Winter Premieres of ‘Melissa & Joey’ and ‘Baby Daddy’ Garner Near 1-and-a-Half-Year Highs in Target Demographics

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via press release:

 

Winter Premieres of “Melissa & Joey” and “Baby Daddy” Garner Near

1-and-a-Half-Year Highs in Target Demographics, Stand as Cable

TV’s #1 Series/Original Series in Their Time Periods

 

“Melissa & Joey” (8:00-8:30 p.m.)

 

At 8 o’clock, against heightened competition, the winter debut of “Melissa & Joey” stood as the series’ #1 telecast in close to 1-and-a-half years in Total Viewers (1.3 million), Adults 18-34 (445,000/0.7 rating), Women 18-34 (365,000/1.1 rating), Adults 18-49 (756,000/0.6 rating), Women 18-49 (567,000/0.9 rating) and Females 12-34 (456,000/1.0 rating) – since 8/29/12 – and was its #2 telecast in the time span in Viewers 12-34 (559,000/0.6 rating).

 

  • “Melissa & Joey” qualified as cable TV’s #1 telecast in the time period among Women 18-34, Women 18-49 and Females 12-34, and the #1 original scripted cable TV series in Adults 18-34, Adults 18-49 and Viewers 12-34.

 

  • Compared to its debut last summer (5/29/13), “Melissa & Joey” built by double digits across target categories, including by 35% in Total Viewers (1.3 million vs. 966,000), by 27% in Adults 18-34 (445,000 vs. 351,000), by 18% in Adults 18-49 (756,000 vs. 640,000) and by 20% in Viewers 12-34 (559,000 vs. 467,000).

 

  • Based on full week DVR viewing levels last summer, “Melissa & Joey” grew by double digits across all categories, climbing to 1.4 million Total Viewers (+55% – vs. 905,000), 872,000 Adults 18-49 (+55% – vs. 544,000) and 790,000 Viewers 12-34 (+69% – vs. 468,000).

  

“Baby Daddy” (8:30-9:00 p.m.)

 

At 8:30 p.m., versus increased in-season broadcast competition, the winter premiere of ABC Family’s #1 comedy of all time, “Baby Daddy,” ranked as the series’ #1 telecast in nearly 1-and-a-half years in Women 18-34 (362,000/1.1 rating) and Women 18-49 (526,000/0.8 rating) – since 8/29/12 – and out-delivered its launch last summer by robust double digits across all target demos.

 

  • “Baby Daddy” stood as cable TV’s #1 telecast in the half hour in Females 12-34, and was the #1 original scripted cable TV telecast in Adults 18-34 (458,000/0.7 rating), Women 18-34, Adults 18-49 (725,000/0.6 rating), Women 18-49 and Viewers 12-34 (546,000/0.6 rating).

 

  • Versus its Summer 2013 debut (5/29/13), “Baby Daddy” surged by double digits across target categories, including by 28% in Total Viewers (1.1 million vs. 862,000), by 46% in Adults 18-34 (458,000 vs. 314,000), by 37% in Adults 18-49 (725,000 vs. 529,000) and by 27% in Viewers 12-34 (546,000 vs. 431,000).

 

  • Based on a full week of DVR viewing last summer, “Baby Daddy” netted sizeable double digit gains across all core demos, climbing to 1.4 million Total Viewers (+50% – vs. 931,000), 907,000 Adults 18-49 (+56% – vs. 583,000) and 708,000 Viewers 12-34 (+55% – vs. 457,000).

  

Source: NTI, U.S. ratings, 1/15/14, Live + SD; L+7 vs. L+SD: 5/29/13-9/4/13, 8-9p.m. originals. Excludes specials.

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