Thursday, July 11, 2013

Monday Night Ratings: Good News For SWITCHED AT BIRTH, THE FOSTERS and MISTRESSES

Photo: ABC Family
Ratings Highlights for Monday, July 8, 2013 (Final National Ratings):

SWITCHED AT BIRTH (8:00 - 9:00 p.m. ET/PT)

At 8 p.m., SWITCHED AT BIRTH delivered its most-watched telecast in 18 months in Women 18-49 (866,000/1.4 rating), in nearly 18 months in Adults 18-34 (687,000/1.0 rating), Women 18-34 (572,000/1.7 rating), Viewers 12-34 (1.11 million/1.2 rating) and Females 12-34 (908,000/2.0 rating) and in 10 months in Total Viewers (2.02 million) and Adults 18-49 (1.08 million/0.9 rating) - since 1/10/12, 1/24/12 and 9/3/12, respectively.

At 8 o'clock, SWITCHED AT BIRTH once again stood as cable TV's #1 scripted telecast in the hour across target 18-34, 18-49 and 12-34 demos, and was the #2 scripted cable TV telecast in Total Viewers.

· SWITCHED AT BIRTH qualified as Monday's #2 scripted cable TV telecast in Women 18-34 and Women 18-49 and #3 across all cable TV for the day in Females 12-34.

· Week to week, SWITCHED AT BIRTH surged by double digits across the board, including by 25% in Total Viewers (2.02 million vs. 1.61 million), by 30% in Adults 18-34 (687,000 vs. 530,000), by 16% in Adults 18-49 (1.08 million vs. 929,000) and by 31% in Viewers 12-34 (1.11 million vs. 847,000).

THE FOSTERS (9:00 - 10:00 p.m.)

At 9 o'clock, THE FOSTERS registered a series high for the 2nd consecutive week in Women 18-34 (470,000/1.4 rating) and delivered its #2 telecast on record in Adults 18-34 (582,000/0.9 rating), Adults 18-49 (846,000/0.7 rating), Women 18-49 (670,000/1.0 rating) and Viewers 12-34 (1.11 million/1.2 rating).

Notably, for the 2nd consecutive week, THE FOSTERS stood as Monday's #1 TV telecast in Female Teens (439,000/3.7 rating) and was the #2 scripted cable TV telecast in Females 12-34.

· Competitively, THE FOSTERS ranked as cable TV's #2 telecast in the hour in Women 18-34 and Females 12-34, and cable TV's #2 scripted telecast in Adults 18-34, Women 18-49 and Viewers 12-34.

· Compared to its series launch, THE FOSTERS climbed by solid margins in key measures, including by 25% in Total Viewers (1.77 million vs. 1.42 million), by 31% in Adults 18-34 (582,000 vs. 445,000), by 19% in Adults 18-49 (846,000 vs. 711,000) and by 54% in Viewers 12-34 (1.11 million vs. 719,000).

MISTRESSES (10:00-11:00 p.m.)

Building in Total Viewers (+11%) and Adults 18-49 (+9%) to deliver 4-week highs, ABC's MISTRESSES (4.0 million and 1.2/3) beat out NBC's SIBERIA (2.7 million and 1.0/3) in the 10 o'clock hour by wide margins on both measures (+48%/+20%). Up over original programming on the year-ago night (2.8 million and 1.0/3 on 7/9/12), the new drama continued to improve its hour year to year by double-digits in viewers (+43%) and young adults (+20%).

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 48% currently, from 45% at the same point in 2012. 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, 7/8/13.

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