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[12/10/14 - 08:33 AM]
"S.H.I.E.L.D." Earns Its 2nd-Highest Numbers Since Its September Season Premiere
ABC spins the numbers for Tuesday, December 9.
[via press release from ABC]

SHIELD Posts 2nd-Best Numbers Since its Premiere - #1 in its Slot in AD18-49

Live + Same Day Fast Affiliate Results:

Marvel's Agents of S.H.I.E.L.D. (9-10pm - 5.2 million and 1.7/5 in AD18-49): Spiking 55% over its holiday special lead-in at 9pm in Adults 18-49 (1.7/5 vs. 1.1/3 for Santa Clause is Comin' to Town), ABC's Marvel's Agents of S.H.I.E.L.D. ranked #1 in its hour (tie), beating original comedies on Fox by 31% (New Girl/The Mindy Project = 1.3/4) and NBC by 55% (Marry Me/About a Boy = 1.1/3).

· Trailing only the prior week's delivery, which had a much stronger lead-in from A Charlie Brown Christmas, S.H.I.E.L.D. drew its 2nd-largest audience and equaled its 2nd-highest Adult 18-49 rating since its season premiere 11 weeks ago - since 9/23/14. In fact, the show held steady week to week in viewers (5.2 million vs. 5.4 million) and young adults (1.7/5 vs. 1.8/5).

· The ABC drama improved its hour year to year by 27% in Total Viewers and by 21% in Adults 18-49 (4.1 million and 1.4/4 for original comedies on 12/10/13).

Forever (10-11pm - 5.1 million and 1.1/3 in AD18-49): Opposite increased competition at 10pm from CBS' Victoria's Secret Fashion Show, ABC's Forever took second in its hour and held steady week to week in Total Viewers (5.1 million vs. 5.2 million) and Adults 18-49 (1.1/3 vs. 1.2/4). Forever was up in the hour from original programing on the same night last year by 2.0 million viewers and by 22% and Adults 18-49.

· In each of the last two weeks of L+7 ratings, (weeks of 11/10/14 and 11/17/14), Forever doubled its L+SD Adult 18-49 rating (+100%) for its biggest-ever playback lifts.

Quick Take for Tuesday, December 9, 2014 (Fast Affiliate Live + Same Day Ratings)

"S.H.I.E.L.D." Earns its 2nd-Highest Numbers Since its September Season Premiere

"Forever" Grows its Slot Year to Year by 2.0 Million Viewers and 22% in Adults 18-49

Tuesday Night (12/09/14) -- ABC Total Viewer and Adult 18-49 Projections

"S.H.I.E.L.D.:" Live + 3 = 7.9 million/2.6 rating and Live + 7 = 8.8 million/2.9 rating

"Forever:" Live + 3 = 8.1 million/1.7 rating and Live + 7 = 9.0 million/1.9 rating

Live + Same Day Fast Affiliate Results:

"Marvel's Agents of S.H.I.E.L.D." (9:00-10:00 p.m. - 5.2 million and 1.7/5 in AD18-49):

Spiking 55% over its holiday special lead-in at 9:00 p.m. in Adults 18-49 (1.7/5 vs. 1.1/3 for "Santa Claus is Comin' to Town"), ABC's "Marvel's Agents of S.H.I.E.L.D." ranked No. 1 in its hour (tie), beating original comedies on Fox by 31% ("New Girl"/"The Mindy Project" = 1.3/4) and NBC by 55% ("Marry Me"/"About a Boy" = 1.1/3).

· Trailing only the prior week's delivery, which had a much stronger lead-in from "A Charlie Brown Christmas," "S.H.I.E.L.D." drew its 2nd-largest audience and equaled its 2nd-highest Adult 18-49 rating since its season premiere 11 weeks ago - since 9/23/14. In fact, the show held steady week to week in viewers (5.2 million vs. 5.4 million) and young adults (1.7/5 vs. 1.8/5).

· The ABC drama improved its hour year to year by 27% in Total Viewers and by 21% in Adults 18-49 (4.1 million and 1.4/4 for original comedies on 12/10/13).

"Forever" (10:00-11:00 p.m. - 5.1 million and 1.1/3 in AD18-49):

Opposite increased competition at 10:00 p.m. from CBS' "Victoria's Secret Fashion Show," ABC's "Forever" took second in its hour and held steady week to week in Total Viewers (5.1 million vs. 5.2 million) and Adults 18-49 (1.1/3 vs. 1.2/4).

· "Forever" was up in the hour from original programing on the same night last year (3.1 million and 0.9/3 on 12/10/13) by 2.0 million viewers and by 22% and Adults 18-49.

· In each of the last two weeks of L+7 ratings, (weeks of 11/10/14 and 11/17/14), "Forever" doubled its L+SD Adult 18-49 rating (+100%) for its biggest-ever playback lifts.

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 49% currently, from 48% at the same point in 2013. 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.

Projections Rationale:

Lifts vs. L+SD are based on the 2013-14 season for premiere telecast or an average for originals (excluding the premiere).

Returning shows: Profile based on same show (either premiere or averages for originals).

New Series: Based on similar series.

Source: The Nielsen Company, Fast Affiliate Live + Same Day Ratings for 12/09/14.





  [december 2014]  
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· ABOUT A BOY (NBC)
· FOREVER (ABC)
· MARRY ME (NBC)
· MARVEL'S AGENTS OF SHIELD (ABC)
· MINDY PROJECT, THE (HULU)
· NEW GIRL (FOX)




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