via press release:

October 7, 2010

Quick Take for Wednesday, October 6 2010

(Fast Affiliate Live + Same Day Ratings)

ABC is Improves its Wednesday Numbers Year to Year and Week to Week

“Modern Family” is Wednesday’s No. 1 TV Show for the 3rd Week Running

“The Middle” Grows its New Time Slot and Builds on its Own Year-Ago Results

“Better with You” is Up Week to Week […]

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

Producing improved year-to-year returns, ABC was up over the same Wednesday last year (10/6/09) by 6% in Total Viewers (7.1 million vs. 6.7 million) and by 9% in Adults 18-49 (2.5/7 vs. 2.3/7).  The Net was also up 4% over the prior week among Adults 18-49.

“The Middle” (8:00-8:30 p.m.)

Leading off the night, ABC’s “The Middle” (8.0 million) opened as the 2nd-most-watched TV show in the 8:00 p.m. half-hour to CBS’ “Survivor: Nicaragua,” attracting 29% more viewers than NBC’s “Undercovers” (6.2 million) and 31% more than Fox’s “Hell’s Kitchen” (6.1 million).  The ABC sophomore comedy generated substantial year-to-year time period improvement for ABC, increasing the half-hour by 1.5 million viewers (8.0 million vs. 6.5 million) and by 50% in Adults 18-49 (2.4/8  vs. 1.6/5) from the same night a year ago.

  • In fact on average, “The Middle” is growing its new earlier time period for ABC from the same point last season by 14% in Total Viewers and by 32% in Adults 18-49. “The Middle” is also up over its own performance at the same point last year in both viewers (+14%) and young adults (+9%).

“Better with You” (8:30-9:30 p.m.)

Growing by 5% week to week and exhibiting its strongest-yet lead-in retention for ABC at 8:30pm (96%) on its third telecast, “Better with You” (2.3/7) continued to dominate its freshman competition in the half-hour in Adults 18-49, leading NBC’s “Undercovers” by a best-yet margin of 44% (1.6/5) in Week 3 of the season – building steadily from a 19% advantage on Week 1 and a 29% advantage on Week 2.  The new comedy series also boosted the half-hour for ABC by 10% year to year in Adults 18-49 (2.3/7 vs. 2.1/6).

  • In addition to building it young adult audience week to week, “Better with You” equaled series-high ratings with key Men (M18-34/M25-54).

“Modern Family” (9:00-9:30 p.m.)

Finishing as Wednesday’s dominant  No. 1 TV show for the 3rd consecutive week this season, ABC’s “Modern Family” once again led its 9:00 p.m. half-hour by a strong margin, outdelivering second-place CBS’ “Criminal Minds” by 29% in Adults 18-49 (4.5/12 vs. 3.5/9).

  • “Modern Family” built sharply on its year-ago performance, gaining 2.5 million viewers (11.3 million vs. 8.8 million) and 32% in Adults 18-49 (4.5/12 vs. 3.4/9).  On average in its sophomore season, Modern Family’s numbers are up over the same point last season by 14% in Total Viewers and by 24% in Adults 18-49.

  • “Modern Family” posted the series’ 3rd-highest-ever Adult 18-49 number, while tallying its 2nd-highest-ever numbers with Adults 18-34 and Women 18-34 (behind only its second-season premiere).

“Cougar Town” (9:30-10:00 p.m.)

At 9:30 p.m., “Cougar Town” was up week to week by 11% in Adults 18-49 (3.1/8 vs. 2.8/8), pulling in the series’ 2nd-highest viewer and young adult numbers since January (behind only its season premiere) – since 1/20/10.

  • The ABC comedy ranked a strong No. 1 in its time period with Women 18-34, beating its nearest competition by 16% (3.7/10 vs. 3.2/9 – the final half-hour of Fox’s 2-hour “Hell’s Kitchen”).

“The Whole Truth” (10:00-11:00 p.m.)

Qualifying as the only new network drama to grow week to week in Wednesday’s 10 o’clock hour, as NBC’s “Law & Order: Los Angeles” and CBS’ “The Defenders” each declined sharply, ABC’s “The Whole Truth” surged by 17% over the prior week in Adults 18-49 rating (1.4/4 vs. 1.2/4).

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 38% currently, from 32% at the same point in 2009. 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), 10/6/10.

Posted by:TV By The Numbers

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