Scandal A Woman Scorned

via press release:

Live + 7 Day ratings for the week of 3/23/15 (Week #27):

ABC claimed the most Top 10 playback gainers of any broadcast network for the 2nd week in a row among Adults 18-49 – more than CBS (3), NBC (2) and Fox (0) combined. ABC had 6 of the week’s 10 biggest TV playback gainers among young adults, including the #1 gainer of the week: Modern Family (+2.3 rating points) – #1, Grey’s Anatomy (+1.6) and Scandal (+1.6) tied for – #2, Marvel’s Agents of S.H.I.E.L.D. (+1.3 rating points) – #6 and Once Upon a Time (+1.1) and The Goldbergs (+1.1) tied at #7.


On a percentage basis, ABC claimed 4 of the Top 10 with young adults: Forever (+111%) – #1, Revenge (+90%) – #4, Marvel’s Agents of S.H.I.E.L.D. (+87%) – #6 and Modern Family (+82%) – #10.


In Tuesday’s 10 o’clock hour, ABC’s Forever more than doubled its L+SD Adult 18-49 rating, growing +111% to score its biggest-ever L+7 lift. The new ABC drama has grown at least +100% over its L+SD rating with Adults 18-49 on 4 occasions this season. Growing to a 1.9, Forever ended up week to week in the L+7 numbers by 12% among Adults 18-49 to match its highest rating since mid-January – since 1/13/15.


Also on Tuesday, Fresh Off the Boat delivered increasing L+7 growth for the 4th consecutive week, hitting a new series high in TV playback among Adults 18-49 (+50%). Meanwhile at 9pm, S.H.I.E.L.D. posted its largest playback build of the year among Adults 18-49, catapulting +87% over its L+SD rating to deliver a 2.8 in the L+7 numbers and holding steady with prior week (in the L+SD numbers, S.H.I.E.L.D. was off a tenth of a rating point week to week).


On Wednesday, ABC’s The Middle (+50%) and Modern Family (+82%) each scored new series bests in TV playback with Adults 18-49, while The Goldbergs hit a new playback high for the season (+55%).


Opposite CBS’ NCAA basketball coverage on Thursday, ABC’s Grey’s Anatomy posted a season high in TV playback in Adults 18-49 (+73%), while Scandal delivered its largest-ever L+7 lift (+70%).


On Sunday, ABC’s Secrets and Lies scored its biggest playback increase yet among Adults 18-49, shooting up +77% over its L+SD rating. The freshman ABC drama soared to a 2.3 in Adults 18-49 to match its week-ago L+7 rating. In L+SD, Secrets and Lies was off by 2-tenths of a rating point week to week in the young adult demo. At 10pm, Revenge grew to a 1.9 in Adults 18-49, holding steady week to week in the L+7 numbers (after finishing 1-tenth of a rating behind the prior week in L+SD).


In the final Live + 7 Day ratings, ABC’s Modern Family (5.1 rating) moved past the Monday edition of NBC’s The Voice (4.2) to rank as the week’s #1 highest-rated broadcast series among Adults 18-49. In addition, ABC’s Scandal (3.9) and Grey’s Anatomy (3.8) finished as the Top 2 broadcast dramas of the week in the young adult demo.

·         Growing to a 2.1 rating in L+7, ABC’s Fresh off the Boat emerged as Tuesday’s #1 comedy among Adults 18-49, topping NBC’s Undateable by 3-tenths of a rating point. In the L+SD ratings, FOTB trailed the NBC sitcom by 1-tenth of a rating point among young adults.


·         ABC’s S.H.I.E.L.D. ranked as the #1 program in Tuesday’s 9 o’clock hour for the 2nd week in a row among Adults 18-49, leapfrogging over CBS’ NCIS: New Orleans to lead by 8%. In the L+SD ratings, S.H.I.E.L.D. was 3-tenths of a rating point behind the CBS drama and ranked #2 in the hour.

Season-to-Date TV Playback (9/22/14-3/29/15):

Based on L+7 ratings through 27 weeks of the 2014-15 season, ABC is #1 in Nielsen’s non-sports Adult 18-49 averages (2.2 rating-tied with CBS), leading by double digits over NBC (+10% – 2.0) and Fox (+16% – 1.9). Growing to a 2.2 L+7 rating among Adults 18-49 in the non-sports numbers, ABC is even year to year (2.2 for 9/23/13-3/30/14), while CBS (-4%), NBC (-17%) and Fox (-10%) are each declining.

Based on TV playback data for the 2014-15 season, ABC claims 5 of the Top 10 biggest gainers among Adults 18-49 on the broadcast networks (the most for any network): Modern Family (+2.2 rating points) – #2, How To Get Away with Murder (+2.0) – #4, Scandal (+1.6) – #6, Grey’s Anatomy (+1.5) – #8 and Marvel’s Agents of S.H.I.E.L.D. (+1.4) – #10.

Among Adults 18-49 in the L+7 ratings, ABC has the Top 2 dramas on Thursday with HTGAWM (5.0 rating) and Scandal (4.7), the #1 show on Friday with Shark Tank (2.6) and the #1 broadcast series on Sunday with Once Upon a Time (3.5).


Several of ABC’s returning series are seeing bigger percentage gains among Adults 18-49 from L+SD to L+7 this year than last: The Bachelor (+25% vs. +24%), Castle (+69% vs. +60%), DWTS (+20% vs. +19%), Marvel’s Agents of S.H.I.E.L.D. (+88% vs. +62%), Modern Family (+67% vs. +56%), Resurrection (+67% vs. +43%), Revenge (+82% vs. +63%) and Shark Tank (+37% vs. +30%).



Source: The Nielsen Company, as dated. Based on regular, original telecasts only. Season-to-Date DVR playback ranker includes programs with 2 or more telecasts.

Posted by:Steve Baron

VP/Digital for TV station ownership group; Dad to young twins, runner, skier & spend a lot of times in airplanes.

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