Monday, March 26, 2012

Sunday Night Ratings: MAD MEN Sets Records, GOOD WIFE, GCB, HOUSEWIVES Up

Sunday is soap day in primetime. MAD MEN returns to record ratings as The Year of the Soap continues. Below is a roundup of March 25 ratings reports we have so far.

From AMC Network:
Last night, AMC debuted season five of MAD MEN with a two-hour premiere, which resulted in record ratings making it the most watched episode ever from the series. From 9pm-11pm EST, the network attracted a 2.5 HH rating delivering 3.5 million viewers. This marks a +21% growth from season four’s premiere. Among the core demo of Adults 25-54, MAD MEN delivered 1.7 million marking an increase of +17% versus the season four premiere. MAD MEN airs on AMC Sunday nights at 10pm ET/PT.

“Almost five years ago, with a focus on distinction and quality, AMC launched MAD MEN as the first series in its commitment to original scripted dramatic television. MAD MEN’ is the only cable drama to ever win the Emmy award for outstanding drama series four years in a row and the Golden Globe for best television drama series for three years in a row. MAD MEN set the bar high and we are incredibly proud that it continues to engage audiences looking for unexpected, unconventional and uncompromising television,” said Charlie Collier, AMC’s president. "For each of the five MAD MEN seasons Matthew Weiner and his team have crafted a beautifully told story and each season a larger audience has responded; a rare accomplishment. We couldn’t be more proud of this program, the brilliant writers, cast and crew, and the entire team on each side of the camera."

Key Nielsen Highlights for the season five premiere of MAD MEN:
9pm airing – 2.5 HH rating with 3.5 million viewers: +9%/+21% vs. Season 4 Premiere
9pm airing – 1.6 million Adults 18-49: +30% vs Season 4 Premiere
9pm airing – 1.7 million Adults 25-54: +17% vs Season 4 Premiere
9 pm, 11:00 pm airings cumed to 4.4 million viewers

From CBS:
From 9:30-10:30 PM, THE GOOD WIFE was first in households (6.3/10), viewers (9.48m), second in adults 25-54 (2.6/06) and averaged 1.8/05 in adults 18-49. Note: This includes 11 minutes of CSI: MIAMI and does not include the first 11 minutes of THE GOOD WIFE.

From ABC:
Sunday Night (7:00-11:00 p.m.)
ABC finished in a near tie for No. 1 on Sunday in Adults 18-49 with an NCAA Basketball overrun-boosted CBS (2.2/6 vs. 2.3/6 - pacing within 1-tenth of a rating point and tied in audience share), while leading third-place Fox by 29% (1.7/5) and fourth-place NBC by 57% (1.4/4). In fact after the basketball tournament overrun, ABC beat CBS in each hour from 8:00-11:00 p.m. The Net won the night for the 5th week in a row across all key Women demographics (W18-34/W18-49/W25-54).

ONCE UPON A TIME (8:00-9:00 p.m.)
Once again more than doubling its lead-in at 8:00 p.m. (+133%), ABC's ONCE UPON A TIME won its hour for its 5th consecutive telecast in Adults 18-49, besting runner-up CBS' 60 MINUTES/AMAZING RACE XX by 8% (2.8/8 vs. 2.6/7). In fact, the Disney-owned drama stood as Sunday night's No. 1 TV show in the key young adult sales demo.

* TV's No. 1 new drama this season in Adults 18-49, on average ONCE UPON A TIME is improving its time period for ABC by 75% over the same point last season (4.2/10 vs. 2.4/6).

DESPERATE HOUSEWIVES (9:00-10:00 p.m.)
ABC's DESPERATE HOUSEWIVES (2.6/7) led the 9 o'clock hour in Adults 18-49, outrunning original programming on CBS (AMAZING RACE/THE GOOD WIFE) by 37% (1.9/5) and the first hour of NBC's CELEBRITY APPRENTICE by a best-yet 73% (1.5/4).

* Building its Women 18-49 audience week to week (+6%), DESPERATE HOUSEWIVES hit a 9-week high - since 1/22/12.

"GCB" (10:00-11:00 p.m.)
For the 3rd week in a row, ABC's "GCB" (2.2/6) registered as the No. 1 series in the 10:00 p.m. hour in Adults 18-49, beating out the second hour of NBC's 2-hour "Celebrity Apprentice" by 5% (2.1/5) and CBS' THE GOOD WIFE/CSI: MIAMI combo by 10% (2.0/5). Additionally, for the 4th straight week, the new ABC drama earned the No. 1 broadcast position in its slot with Adults 18-34 and key Women (W18-34/W18-49).

* "GCB" grew week to week by 7% in Total Viewers (6.5 million vs. 6.1 million) and by 10% in Adults 18-49 (2.2/6 vs. 2.0/5), while hitting series highs in Adults 18-34 and key Women (W18-34/W18-49).

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