‘Baby Daddy’ Delivers for ABC Family

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via press release:

“Baby Daddy” Delivers for ABC Family – Is the Network’s #2 Comedy Launch Ever in Total Viewers and Across Target 18-34 and 18-49 Demos

~Is Wednesday’s #1 Prime Cable Telecast in Females 12-34, and the #2 Telecast for the Entire Day in Women 18-34

~ Is Cable’s #1 Show at 8:30 P.M. in Women 18-34, Women 18-49 and Females 12-34; Grows Over its “Melissa & Joey” Lead-In in Total Viewers and 12-34s

“Melissa & Joey” Hits Series High in Women 18-34, Season 2 Highs in Viewers, 18-49s and 12-34s; Is Cable’s #1 Show at 8 P.M. in Key Demos

“Melissa & Joey” and “Baby Daddy” Are Cable’s Top 2 Telecasts in Women 18-34

“Baby Daddy” (8:30-9:00 p.m.)

Rounding out ABC Family’s comedy Wednesday, newest original series “Baby Daddy” launched as the network’s #2 comedy premiere on record in Total Viewers (1.7 million), Adults 18-34 (619,000), Women 18-34 (492,000), Adults 18-49 (935,000) and Women 18-49 (732,000), surging by 13% over its “Melissa & Joey” lead-in in Total Viewers and towering over year-ago time period averages by triple-digit percent margins across target demos.

Impressively, “Baby Daddy” ranked as Wednesday’s #1 cable telecast in Prime in Females 12-34 (679,000) and was the #2 cable telecast for the entire day in Women 18-34, right behind “Melissa & Joey.”

· “Baby Daddy” ranked a dominant #1 in the half-hour across all cable in Women 18-34, Women 18-49 and Females 12-34, and placed a solid #2 in Adults 18-34 and Adults 18-49.

· Versus its “Melissa & Joey” lead-in, “Baby Daddy” grew by 13% in Total Viewers (1.7 million vs. 1.5 million), by 6% in Viewers 12-34 (843,000 vs. 798,000) and by 5% in Females 12-34 (679,000 vs. 646,000), gained slightly in Adults 18-49 (732,000 vs. 730,000) and retained virtually 100% in Adults 18-34 (99% – 619,000 vs. 626,000) and Women 18-34 (96% – 492,000 vs. 510,000).

· “Baby Daddy” posted triple-digit percent increases over year-ago time period levels (6/21/11) across key demos: +266% in Adults 18-34 (619,000 vs. 169,000), +278% in Women 18-34 (492,000 vs. 130,000), +191% in Adults 18-49 (935,000 vs. 321,000), +214% in Women 18-49 (732,000 vs. 233,000), +179% in Viewers 12-34 (843,000 vs. 302,000) and +193% in Females 12-34 (679,000 vs. 232,000).

“Melissa & Joey” (8:00-8:30 p.m.)

Supplying a solid launch pad for “Baby Daddy,” an all-new “Melissa & Joey” delivered a series high in Women 18-34 (510,000), and set season two highs in Total Viewers (1.5 million), Adults 18-34 (626,000), Adults 18-49 (937,000), Women 18-49 (730,000), Viewers 12-34 (798,000) and Females 12-34 (646,000), ranking as Wednesday’s #1 cable telecast in Women 18-34.

· “Melissa & Joey” stood as TV’s #1 scripted telecast at 8 o’clock in Women 18-34 and Females 12-34, and was the #1 cable telecast in the half-hour in Adults 18-34, Adults 18-49 and Women 18-49.

· Season 2 to date, “Melissa & Joey” is outperforming its season 1 (8/7/10-9/14/11) by solid margins, including by a hefty 27% in Women 18-34 (394,000 vs. 310,000), by 18% in Women 18-49 (584,000 vs. 495,000) and by 14% in Females 12-34 (519,000 vs. 456,000).

Source: Nielsen Media Research, National Ratings, 6/20/12, Live + SD. Year-Ago: 6/21/11. ABC Family: Nov. ’01- to date. Season averages for “M&J” based on L+SD ratings.

 

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