Note: the Southland blurb about DVR viewing for the March 16 episode. The comparison to Live viewing is a common practice by networks, but it is also very misleading. They are comparing Live+7 viewing to LIVE viewing which is never reported anywhere, instead of the Live+SD viewing that is reported everywhere.
What they claim as a 59% increase is really only a 26% increase in viewers when compared to the Live+SD numbers that were widely reported the next day. 26% ain’t nothing, but it’s a lot smaller than the misleading 59% which compares to a much lower number nobody ever saw to begin with.
Adult Swim dove into 2nd Quarter 2010 with the #1 ranking among all basic cable networks for total day delivery of adults 18-34, adults 18-24, men 18-34 and men 18-24. Earning double-digit delivery gains compared to the same time period in 2009, adults 18-34 delivery (508,000) improved by 14%, adults 18-24 delivery (291,000) by 13% and adults 18-49 delivery (698,000) by 19%.
In the highly competitive late-night talk-show hours (11:30 p.m.-12:30 a.m.), Adult Swim also out-delivered all television competition—both broadcast and cable—ranking #1 among adults and men 18-34, and adults and men 18-24.
The Monday night telecast of Family Guy (11 p.m.) charted considerable double-digit gains across the board. Compared to the same time period last year, adults 18-34 delivery (1,426,000) grew by 46%, adults 18-24 delivery (875,000) by 38% and adults 18-49 delivery (1,872,000) by 37%. Men 18-34 delivery (717,000) increased by 26%, men 18-24 delivery (431,000) by 9% and men 18-49 delivery (965,000) by 25%.
Adult Swim telecasts—including Family Guy, Robot Chicken and Aqua Teen Hunger Force—accounted for nearly half (24) of the Top 50 programs of the Week among adults 18-34, more than any other network.
Cartoon Network earned significant total day delivery gains among its key kids demos across the first week of April 2010. Compared to the same time period last year, average kids 6-11 delivery (360,000) grew by 10%, kids 2-11 delivery (536,000) grew by 5% and kids 9-14 delivery (271,000) grew by 22%.
Among its programming standouts, a premiere episode of Cartoon Network’s alternative series DUDE, WHAT WOULD HAPPEN (Wednesday, 8 p.m.) earned significant delivery and ratings increases across targeted demos. Vs. the same time period last year, kids 2-11 delivery (667,000) improved by 20% and ratings (2.7) by 17%, while boys 6-11 delivery (503,000) improved by 15% and ratings (4.0) by 14%. Earning even larger gains among older kids, kids 9-14 delivery (580,000) increased by 61% and ratings (2.4) by 60%, and boys 9-14 delivery (486,000) by 53%.
TBS maintained its dominance in the sitcom arena last week, with The Office ranking as ad-supported cable’s #1 sitcom among adults 18-34 and adults 18-49.
TNT’s Southland continues to demonstrate strong viewer loyalty through time-shifted viewing. Live + 7 data for the March 16 episode reveals the audience grew by 59% over Live deliveries, bringing its total audience to 2.4 million viewers. The episode also grew its delivery of adults 18-49 by 77% to 1.3 million and adults 25-54 by 70% to 1.3 million. Remarkably, the episode nearly doubled its delivery of adults 18-34, which grew by 96% to 669,000.
Last week’s new episode of Southland was watched by 2.1 million viewers in Live + Same Day deliveries. The season finale airs tonight at 10 p.m. (ET/PT).
truTV enjoyed outstanding performances from its original series this past week:
Operation Repo led the network to a Top 5 primetime cable finish for Monday, March 29, among adults 18-34 (387,000); adults 18-49 (813,000); men 18-34 (217,000); and men 18-49 (426,000).
The Smoking Gun Presents: World’s Dumbest (Thursday, April 1, 9 p.m.) ranked among cable’s Top 5 entertainment programs in its time period in delivery of adults 18-49 (662,000); men 18-34 (173,000); and men 18-49 (359,000).
truTV’s new series Over the Limit (Sunday, April 4, 10 p.m.) was watched by more than 1.4 million viewers, up 46% for the time period when compared to the same day last year. In addition, it delivered 680,000 adults 18-49, up 48% over the same time period last week.