Based on Fast Affiliate Live + Same Day Ratings:
- Please Note: Heading into the Easter/Passover holiday weekend, overall Adult 18-49 TV Usage dropped -5% week to week on Thursday night (33.4% vs. 35.1%).
From 8-9pm, up against Fox’s American Idol and CBS’ first-run comedies (The Big Bang Theory/Rules of Engagement), ABC’s Missing more than doubled the audience (+140%) of NBC’s original comedy block (Community/30 Rock) and led by 8% in Adults 18-49. Despite facing depressed holiday viewing levels in the hour, Missing retained 100% of its week-ago numbers with Adults 18-34, Women 18-34 and key Men (M18-34/M18-49).
- Doubling its Adult 18-49 lead-in at 9pm, ABC’s Grey’s Anatomy finished in a virtual tie for the lead in the hour with CBS’ Person of Interest (pacing within 1-tenth of a rating point and tied in audience share), while beating Fox’s Idol-driven Touch by 22%. Additionally, Grey’s stood as Thursday’s #1 TV show in Women 18-34.
- Showing strong retention of its Grey’s lead-in during the 10 o’clock hour, ABC’s debut of Scandal more than doubled its freshman drama competition, defeating NBC’s Awake by 196% in Total Viewers and by 133% in Adults 18-49. In addition, the new drama won the hour with Women 18-49, beating out CBS’ time-period veteran The Mentalist by 11%. And among Women 18-34, Scandal outdelivered The Mentalist by an even wider margin of 36%. Building 12% over ABC’s February Sweep average in the hour, Scandal marked a 13-week high for ABC in the time period with Total Viewers – since 1/5/12. The new drama produced ABC’s strongest Total Viewer retention (91%) in the hour coming out of an original Grey’s Anatomy in over 3 years (since 2/12/09). In fact, it was ABC’s best-ever viewer retention in the hour for a non-crossover episode with Grey’s.
(Source: ABC)
