ABC Family’s ‘Switched at Birth’ is Cable’s No. 1 New Series of Summer 2011

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via press release:

ABC Family’s “Switched at Birth” is Cable’s No. 1 New Series of Summer 2011

~Series 1A Finale Ties as the Series’ No. 1 Telecast in Adults 18-49

~Wraps as ABC Family’s No. 2 Series Ever in Adults 18-49, Behind “Secret Life”

~Ranks No. 1 Across All Cable on Mondays in Key Demos at 9PM Throughout the Season

~Virtually Doubles Year-Ago Time Period Averages in Target 18-49s

 

“Switched at Birth” (9:00-10:00 p.m.)

For its season 1A, ABC Family’s “Switched at Birth” wrapped the network’s No. 2 series of all time in Adults 18-49 (1.8 million/1.3 rating), behind only “Secret Life,” and is set to rank as the No. 1 new series of Summer 2011 in Adults 18-34 (1.1 million/1.6 rating), Women 18-34 (870,000/2.5 rating), Women 18-49 (1.4 million/2.1 rating), Viewers 12-34 (1.8 million/2.0 rating) and Females 12-34 (1.5 million/3.2 rating).

Monday’s “Switched at Birth” finale tied as the series’ No. 1 telecast in Adults 18-49 (1.7 million/1.3 rating), and tied as its No. 2 telecast ever in Adults 18-34 (1.1 million/1.6 rating), behind only the series high set in week 2.

  • During its 1A season, “Switched at Birth” ranked as cable’s No. 1 program in the hour in Women 18-34, Women 18-49, Viewers 12-34 and Females 12-34.
  • Summer 2011 to date, “Switched at Birth” is cable’s No. 2 scripted series overall in Adults 18-34, Women 18-34 and Women 18-49, behind only “Secret Life.”
  • During the first half of its freshman season, “Switched at Birth” doubled year-ago time period levels in Adults 18-49 (+101% – 1.8 million vs. 896,000) and Women 18-49 (+95% – 1.4 million vs. 717,000), and generated huge double-digit percent increases across all remaining key demos: Total Viewers (+83%, 3.3 million vs. 1.8 million), Adults 18-34 (+80%, 1.1 million vs. 612,000), Women 18-34 (+75% – 870,000 vs. 498,000), Viewers 12-34 (+64% – 1.8 million vs. 1.1 million) and Females 12-34 (+58% – 1.5 million vs. 949,000).

Source: NTI, U.S. ratings. 8/8/11: Live + Same Day; Summer 2011 to date: 6/27/11-8/8/11, most current; Year-Ago: 6/8/10-8/9/10, Live + 7).

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