ABC Wins Big Ad Demo: Higher-Income Viewer

by , Oct 3, 2012, 4:15 PM
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Modern-FamilyWhile NBC claimed its first prime-time win in almost a decade in a broad key advertising demographic last week, ABC said it grabbed top results from another important advertising demo: higher-income viewers.

Looking at those adult 18-49 viewers who make $100,000+, ABC posted a Nielsen 2.8 rating, per Nielsen's National Audience Demographics data for live-plus-same-day non-sports ratings. CBS and Fox were next, each with a 2.4 number. NBC was last among the big four, with a 2.2 rating.

ABC's "Modern Family” was the best-rated higher-income show with a 8.8 rating, followed by CBS's "Big Bang Theory" in second place at 6.2. ABC's “Grey’s Anatomy” followed with a 5.6 rating; CBS' "How I Met Your Mother" was next with a 4.9, and NBC's "The Voice" (Tuesday) earned a 4.9.

The next five were NBC's "The Voice" (Monday) with a 4.6; ABC's “Revenge” at a 4.2; CBS' "2 Broke Girls" at a 4.1; NBC's "Revolution" with a 4.0; and CBS' "Amazing Race" at a 3.9. In 10th place through 15th place: ABC's "The Middle" scored a 3.8; Fox's "Glee" earned a 3.7; ABC's "Once Upon A Time" was at a 3.7; CBS'  "Two and a Half Men" took a 3.6; and CBS' "NCIS" was at a 3.6.

For many years, NBC had been the top-rated network among higher-income viewers. Still, NBC did take the bigger 18-49 crown -- something it hasn't done in nine years --  thanks to its big-rated, somewhat wall-to-wall prime-time exposure of "The Voice" and continued high numbers from "Sunday Night Football."

For the first week of the season, NBC had a 3.1 overall 18-49 rating and Fox was second with a 2.5, followed by CBS with a 2.4, ABC at a 2.2, Univision at a 1.4, Telemundo with a 0.5; and CW at a 0.3. A year ago Fox and CBS were tied for the first week at a 3.1; NBC and ABC each scored a 2.8, followed by Univision at a 1.5, CW at a 0.7, and Telemundo with a 0.5.

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