ABC's 'Scandal' Wins at 10pm with New Series Highs in Key Demos

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via press release:

Nearly Tripling its Adult 18-49 Lead-in Against the 2nd Hour of “Idol,” “Grey’s Dominates its Scripted Competition with Over 90% Retention Week to Week

 

ABC’s “Scandal” Wins the 10pm Hour in Viewers and Adults 18-49,

While Achieving New Series Highs with Adults 18-34 and Women 18-34

 

 

Thursday Night (8:00-11:00 p.m.)

ABC took second place on Thursday in Adults 18-49 to Fox with the 2-hour season premiere of “American Idol,” outdelivering NBC’s original lineup on the night by 47% (2.2/6 vs. 1.5/4).

 

“Grey’s Anatomy” (9:00-10:00 p.m.)

Nearly tripling its Adult 18-49 lead-in (+190%) against the second hour of “Idol” at 9:00 p.m., ABC’s “Grey’s Anatomy” dominated its scripted time-period competition, leading runner-up NBC by 71% with its comedies (2.9/7 vs. 1.7/4 for “The Office”/”1600 Penn”). Despite facing “Idol,” “Grey’s” delivered better than 90% audience retention week to week in Total Viewers (94%), Adults 18-49 (91%), Adults 18-34 (96%) and Women 18-34 (97%).

 

“Scandal” (10:00-11:00 p.m.)

Exhibiting its best lead-in retention out of an original “Grey’s” (91%/90%), ABC’s “Scandal” won the 10 o’clock hour by strong margins in Total Viewers (7.9 million) and Adults 18-49 (2.6/7).  “Scandal” was the No. 1 series in Thursday’s 10:00 p.m. hour for its 5th consecutive first-run telecast in Adults 18-49.

 

  • Building for the 2nd straight week with Adults 18-34 (+5%) and Women 18-34 (+9%), “Scandal” earned new series highs in both demographics.  Posting its 2nd highest-ever Adult 18-49 number, over the course of its last 4 original airings “Scandal” has delivered the series’ Top 4 highest-rated telecasts ever.

 

  • The ABC sophomore drama continued to improve the hour by strong double digits over an original “Private Practice” on the year-ago night (on 01/19/12) in viewers (+32%) and young adults (+24%).

 

A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 47% currently, from 43% at the same point in 2012. More viewers are watching shows on their own timetables, which may not be reflected in the overnight next-day numbers. The only truly valid year-to-year comparison would be one based on the Live + 7 Day metric, once those stats are released by Nielsen.

 

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings, 01/17/13.
 

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