Monday, September 30, 2013

MARVEL'S AGENTS OF S.H.I.E.L.D. Gains 3.7M Viewers with Early DVR Playback, NASHVILLE 2.3M

MARVEL'S AGENTS OF S.H.I.E.L.D. has already delivered an impressive
online streaming audience, ranking as ABC’s best series premiere ever in
online streaming (based on first 5 days).
Based on Nielsen’s just released TV playback data for the first 3 days of premiere week (Monday-Wednesday), ABC claimed the 2 biggest gainers among Adults 18-49, with MARVEL'S AGENTS OF S.H.I.E.L.D. gaining +1.8 rating points in its first 3 days of playback and MODERN FAMILY picking up another +1.6 rating points. The ABC drama soared to a 6.5 rating in Adults 18-49, solidifying its rank as the #1 freshman series of the new season and TV’s top-rated drama debut in nearly 4 years – since 11/3/09.

When looking at TV based on the Total Viewer average audience, the MARVEL'S AGENTS OF S.H.I.E.L.D. premiere drew 12.1 million total viewers in the Live + Same Day window, plus an additional 3.7 million timeshifted viewers in days 1-3. The Thursday encore garnered 4.7 million viewers, and the episode was viewed 1.6 million times across ABC’s full episode player and Hulu over its first 5 days.

The season opener of ABC's NASHVILLE on Wednesday shot up 45% with Adults 18-49 in the Live + 3 Day ratings, growing to a 2.9 and leapfrogging over CBS' CSI (2.8) by 4% in the 10 p.m. hour. NASHVILLE scored bigger playback gains this year than did last year’s debut among young adults (45% vs. 39%). The sophomore ABC drama also gained 2.3 million viewers over its initially reported Live + Same Day tally to pull in 8.8 million Total Viewers after 3 days of TV playback.

The series debut of ABC's THE GOLDBERGS on Tuesday at 8 p.m. jumped from a 3.1 rating among Adults 18-49 in the L+SD statistics to a 3.9 rating in the L+3 numbers, gaining 8-tenths of a rating point in its first 3 days of TV playback.

On Monday at 10 p.m., the season opener of ABC's CASTLE gained nearly a full Adult 18-49 rating point in the L+3 numbers, going from a 2.3 rating to a 3.2 rating (+0.9 rating points). In fact, Castle’s growth from L+SD to L+3 was higher this year than last year in the young adult demo (+0.8 rating points).

In the first 3 days of available TV playback, ABC had 3 of TV's Top 5 biggest overall gainers, with each show adding on at least 3 million viewers over their first-reported Live + Same Day totals: S.H.I.E.L.D. (+3.70 million), CASTLE (+3.48 million) and MODERN FAMILY (+3.40 million).

UPDATED:
According to NBC, the Sept. 23 premiere of THE BLACKLIST has generated growth of 4.362 million viewers or 35% in "live plus three day" results versus its "live plus same day" overall audience, to 16.945 million persons from 12.583 million.

The increase of 4.362 million is the single largest L+3 increase for any broadcast program to date, including not only series debuts and season premieres, but all additional telecasts.

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