QUICK TAKE FOR THURSDAY, MARCH 13, 2008 (FAST AFFILIATE LIVE + SAME DAY RATINGS)
Released by ABC
Quick Take for Thursday, March 13, 2008 (Fast Affiliate Live + Same Day Ratings)
ABC Takes Second on Thursday in Adults 18-49 and Ranks No. 1 on the Night in
Adults 18-34, Men 18-49 and Men 18-34
ABC's "Lost" Stands as Thursday's No. 1 TV Show Across the Key Adult Demos
"Lost" Wins the 9 O'clock Hour in Total Viewers and Adults 18-49, Its 7th Straight Week to Lead the Time Slot in the Key Young Adult Sales Demo
ABC's Freshman "Eli Stone" is No. 1 in the 10 p.m. Hour in Young Adults and Key Men
Thursday Night (8:00-11:00 p.m.)
ABC earned second-place on Thursday in Adults 18-49 (3.0/8) and delivered the No.1 position on the evening among Adults 18-34 (2.6/8), Men 18-49 (2.6/8-tie), Men 18-34 (2.2/7) and Women 18-34 (2.9/9).
"Lost" (9:00-10:00 p.m.)
Surging from its lead-in by 6.6 million viewers and by
167% in Adults 18-49 (replay of the previous week's episode = 5.3 million &
1.8/5), ABC's "Lost" won Thursday's 9 o'clock hour in Total Viewers (11.9 million) and Adults 18-49 (4.8/13). The ABC drama dominated the time period
among Adults 18-49, beating its nearest competition by 55% (4.8/13 vs. 3.1/8 NBC and Fox tied). In fact "Lost" led its time slot for the seventh consecutive week
in the key young adult sales demographic.
Please Note: Due to the impact of the changeover to daylight savings time, overall Adult 18-49 TV usage levels declined in the hour by 8% from the prior week (38.0%vs. 41.3%). Despite the decline in available audience, "Lost" retained all of its audience share week to week.
"Lost" stood as Thursday's No. 1 TV show across each of the key adult demographics: A18-34 (4.2/13), A18-49 (4.8/13) and A25-54 (5.5/13).
ABC's freshman "Eli Stone" ranked No. 1 during in the 10 o'clock hour in Adults 18-49 (2.5/7), Adults 18-34 (2.0/6) and among key men demos: M18-34 (1.8/6), M18-49 (2.1/6) and M25-54 (2.4/7-tie). In addition, the ABC freshman series continued to attract more viewers than its freshman drama competition in the hour, outdrawing NBC's "Lipstick Jungle" by 1.7 million viewers (7.3 million vs. 5.6 million).
A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating trends based on the Live + Same Day data stream may be somewhat distorted by the level of DVR penetration in the Nielsen sample, which has nearly doubled from over 13% at the same point in 2006, up to more than 23% currently. 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: Nielsen Media Research
(Fast Affiliate Live + Same Day Ratings), 3/13/08.