).

  • “Private Practice” grew its numbers over the prior week with Adults 25-54 and key Women (W18-49/W25-54).

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 38% currently, from 32% 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), 10/7/10.

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