via press release:
Quick Take for Tuesday, September 21, 2010
(Fast Affiliate Live + Same Day Ratings)
Jumping to its Most-Watched Ever Season Opener, “DWTS: The Results” Ranks a Definitive No. 1 Against Season Premiere Competition in Viewers and Young Adults
Series Debut of “Detroit 1-8-7” Outdraws NBC’s “Parenthood” in the 10pm Hour, Generating Strong Time-Slot Improvement for ABC in Viewers and Young Adults
“Dancing with the Stars: The Results” (9:00-10:00 p.m.)
Building sharply on its lead-in (a “DWTS” recap special) and gaining audience throughout its telecast against stiff season/series premiere competition (CBS’ season premiere of “NCIS: LA,” NBC’s season premiere of “The Biggest Loser” and Fox’s “Glee”-fueled comedy debuts “Raising Hope”/”Running Wild”), the season opener of “Dancing with the Stars: The Results” moved ABC up into a definitive No. 1 in the 9 o’clock hour with viewers and young adults. “DWTS: The Results” beat out its nearest competition in hour (CBS’ “NCIS: LA”) by 2.6 million viewers (18.3 million vs. 15.7 million) and by 26% in Adults 18-49 (4.3/11 vs. 3.4/9). Actor David Hasselhoff was the first celebrity dancer to be eliminated from the competition this season.
- “DWTS: The Results” marked its most-watched-ever season premiere. The ABC dancing results program also posted its strongest-ever Fall opener in Adults 18-49, tying its 2nd highest-ever (Fall or Spring).
“Detroit 1-8-7” (10:00-11:00 p.m.)
Opposite the second hour of CBS’ 2-hour “NCIS: LA” season opener in the 10 o’clock hour, ABC’s series debut of “Detroit 1-8-7” stood as the 2nd-most-watched TV show, outdrawing NBC’s time-period established “Parenthood” by 66% (9.8 million vs. 5.9 million). The new ABC drama also ranked No. 2 in the hour with Adults 25-54 and among key Men (M18-49/M25-54), defeating NBC’s Parenthood.
- “Detroit 1-8-7” greatly improved the hour for ABC, boosting the slot by 3.8 million viewers (9.7 million vs. 5.9 million) and by 33% in Adults 18-49 (2.4/7 vs. 1.8/5) over its 2009-10 TV Season averages with regular programming in the time period (Live + Same Day). In fact the new series drew the Net’s biggest audience with a regular original scripted series telecast in the hour in 1 year – since 9/22/09.
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 Program Ratings), 9/21/10.