‘American Horror Story’ Was The Most Watched Basic Cable Show Among Women 18-49 On Wednesday

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

via press note:

Week 2 of American Horror Story ranked as the most-watched program of the night in basic cable in W18-49 and the second most-watched in P18-49 (behind South Park).  Compared to its week-ago bow, AHS declined -14% in P18-49 against very heady competition:  not only MLB playoffs on TBS but also on FOX which normally doesn’t compete in the time period as strongly as it did last night with the Tigers/Rangers ALCS matchup that went to 11 innings.  All data is Live+Same Day 000s.

Week to Week Trending and Key Competitive

American Horror Story slid -14% week to week (1,751 vs. 2,035) in P18-49 with W18-49 falling more than M18-49 (-18% vs. -9%).  The older portion of the demo fell more than the younger (P25-54/-23% vs. P18-34/-15%).

  • AHS’s decline from its week ago series premiere in P18-49 is on par with Justified (-13%), The Shield (-13%) and Rescue Me (-10%).  However, given that an increasing amount of viewing is done on a time shifted basis, the Live+7 data will likely reflect, at worse, a smaller single-digit decline.

As previously mentioned, competition was intense ? particularly with FOX in play in the 1000P hour with the over-run of the ALCS game.

 

Key Competitive (P18-49):

 

Cable

  • TBS: MLB NLCS (Brewers @ Cardinals) increased +22% (2,128 vs. 1,742) from last week’s NLDS game (Brewers vs. Diamondbacks).
  • Comedy Central: South Park/Nick Swardson’s Pretend Time increased +6% week to week (1,540 vs. 1,452).
  • USA: Psych’s Season 6 premiere jumped +72% from NCIS (1,332 vs. 773).
  • Adult Swim:  American Dad gained +6% (1,136 vs. 1,073).
  • Spike: The Ultimate Fighter rebounded +21% (1,127 vs. 935).
  • MTV: Real World recovered +16% (1,515[P]>939>1,087).
  • A&E: Repeats of Storage Wars fell -25% (830 vs. 1,102).

Broadcast

  • FOX: normally not in play at 1000P, Game 4 of the ALCS (1000-1032P portion) between Texas and Detroit attracted over 4+ million P18-49 (4,283).
  • ABC: Revenge picked up +9% (3,409 vs. 3,115).
  • CBS: CSI fell -11% (3,344 vs. 3,750).
  • NBC: Law & Order: SVU held steady (-1%; 2,677 vs. 2,716).

 

Vs. Lead-in:

Lead-in movie X-Men Origins:  Wolverine declined from last week’s very high-bar broadcast premiere of Transformers 2 by -51% in P18-49 (960 vs. 1,973).  From there, AHS generated very strong tune-in, gaining +82% (1,751 vs. 960).

 

Rank in its Basic Cable Time Period (Wednesday, 1000 – 1100P):

AHS ranked in the top five in its time period across the board, topping out at #1 in W18-49; #2 in P18-49, P/W18-34, and P/M25-54.

  • In P18-49, AHS (1,751) ranked #2 to MLB playoff baseball on TBS (2,128) but outperformed South Park/Nick Swardson on Comedy Central by +14% (1,540); the season premiere of Psych on USA by +31% (1,332); American Dad on Adult Swim by +54% (1,136); The Ultimate Fighter on Spike by +55% (1,127); and Real World on MTV by +61% (1,087).

 

Median Age/Audience Composition

Only slight changes in AHS’s audience profile week to week.

  • Median Age:  got younger by two years (34 vs. 36).
  • Audience Composition:  percent (%) male/female skew was 49/51 last week and 50/50 this week.

 

Rank for the Night in Basic Cable

American Horror Story ranked as the most-watched program of the night in basic cable in W18-49 and ranked #2 in P18-49 and W18-34.

  • In W18-49, American Horror Story (890) outperformed Keeping Up with the Kardashians on E! by +18% (755); the season premiere of Psych on USA by +24% (719); and Real World on MTV by +27% (702).
  • In P18-49, American Horror Story (1,751) was #2 to South Park (2,139) but outdelivered the MLB game on TBS (1,746); American Dad on Adult Swim by +26% (1,385); Psych on USA by +31% (1,332); and The Ultimate Fighter on Spike by +55% (1,127).

 

American Horror Story and Wolverine ranked FX among the top four basic cable nets for the night in all key demos across the board:  #2 in P18-49; #3 in M/W 18-49, P/W18-34, and P/M25-54; and #4 in M18-34 and W25-54.

  • In P18-49, FX (1,176) placed behind MLB-driven TBS (1,653) but outperformed USA by +1% (1,160); Comedy Central by +23% (954); A&E by +37% (856), and TNT by +177% (424).
blog comments powered by Disqus