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Thursday Night Ratings: THE VAMPIRE DIARIES Up From Last Year

The overnights are in for Thursday, October 11. Below is a roundup of Nielsen ratings reports:

From The CW:
Entering its fourth season, THE VAMPIRE DIARIES is still going strong... up against some tough competition, including the NFL and MLB playoffs, last night's premiere was up 9% in W18-34 (2.5/8 vs. 2.3/8) compared to last year's season premiere, up 7% in A18-49 (1.6/5 vs. 1.5/5), up 12% in total viewers (3.5M vs 3.1M) and held steady in A18-34 (1.7/6).

It was THE VAMPIRE DIARIES best performance in W18-34 in two years (11/11/10).

Compared to this same week last season, THE VAMPIRE DIARIES was up 25% in W18-34, 14% in A18-49, 6% in A18-34 and 20% in total viewers.

BEAUTY AND THE BEAST also came out of the gate strong last night - versus the premiere of THE SECRET CIRCLE (which, if you remember, opened well) it was off just a tenth in A18-34 (1.2/3) and flat in A18-49 (1.3/3), and up 4% in total viewers (3.2M)

Versus this same week last year, BEAUTY AND THE BEAST is up across the board in the time period, up 33% in A18-34, up 14% in W18-34 (1.6/4), up 63% in A18-49 (1.3/3)

One note that there were some pre-emptions in a small (3.5%) percentage of the country last night, including the Steelers game in Pittsburgh, so these could change a bit when finals come in this afternoon.

From ABC:
In the 8 o’clock hour opposite Fox’s THE X FACTOR and CBS’ top-rated comedies (THE BIG BANG THEORY/TWO AND A HALF MEN), ABC freshman LAST RESORT once again beat out NBC’s established comedies by wide margins, outdelivering the combo of 30 ROCK and UP ALL NIGHT by 3.3 million viewers (6.9 million vs. 3.6 million) and by 23% in Adults 18-49 (1.6/4 vs. 1.3/4).

The biggest percentage gainer via DVR playback for any 8:00 p.m. show, last week’s broadcast of LAST RESORT saw its Adult 18-49 number jump 42% (up from a 36% increase for its debut telecast) to a 2.7 rating, from the Live + Same Day to the Live + 3 Day numbers. The new drama also surged by an additional 1.9 million viewers in its first 3 days of playback, rising to 9.9 million viewers.

The new ABC drama continued to generate double-digit time period improvement year to year (up for its 3rd straight telecast), growing its hour by 17% in Total Viewers and by 23% in Adults 18-49 over the same night last year with original drama programming. In addition despite going up against Major League Baseball Playoffs, LAST RESORT delivered huge year-to-year increases across all key Men demos: M18-34 +120%, M18-49 +100% and M25-54 +82%.

A note about increasing DVR penetration and year-to-year rating comparisons: Year-to-year rating comparisons based on the Live + Same Day data stream are distorted by the level of DVR penetration in the Nielsen sample, which has jumped up to 46% currently, from 42% at the same point in 2011. 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: The Nielsen Company, Fast Affiliate Live + Same Day Ratings, 10/11/12.

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