Fear the Sun! What Will Daylight Saving Time Do To Your Favorite Show’s Ratings?

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With Daylight Saving Time beginning this Sunday, expect to see early primetime TV ratings get a haircut next week as people stay away from home a bit later in the evenings.

Last year, the first Monday after DST saw 3.5% fewer adults 18-49 watching TV in the 8pm hour, and 2.1% fewer adults 18-49 watching TV in the 9pm hour than the previous (standard time) Monday.

Was it all due to Daylight Saving Time? Your guess is good as mine.

Will that excuse save your show? Only time will tell.

First Monday After DST (3/15/10) – Daylight Savings Time
Portion of Adults 18-49 watching TV at 8pm: 33.6%
Portion of Adults 18-49 watching TV at 9pm: 37%

Last Monday Before DST (3/8/10) – Standard Time
Portion of Adults 18-49 watching TV at 8pm: 37.1%
Portion of Adults 18-49 watching TV at 9pm: 39.1%

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