ABC Finishes No. 2 to Fox in the 2011 May Sweep in Adults 18-49, Claiming
6 of the Top 15 TV Series, Including the No. 1 Comedy and the No. 1 Drama
The Network Produces its Most-Watched May Sweep in 3 Years
ABC Improves its Local News Lead-in Audience in May with Total Viewers
ABC Sees Big Gains for a Number of Returning Series for the Season
And Grows its Overall Audience on 4 of 7 Nights of the Week
Net Airs 5 of the Top 20 Shows in Adults 18-49, Claiming the Season’s
No. 1 Comedy with “Modern Family” and the No. 1 Drama with “Grey’s”
ABC is a Big Draw for the Season with High-Income Young Adults,
Claiming 7 of the Top 20 Series, the Most for Any Network
2011 May Sweep (4/28-5/25/11 – 28 Nights Complete)
ABC finished a solid No. 2 during the 2011 May Sweep among Adults 18-49 (2.4/7) to an “Idol”-driven Fox. Earning the No. 2 position in May for the 3rd straight year in the key young adult sales demo, ABC beat out third-place CBS by 14% (2.1/6) and fourth-place NBC by 33% (1.8/5). The Net also took second with Adults 18-34 (1.8/6), outdelivering NBC by 29% (1.4/5) and CBS by 38% (1.3/4).
* ABC Builds its May Sweep Audience Year to Year: ABC grew its overall audience year to year during the Sweep (+5% – 8.9 million vs. 8.5 million), generating its most-watched May in 3 years – since 2008. In addition, the Net retained 96% of its Adult 18-49 audience (2.4/7 vs. 2.5/8) and generated solid gains among TV’s youngest viewers: Teens 12-17 (+9% – 1.2/5 vs. 1.1/4) and Kids 2-11 (+25% – 1.0/4 vs. 0.8/4). The Net increased its overall audience on 5 of 7 nights during the week in May (Monday +18%, Tuesday +30%, Wednesday +5%, Friday +4% and Saturday +12%).
* Highest-Rated Series in May (Most Current): ABC aired 6 of the Top 15 TV series during May 2011 with Adults 18-49, including the No. 1 comedy and the No. 1 drama: “Modern Family” – No. 4 (No. 1 comedy/No. 1 scripted), “DWTS” – No. 5, “Grey’s Anatomy” – No. 7 (No. 1 drama), “DWTS Results Show” – No. 10, while “Castle” and “Desperate Housewives” tied at No. 14. Producing the ABC unscripted series’ most-watched season ever, “Dancing with the Stars” stood as the No. 3 TV show for the month in Total Viewers, finishing on the heels of both editions of “American Idol.” ABC’s “DWTS Results Show” and “Castle” also placed among the Top 10 most-watched TV shows in May.
* ABC Improves its Local News Lead-in Audience During May: On Monday-Friday during the 10:30 p.m. half-hour, ABC’s May Sweep audience was up year over year (+4% – 8.0 million vs. 7.7 million).
2010-11 TV Season (9/20/10-5/25/11 – Complete)
* ABC’s Surging Series Push the Net Up in Viewers on 4 of 7 Nights this Season: Ranking among the fastest-growing TV shows for the season, a number of ABC’s returning series grew season to season in both viewers and young adults: “DWTS” (+11%/+9%), “Castle” (+9%/+4%), “DWTS Results Show” (+22%/+22%), “The Middle” (+21%/+4%) and “Modern Family” (+24%/+23%). In fact ABC’s “Modern Family” was the fastest-growing TV series on the broadcast nets this season in both Total Viewers and Adults 18-49, while ABC’s “The Middle” was the 2nd-biggest year-over-year gainer among scripted series in Total Viewers. ABC is up in Total Viewers on 4 of 7 nights of the week this season (Monday +4%, Tuesday +11%, Wednesday +8% and Saturday +4%).
* Season’s Top-Rated TV Series: ABC aired 5 of the Top 20 TV shows this season in Adults 18-49. The Net delivered the No. 1 comedy with “Modern Family” and No. 1 drama with “Grey’s.” With “DWTS” and “DWTS Results Show,” the Net claimed 2 of the Top 6 most-watched TV shows overall. In addition, ABC’s “Body of Proof” qualified as TV’s most-watched freshman series this season.
* ABC’s Growing Wednesday Night Comedy Block: ABC’s Wednesday 8:00-10:00 p.m. comedy block was up solidly over last season in Total Viewers (+12%) and Adults 18-49 (+7%). In fact during its second year, ABC’s 2-hour Wednesday comedy block already topped CBS’ longtime-established 2-hour Monday comedy block across a number of key demographics (AD18-34, W18-34, Teens 12-17 and Kids 2-11). In addition, ABC’s Wednesday 2-hour comedy block led NBC’s 8:00-10:00 p.m. Thursday comedy block this season by wide margins (+2.9 million viewers and +15% in Adults 18-49).
* ABC Dominates TV’s Women 18-49 Rankings: The Net delivered 6 of the Top 10 TV shows with Women 18-49, including “DWTS,” “Grey’s,” “Modern Family,” “DWTS Results Show,” “The Bachelor” and “Desperate Housewives.”
* ABC is a Top Draw with Upscale Young Adults: ABC claimed 7 of the Top 20 highest-rated regular TV series this season (the most for any network) among high-income young adults ($100k+ annual income), including the No. 1 scripted series (“Modern Family”) and the No. 1 drama (“Grey’s”).
* ABC is Home to the Top Broadcast Programs for “Family Coviewing”: Led by “Wipeout,” ABC was home to 13 of the Top 20 programs on the major networks this season in Family Coviewing, including each of the Top 5 shows. In addition to broadcasting the No. 1 show overall with “Wipeout,” the Net claimed the No. 1 live-action comedy with “The Middle.” ABC is a strong
No. 2 this season among the major nets in the percentage of its targeted Adult 18-49 audience watching with Teens or Kids: Fox (15%), ABC (14%), NBC (11%) and CBS (10%).
* ABC Series Among Most Popularly Recorded and Played Back: On average during primetime this season, ABC’s numbers grew by double-digit percentages from the originally reported Live + Same Day averages to the finalized Live + 7 Day ratings: Viewers (+10%), AD18-34 (+12%) and AD18-49 (+14%). ABC series are among the most popularly recorded and played back TV shows. ABC’s “Modern Family” and “Grey’s Anatomy” stand as TV’s Top 2 most-played-back shows for the season in Adults 18-49, with each show picking up 1.7 and 1.5 rating points, respectively. With a significant rise in DVR penetration year to year (36% to over 41%), a total of 14 of ABC’s series gained 1.0 million viewers or more from their overnight numbers to their finals. Among Adults 18-49, 12 of ABC’s series registered substantial ratings increases of half-a-rating point or greater.
Source: The Nielsen Company. 2011 May Sweep = National Live + Same Day Program Ratings (4/28-5/25/11), unless stated otherwise. TV Season = National Most Current Program Ratings (9/20/10-5/25/11). Upscale data based on regular non-sports programming (9/20/10-5/22/11). Coviewing data based on all programming (9/20/10-5/22/11). DVR Playback Live + 7 Day based on original telecasts only (9/20/10-5/8/11).