ABC's 'Marvel's Agents of S.H.I.E.L.D.' Grows by Double Digits Across the 18-34 Demos

Categories: Network TV Press Releases

Written By

October 16th, 2013

Marvel's Agents of S.H.I.E.L.D. cast

via press note:

Marvel’s Agents of S.H.I.E.L.D. (8-9pm – 7.7 million and 2.7/8 in AD18-49): Holding even in viewers and pacing within 1-tenth of the prior week’s Fast Affiliate numbers - (7.7 mil and 2.8/9 – Please note: last week the show went up in the Nationals by 200k in viewers and 1-tenth of a rating point to 7.9 mil and a 2.9 rating), ABC’s Marvel’s Agents of S.H.I.E.L.D. finished a strong #2 in the 8 o’clock hour to CBS’ NCIS.  Among Adults 18-49 in the hour, S.H.I.E.L.D. (2.7/8) beat NBC’s season premiere of the Biggest Loser by 23% (2.2/7) and Fox’s comedies by 93% (1.4/4).   It was the #2 scripted TV show on Tuesday in Adults 18-49.  The show was up week to week in Adults 18-34 (+16%), Men 18-34 (+20%) and Women 18-34 (+11%).


  • The ABC drama dominated its hour with Adults 18-34 and key Men (M18-34/M18-49), ranking as Tuesday’s #1 TV show for the 4th straight week in Men 18-34 and Men 18-49. 


  • On average, S.H.I.E.L.D. is improving ABC’s Adult 18-49 delivery in the time period year over year by 175% in Adults 18-49.


  • The season’s #1 freshman series in Adults 18-49, ABC’s S.H.I.E.L.D. is also the highest-rated new show this season with Upscale young adults (with a 6.8 rating among AD18-49 in $100k+ annual income homes).  In fact, it is the season’s #3 rated Upscale entertainment series, behind only Modern Family and The Big Bang Theory, respectively.  Marvel’s Agents of S.H.I.E.L.D. also reports the youngest Median Age (45.1 years) for any ABC series and is considerably younger than both Fox’s Sleepy Hollow (47.3 years) and NBC’s Blacklist (53.8 years).


  • After finishing premiere week as the biggest regular series gainer in the L+7 Adult 18-49 ratings (+2.3 rating points), S.H.I.E.L.D. continues to see increasing playback in the Live + 3 Day numbers (Week 3 +52% vs. Week 2 +48% vs. Week 1 +38%). And with greater competition in the time period this week for young adults and men from MLB playoff baseball coverage (NLCS on TBS), playback is expected to be even stronger.  
  • harry

    I think ABC expected it to do better. no matter what they say

  • Jerry

    SHIELD seems to be doing fine for now.

    Interesting that ABC can’t find anything to spin on The Goldbergs and Trophy Wife. Doesn’t seem to be good news for the other 2.

    When ABC gives up spinning, you know you are in trouble.

    The only show I recall that ABC gave up on spinning and is still running, is for that one fateful week where Scandal debuted. I remembered for the first time ever, Person of Interest beat Grey’s Anatomy in the 18-49 demographic (yes POI actually beat Grey’s before). I guess then ABC was so disappointed that they didn’t even spin Grey’s numbers and only put out a press release spinning Scandal’s series premiere numbers which were not that good too (compared to now).

  • Amy

    First the CW focused on 18-34, then Fox and NBC, now even ABC focuses on that demo lol. Only CBS remains

  • AllOfHerTw!st

    It’s a huge hit among left-handed people who don’t have eyebrows.

  • E

    I am very disappointed with these ratings. I am sure ABC has to be as well. The only saving grace is if there is a significant increase in the Live+7 ratings. They really need to increase to at least 10 million and a 4.0 in the live+7 for this to be a success.

  • Matt

    This isn’t bad at all for SHIELD. It dropped only 2 tenths and was superbly stable in viewers. I think it has finally found its audience. Plus, it will most likely adjust up a tenth, and will probably match last weeks demo rating.

  • zth

    @E who said: They really need to increase to at least 10 million and a 4.0 in the live+7 for this to be a success.

    Oh, it will increase to 10 million and a 4.0 in L+3, the L+7 number will be much bigger, probably close to 4.7-4.8 and above 12 millions.

  • USAmerica1st

    Looking for the bright spots: it could do better. I expected better, especially looking at the overall audience of NCIS, NCIS:LA, Chicago Fire, and POI. But the demos are good.

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