'Nightline' gaining strength in 25-54 demo


During the week of March 28, 2011, ABC’s “Nightline” ranked No. 1 among Total Viewers (4.27 million), Adults 25-54 (1.83 million) and Adults 18-49 (1.40 million), according to Nielsen Media Research. In fact, “Nightline” ranked No. 1 in all key target demos for the 6th straight week.  In winning the week in both key Adult demos, “Nightline” turned in its longest string ever of consecutive No. 1 finishes in both Adults 18-49 and Adults 25-54. 

“Nightline” saw week-to-week increases in both Adults 25-54 (+3%) and Adults 18-49 (3%) for the 3rd week in a row, posting the ABC late night program’s strongest performances in both Adult demos in nearly 2 months – since week of 1/31/11.  Further, the ABC program posted its 3rd strongest Adult numbers of the season. 

Also for the 3rd straight week, “Nightline” built on the same week last year among Total Viewers (+17%), Adults 25-54 (+18%) and Adults 18-49 (+18%).  Additionally, the ABC late-night program increased its overall audience year over year for the 7th week running.

Season to date, “Nightline” ranks first in late-night among Total Viewers and Adults 25-54. This is the first time that “Nightline” has been in first place at this point in the season since at least the 1993-94 season, when “Letterman” began on CBS.  In addition, “Nightline” is up by +3% in Total Viewers and by +4% in Adults 25-54 compared to the same point last year.  Season to date “Nightline” is drawing its largest overall audience in 8 years – since the 2002-03 season.

“Nightline” bettered NBC’s “The Tonight Show” by +290,000 Adults 25-54 and +200,000 Adults 18-49, its biggest winning advantage over the NBC program in both Adult demos in 9 months – since w/o 6/28/10.

“Nightline” outperformed CBS’ “Late Show with David Letterman” by its largest margin in Adults 25-54 (+290,000) and Adults 18-49 (+230,000) since January – since w/o 1/3/11 and w/o 1/10/11, respectively. 
ABC News’ “Nightline” is anchored by Cynthia McFadden, Terry Moran and Bill Weir. John Donvan and Vicki Mabrey are correspondents. Jeanmarie Condon is the Executive Producer. The program airs weeknights at 11:35 p.m., ET on the ABC Television Network.

(Week of March 28, 2011)
               TOTAL VIEWERS   A25-54(000)/ Rtg    A18-49(000)/ Rtg
ABC “Nightline”       4,270,000     1,830,000/ 1.5      1,400,000/ 1.1
CBS “Late Show”       3,430,000     1,540,000/ 1.2      1,170,000/ 0.9
NBC “Tonight Show”    3,690,000     1,540,000/ 1.2      1,200,000/ 0.9

(Source: ABC – The Nielsen Company, NTI Total Viewers, Adults 25-54 & Adults 18-49 Live+SD weeks of 3/28/11, 3/21/11 & 3/29/10.  Live+7 (where available) & Live+SD for Season-to-date 10-11 vs. 09-10 (9/2/10-4/1/11 vs. 9/21/09-4/2/10).