ABC Sunday Series Mark Strong Retention Against NFL-Fueled Competition

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via press notes:

Building audience for ABC opposite CBS’ big NFL overrun in the 7 o’clock hour, the season opener of America’s Funniest Home Videos grew over its season finale in Total Viewers and hit its top Women 18-34 number since early May (on 5/1/11).

 

Increasing over its lead-in at 8pm against an NFL overrun-inflated CBS and NBC’s Sunday Night Football (NY Jets-Baltimore Ravens), ABC’s Extreme Makeover: Home Edition outdrew Fox’s animated comedies in the hour by 1.3 million viewers.

 

  • The unscripted series retained 100% of its week-ago season premiere audience with Adults 18-34 and was up with Kids 2-11 (+7%).

 

Despite CBS’ decided lead-in advantage coming into the 9 o’clock hour from the NFL overrun carryover, ABC’s Desperate Housewives built on its lead-in to beat The Good Wife by a wide margin for the 2nd week in a row among Adults 18-49 (+21%).  In addition, the ABC drama qualified as Sunday’s #1 entertainment program with Women 18-49 for the 2nd week running.

 

  • Housewives delivered strong retention of the prior week’s season opener with Total Viewers (91%), Adults 18-49 (91%) and Adults 18-34 (96%). DVR Playback Note:  Sunday’s biggest gainer during the 2010-11 TV season via time-shifted viewing, Desperate Housewives increased by 2.0 million viewers and by 9-tenths of an Adult 18-49 rating point (+26%) from the first reported L+SD numbers to finalized L+7 Day numbers.

 

Continuing to exhibit improved year-to-year lead-in retention for ABC in the 10pm hour against NBC’s NFL coverage, ABC’s Pan Am defeated CBS’ time-period veteran CSI: Miami by 14% among Adults 18-49, ranking as the #1 entertainment show in the slot for the 2nd consecutive week.   The new ABC drama also finished as the top entertainment program in its slot in Adults 25-54 and across all key Women (W18-34/W18-49/W25-54).

 

  • In its second telecast, Pan Am retained an impressive 91% of its strong week-earlier debut numbers with Adults 18-34 and 90% with Women 18-34.
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