GCB strong on Easter for ABC
Please Note: On Easter Sunday, ABC aired repeats of America’s Funniest Home Videos and Once Upon a Time from 7-9pm followed by 2 original episodes of GCB from 9-11pm. CBS’ line-up was boosted by a big Masters Golf overrun into the opening hour of the night and included season finale programming in the 10pm hour (CSI: Miami). NBC aired an all-original schedule on the night (Dateline/Harry’s Law/2-hour Celebrity Apprentice) and Fox was in repeats.
At 9pm coming out of a repeat Once Upon a Time, a special airing of GCB surged over its lead-in by 1.5 million viewers and by 70% in Adults 18-49, boosting ABC to #2 in the hour in the key young adult sales demo (tying time-period regular Celebrity Apprentice). In addition, the ABC freshman drama ranked #1 in the hour with Women 18-49.
Building on its lead-in among Adults 18-49 (+12%), ABC’s GCB ranked #2 in its regular 10 o’clock time period, pacing 46% ahead its CBS competition (The Good Wife encore/CSI: Miami season finale). GCB also earned second place in the hour across all key Women demos (W18-34/W18-49/W25-54).
- Although holiday TV usage levels were down in the hour week to week (-6% in AD18-49) and it did not have Desperate Housewives as a lead-in, GCB retained 100% of its young adult audience (AD18-34/AD18-49) from the prior week.
- Improving over the second hour of a 2-hour Brothers & Sisters on the year-ago night, GCB boosted its time slot for ABC year to year by double digits in Adults 18-49 (+12%).