March 14, 2014
Quick Take for Thursday, March 13, 2014
(Fast Affiliate Live + Same Day Ratings)
ABC is No. 1 on Thursday for the 3rd Straight Week in Adults 18-34 and Key Women
“Once Upon a Time in Wonderland” Continues to Outdraw NBC’s Comedies
Nearly Tripling its Adult 18-49 Lead-in, “Grey’s” Beats “Idol” in its Move to 9pm
“Scandal” Dominates at 10pm by 59% in Adults 18-49 Over its Closest Competition
ABC Thursday Prime (8:00-11:00 p.m. – 6.1 million and 1.9/6 in AD18-49):
For the 3rd week in a row, ABC ranked No. 1 on Thursday in Adults 18-34 and key Women (W18-34/W18-49).
· ABC’s “Scandal” (2.7/8) was the No. 2 TV show of the night in Adults 18-49, behind only CBS’ top-rated “The Big Bang Theory.”
“Once Upon a Time in Wonderland” (8:00-9:00 p.m. – 3.1 million and 0.8/3 in AD18-49):
During the 8 o’clock hour, ABC’s “Once Upon a Time in Wonderland” retained 100% of its week-ago Fast Affiliate numbers in Total Viewers and Adults 18-49. From 8:00-9:00 p.m., the ABC freshman drama topped NBC’s comedies by 11% in Total Viewers (3.1 million vs. 2.8 million for “Community”/”Parks and Recreation”).
“Grey’s Anatomy” (9:00-10:00 p.m. – 7.1 million and 2.3/7 in AD18-49):
Nearly tripling its Adult 18-49 lead-in at 9:00 p.m. (+188%), ABC’s “Grey’s Anatomy” (2.3/7) continued to win its hour, beating Fox’s time period premiere of “American Idol” (+5% – 2.2/6). In fact, in its shift to 9:00 p.m., “American Idol” matched a series low for the 2nd week in a row among Adults 18-49. In addition, the ABC drama outdelivered “Idol” by 19% in Adults 18-34 (1.9/7 vs. 1.6/6).
“Scandal” (10:00-11:00 p.m. – 8.1 million and 2.7/8 in AD18-49):
Building on its “Grey’s” lead-in among Adults 18-49 at 10:00 p.m. (+17%), ABC’s “Scandal” (2.7/8) towered over the final hour of the night, beating CBS’ “Elementary” by 59% (1.7/5) and NBC’s “Parenthood” by 125% (1.2/4). “Scandal” paced within 1-tenth of its week ago Fast Affiliate Adult 18-49 number. The ABC drama was Thursday’s No. 1 most social TV program, gaining 3% week to week (320,869 tweets vs. 310,485 tweets) and pacing well ahead of runner-up “American Idol,” which had 53,087 tweets.
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 49% currently, from 47% at the same point in 2013. 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, National Live + Same Day Program Ratings, 03/13/14. Nielsen Social Guide, total tweets, as dated.
Contacts: Jeff Lindsey (818) 460-5095 [email protected] / Salima Merchant (818) 460-6847 [email protected] / Pons Rongavilla (818) 460-5615 [email protected]
