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March 11, 2015

Quick Take for Tuesday, March 10, 2015

(Fast Affiliate Live + Same Day Ratings)

ABC’s “Fresh Off the Boat” Beats Fox’s “Hell’s Kitchen” for the 2nd Straight Week

Repeat After Me” Surges to Match Series Highs in Adults 18-34 and Women 18-34

S.H.I.E.L.D.” Improves its Hour by Double Digits in Adults 18-49 for the 2nd Week

Tuesday Night (03/10/15) — ABC Total Viewer and Adult 18-49 Projections

“Fresh Off the Boat:” Live + 3 = 7.1 million/2.0 rating and Live + 7 = 7.6 million/2.2 rating

“Repeat After Me:” Live + 3 = 3.6 million/1.1 rating and Live + 7 = 3.8 million/1.2 rating

“S.H.I.E.L.D.:” Live + 3 = 5.7 million/2.1 rating and Live + 7 = 6.3 million/2.4 rating

Live + Same Day Fast Affiliate Results:

Fresh Off the Boat” (8:00-8:30 p.m. – 5.1 million and 1.5/5 in AD18-49):

At 8:00 p.m. opposite the start of NBC’s 2-hour “The Voice” on the first Tuesday of Daylight Savings, ABC’s “Fresh Off the Boat” beat out Fox’s “Hell’s Kitchen” for the 2nd week in a row, leading by 1.6 million viewers (5.1 million vs. 3.5 million) and by 15% in Adults 18-49 (1.5/5 vs. 1.3/5). The show was up week to week in Women 18-34 (+30%) and Women 18-49 (+6%). The ABC freshman series was Tuesday’s top comedy for the 5th week running in Total Viewers and Adults 18-49.

Repeat After Me” (8:30-9:00 p.m. – 3.5 million and 1.1/4 in AD18-49):

At 8:30 p.m., ABC’s “Repeat After Me” outdrew the second half-hour of Fox’s “Hell’s Kitchen” for the 2nd straight week in Total Viewers (3.5 million vs. 3.4 million). The ABC unscripted series built by double digits week to week in Adults 18-34 (+13%) and Women 18-34 (+22%) to equal series highs on both measures.

Marvel’s Agents of S.H.I.E.L.D.” (9:00-10:00 p.m. – 3.7 million and 1.4/4 in AD18-49):

At 9:00 p.m. against the second hour of “The Voice,” ABC’s “Marvel’s Agents of S.H.I.E.L.D.” was the No. 1 scripted show in its slot with key Men (M18-34/M18-49), beating CBS’ “NCIS: New Orleans.”

  • For the 2nd consecutive week, the ABC drama improved its hour year to year by double digits in Adults 18-49 (+17% – 1.4/4 vs. 1.2/4 for original comedies on 3/11/14).

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 03/10/15.

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