• by Wayne Friedman , January 14, 2015

PASADENA, CALIF — In the face of tough competition this fall, ABC fared well with its scripted programming against other networks. Having a distinctive “brand” is one key reason.

Against heavy sports TV prime-time competition, ABC is up 1% among 18-49 viewers in the fourth quarter to 2.37 million average viewers, when looking at the important C3 rating — commercial ratings plus three days of time-shifted programming.

Only CBS was up during the period — 2% — to 2.58 million 18-49 viewers. NBC still leads with 3.29 million viewers, down 10% from a year ago. Fox is off a big 21%, now at 2.10 million.

In speaking at the Television Critics Association, Paul Lee, president of ABC Entertainment Group, said one of the most important reasons for ABC's success is the focus on the ABC brand: “We wanted ABC to be a smart, emotional network; we think we are way ahead of other networks.” He added: “We wanted brand affinity where [viewers would say] ‘This is my network'." He says all of this is critical to launching new shows.

Concerning the focus on brands: “We are in a very fragmented media world. The ability to have a focused brand is going to give a competitive advantage.”

ABC is particularly strong on Wednesday, Thursdays, and Friday when it comes to key TV viewers that advertisers want most.

The network continues to offer broad programs, from crime procedurals to soap style dramas to fantasy/action dramas. Helping out ABC has been a strong co-viewing network for a number of its shows, says Lee.

Upcoming for ABC is “American Crime,” an American anthology crime drama television series starring Felicity Huffman and Timothy Hutton, and “Marvel’s Agent Carter,” in which a 1940s secretary, working for covert Strategic Scientific Reserve, tackles secret missions. In keeping with its diverse programming, it also recently started up musical comedy fairy tale “Galavant.”

Lee says: “Least objectionable television is dead.”