• TV Week, Monday, April 2, 2007 11 AM

Prime-time TV viewing among 18- to-24-year-olds has jumped 12% since college kids away from home were added by Nielsen Media Research to its audience sample in January. And during late night, viewing in the demo is up 9 percent, according to a Magna Global analysis, while daytime is up 5 percent. The additional viewers could be a bonus to the nets, as advertisers usually pay premium rates to reach young folks.

ABC has benefited the most: Top-rated "Grey's Anatomy" gained three full ratings points in the demo and one in the broader 18- to-49-year-old bracket, while "Ugly Betty" and "Men in Trees" also made big gains. Late-night programs have pretty much all grown among both men and adults 18-24--with NBC's "Tonight Show," "Late Night" and "Saturday Night Live" getting the biggest pop while CBS's shows have shown the largest percentage gains. In addition, younger-skewing networks like Adult Swim, Comedy Central and MTV have also seen better numbers in prime time and late-night.

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