Scandal Season 3 finale

via press release:

The Net Leads the Season in Nielsen’s Non-Sports Adult 18-49 Averages, with 6

Of the Top 15 Entertainment Series, the No. 1 New Show and No. 1 New Comedy


ABC is Up the Most in Viewers and the Only Net Steady in Adults 18-49 


The Network is No. 1 in Upscale Adults 18-49 with 6 of the Top 10 TV Series


ABC Marks its Best Thursday in 5 Years and Most-Watched Friday in 7 Years


ABC’s Primetime Numbers Surge via TV Playback, Gaining

26% in Viewers and 39% in Adults 18-49 from L+SD to L+7


ABC Primetime 2014-15 (09/22/14-01/04/15)

Based on Nielsen’s non-sports averages (to account for the inflated averages from sports coverage), ABC leads the season in Adults 18-49 (2.3/7).  

·         Season’s Highest-Rated TV Series: The Net delivers 6 of the Top 15 entertainment series on broadcast TV this season in Adults 18-49 (more than any net), including the No. 1 freshman show (“How to Get Away with Murder”), the No. 1 new comedy (“black-ish”) and the No. 1 drama ( “Scandal”): “Modern Family” (5.3 rating) – No. 2, “Scandal” (4.8 rating) – No. 3, “HTGAWM” (4.1 rating) – No. 7, “Grey’s Anatomy” (4.0 rating) – No. 8, “Once Upon a Time” (3.7 rating) – No. 12 and “black-ish” (3.5 rating) – No. 13.  In addition, “Scandal” is the season’s No. 1 show among key Women (W18-34/W18-49). Further, “Once Upon a Time” is the season’s No. 1 broadcast series with Teens 12-17 and Kids 2-11.

·         ABC is Up the Most in Viewers and Only Net Steady in Adults 18-49:  Season to date based on all programming, ABC is up 3% in Total Viewers (8.2 million vs. 8.0 million) and holding steady in Adults 18-49 (2.2/7), making it the biggest gainer among the major nets in viewers and the only one to hold in the key sales demo. CBS (-4%), NBC (-10%) and Fox (-13%) are each down this season with young adults. The Net is up year to year on 4 nights in Adults 18-49: Wednesday (+7%), Thursday (+3%), Saturday (+7%) and Sunday (+5%).


·         ABC Leads Season with Upscale Young Adults: Among Adults 18-49 in homes with $100K+ Annual Income in the non-sports numbers, ABC (2.76 rating) ranks No. 1 this season, leading NBC by 13% (2.45 rating), CBS by 16% (2.38 rating) and Fox by 77% (1.56 rating). ABC airs 6 of the Top 10 highest-rated broadcast entertainment series (the most for any net) among high-income young adults, including the No. 1 series overall with “Modern Family” and the No. 1 new show with “How to Get Away with Murder:” “Modern Family“ (8.68 rating) – No. 1, “Scandal” (6.16) – No. 4, “Grey’s Anatomy” (4.98) – No. 6, “HTGAWM” (4.97 – No. 1 new drama) – No. 7, “black-ish” (4.53 – No. 1 new comedy) – No. 9 and “Once Upon a Time” (4.29) – No. 10.


·         More Returning Shows Up than Any Other Net: In Adults 18-49, ABC’s “The Goldbergs” (+16%), “Modern Family” (+4%), “Scandal” (+4%), “Saturday Night Football” (+12%) and “Once Upon a Time” (+9%) are each up over their performance at the same point last season. In fact, ABC has more returning shows up this season in Adults 18-49 than the other networks. In addition, ABC’s ”S.H.I.E.L.D.” (+36%), “Forever” (+90%), “The Goldbergs” (+45%), “black-ish” (+30%), “Grey’s” (+150%), “Scandal” (+4%) and “Revenge” (+46%) are each improving their respective time periods with young adults.


·         Wins November in Non-Sports Adults 18-49 (Live + 7 Day):  Based on all programming, ABC was a strong No. 2 for the sweep in Adults 18-49 to an NFL-driven NBC (2.7/8 vs. 2.8/9), moving up a notch year to year. The Net ranked a dominant No. 1 in Nielsen’s non-sports Adult 18-49 averages for the month, leading runner-up CBS by 17% (2.8/9 vs. 2.4/7). ABC was the only major net up year to year in Total Viewers (+4% – 9.9 million vs. 9.5 million) or Adults 18-49 (+4% – 2.7/8 vs. 2.6/8), marking its most-watched sweep overall in 3 years (any sweep) – since November 2011.


·         Strongest Thursday Performance in 5 Years: Despite facing CBS’ Thursday Night Football on the first 5 weeks of the season, ABC is up on the night versus the same point last year in Total Viewers (+8%) and Adults 18-49 (+3%). On both Nielsen measures, ABC is delivering its strongest performance on the night in 5 years – since the comparable weeks of the 2009-10 season.


·         Up on Friday in Viewers for the 3rd Straight Year to a 7-Year High: Building for the 3rd straight year on Friday in Total Viewers (+6%) and holding steady in Adults 18-49, ABC is delivering its most-watched Friday overall in 7 years – since the comparable weeks of the 2007-08 season. The Net ranks No. 1 on the night with “Shark Tank” as Friday’s No. 1 TV show in Adults 18-49.


·         ABC’s 2-Hour Comedy Block is Up and Ranks No. 1 in Adults 18-49: On average, ABC’s 2-hour Wednesday comedy block leads its 8:00-10:00 p.m. time period by 6% in Adults 18-49 over its nearest competition (CBS). The comedy block is growing year to year in viewers (+13%) and young adults (+13%) to its biggest-ever audience and a 3-year high in Adults 18-49.  ABC’s current 2-hour comedy block on the night started with the 2009-10 season. “Modern Family” is the No. 1 TV show of the night in Adults 18-49.


·         ABC Series Among Most Popularly Recorded and Played Back: On average during primetime, ABC’s numbers for original programming jump from the first-reported Live + Same Day averages to the finalized Live + 7 Day ratings by 26% in Total Viewers (7.3 million to 9.2 million) and by 39% in Adults 18-49 (1.8/6 to 2.5/8), making it the biggest percentage gainer among the major nets on both counts. With a rise in DVR penetration year to year, ABC’s series remain among the most popularly recorded and played back TV shows again this season, as it delivers 3 of the Top 10 biggest broadcast gainers in Total Viewers, including the season’s No. 1 biggest freshman gainer (“HTGAWM”). A total of 11 ABC series add 2.5 million viewers or more from their initially reported totals via time-shifted viewing: “HTGAWM” (+5.5 million), “Modern Family” (+4.9 million), “Castle” (+4.3 million), “Scandal” (+3.8 million), “Grey’s” (+3.4 million), “Forever” (+3.3 million), “Marvel’s Agents of S.H.I.E.L.D.” (+3.3 million), “Once Upon a Time” (+2.9 million), “black-ish” (+2.8 million), “Revenge” (+2.8 million) and “Nashville” (+2.5 million). Among Adults 18-49, 10 of ABC’s series register substantial ratings increases of at least 1.0 rating points: “HTGAWM” (+2.2 rating), “Modern Family” (+2.2 rating), “Scandal” (+1.6 rating), “Grey’s” (+1.5 rating), “S.H.I.E.L.D.” (+1.3 rating), “Once Upon a Time” (+1.2 rating), “black-ish” (+1.1 rating), “Castle” (+1.1 rating), “Nashville” (+1.0 rating) and “Revenge” (+1.0 rating).



Source: The Nielsen Company, (National, Most Current Program Ratings), 09/22/14-01/04/15, or as dated. Upscale data based on regular non-sports programming with 2+ telecasts, 09/22/14-01/04/14. DVR/VOD Playback based on regular, original telecasts only for programs with 2+ telecasts in Live + 7 Day ratings for 09/22/14-12/21/14. 

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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