ABC Takes Second on Tuesday in Adults 18-49 and Grows Year to Year

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March 4, 2015

Quick Take for Tuesday, March 3, 2015

(Fast Affiliate Live + Same Day Ratings)

ABC Takes Second on Tuesday in Adults 18-49 and Grows Year to Year

ABC’s “Fresh Off the Boat” Beats Fox’s Premiere of “Hell’s Kitchen”

And Ranks as Tuesday’s No. 1 Comedy for the 4th Consecutive Week

Repeat After Me” Builds its Total Viewer Count Week to Week

S.H.I.E.L.D.” Returns to Dominate its Scripted Competition and Boost its Slot

Forever” Delivers Big Year-Over-Year Time-Period Improvement for ABC

Tuesday Night (03/03/15) — ABC Total Viewer and Adult 18-49 Projections

“Fresh Off the Boat:” Live + 3 = 8.3 million/2.3 rating and Live + 7 = 9.0 million/2.5 rating

“Repeat After Me:” Live + 3 = 4.2 million/1.2 rating and Live + 7 = 4.4 million/1.3 rating

“S.H.I.E.L.D.:” Live + 3 = 6.8 million/2.3 rating and Live + 7 = 7.6 million/2.6 rating

“Forever:” Live + 3 = 7.2 million/1.6 rating and Live + 7 = 8.0 million/1.7 rating

Live + Same Day Fast Affiliate Results:

ABC Tuesday Prime (8:00-11:00 p.m. – 4.6 million and 1.3/4 in AD18-49):

ABC ranked No. 2 on Tuesday night in Adults 18-49 (1.3/4-tie). The Net was up from the year-ago evening with all-original programing (3.8 million and 1.2/4 on 3/4/14) by 21% in Total Viewers and by 8% in Adults 18-49.

Fresh Off the Boat” (8:00-8:30 p.m. – 6.0 million and 1.7/6 in AD18-49):

At 8:00 p.m. against the start of NBC’s 2-hour “The Voice,” ABC’s “Fresh Off the Boat” beat Fox’s “Hell’s Kitchen” premiere by 1.8 million viewers (6.0 million vs. 4.2 million) and by 21% in Adults 18-49 (1.7/6 vs. 1.4/5). “Fresh Off the Boat” was up week to week in Total Viewers by 5% (6.0 million vs. 5.7 million) and remained even with young adults (1.7/6 vs. 1.8/6). The new ABC series was Tuesday’s No. 1 comedy for the 4th week in a row in Total Viewers and Adults 18-49.

Repeat After Me” (8:30-9:00 p.m. – 4.0 million and 1.2/4 in AD18-49):

At 8:30 p.m., ABC’s “Repeat After Me” gained viewers week to week (+3% – 4.0 million vs. 3.9 million) and held even in Adults 18-49 (1.2/4 vs. 1.3/4). The new ABC unscripted series edged out the second half-hour of Fox’s “Hell’s Kitchen” premiere in Total Viewers (4.04 million vs. 3.97 million).

Marvel’s Agents of S.H.I.E.L.D.” (9:00-10:00 p.m. – 4.5 million and 1.6/5 in AD18-49):

Jumping over its lead-in by 33% at 9:00 p.m. opposite the second hour of “The Voice,” ABC’s “Marvel’s Agents of S.H.I.E.L.D.” returned for its first telecast in 3 months (since 12/9/14) to lead its original scripted competition in the hour by 45% in Adults 18-49 (1.6/5 vs. 1.1/3 for Fox’s “New Girl’/”The Mindy Project”).

  • S.H.I.E.L.D.” returned steady with its last original in Adults 18-49 (1.6/5 vs. 1.7/5), while gaining 10% among Men 18-34.

  • The ABC drama improved its hour year to year by 32% in Total Viewers and by 33% in Adults 18-49 (3.4 million and 1.2/3 for original comedies on 3/4/14).

Forever” (10:00-11:00 p.m. – 4.4 million and 1.0/3 in AD18-49):

At 10:00 p.m., ABC’s “Forever” held steady week to week and continued to improve its hour year to year, building on the year-ago night with original drama programming (“Mind Games”) by 83% in Total Viewers (4.4 million vs. 2.4 million) and by 67% in Adults 18-49 (1.0/3 vs. 0.6/2). On average season to date, the freshman drama is improving Tuesday’s 10 o’clock hour for ABC by strong double-digit margins in Total Viewers (+74% – 7.3 million vs. 4.2 million) and Adults 18-49 (+80% – 1.8/6 vs. 1.0/3) over regular programming during the comparable weeks last season.

A note about DVR penetration: DVR penetration in the Nielsen sample is currently at 49% in U.S. TV Homes. More viewers are watching shows on their own timetables, which are increasingly not reflected in the overnight Live + Same Day numbers. As a result, the Live + 7 Day ratings are the most accurate measure to gauge the size of the TV audience

Projections Rationale:

Lifts vs. L+SD are based on the 2014-15 season for premiere telecast or an average for originals (excluding the premiere).

Returning shows: Profile based on same show (either premiere or averages for originals).

New Series: Based on similar series.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 03/03/15.

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