“ABC World News” Shows Growth for Both February 2011 Sweep Period and For Week of February 28

By Coordinator

Mar 8, 2011 3:35pm

FEBRUARY 2011 SWEEP: “World News with Diane Sawyer” is the ONLY Evening Newscast

to Grow Total Viewing Audience Year-to-Year

 

ABC Narrows Margins with NBC by 50% among Total Viewers and 44% in the Key Adults 25-54 Demo Compared to the February 2010 Sweeps Period

 

“World News” Draws Largest Overall Sweep Audience in Nine Sweep Periods


LAST WEEK: “World News” was the ONLY Evening Newscast to Show Growth Among Total Viewers and Adults 25-54 Both Week-to-Week and Year-to-Year

 

“World News” Narrowed the Total Viewing Gap with NBC to Smallest Margin in 3 Months

 

 

For the February 2011 Sweep, “ABC World News with Diane Sawyer” averaged 8.55 million Total Viewers and a 1.9 rating/7 share/2.37 million among Adults 25-54, according to Nielsen Media Research.  Versus February 2010, “World News” built on its Total Viewer count (+1%), standing as the only network evening news program to grow its overall (CBS was down by -4%; NBC fell by -10%).  Additionally, “World News” turned in its largest overall February sweep audience in three years – since February 2008. 

 

“World News” shrank its margins with “Nightly News” by -50% in Total Viewers (1.16 million) and by -44% Adults 25-54 (480,000) compared to the February 2010 sweep (2.31 million & 850,000 gaps, respectively).  

 

“World News” outperformed CBS’ “Evening News” by 2.26 million Total Viewers and by 420,000 Adults 25-54 viewers during the February 2011 sweep, beating the CBS program by its largest Total Viewer margin during a sweeps period in over 2 years – since November 2008.   

 

“World News” was up over November 2010 by +9% in Total Viewers and by +9% in Adults 25-54, growing over the previous sweep for the second sweeps period in a row in both measures.  In fact, the ABC program drew its largest overall sweep audience in nine sweeps periods – since the November 2008 sweep. 

 

“World News” was up the most among its network evening news competition compared to November 2010 in both Total Viewers (+9%) and Adults 25-54 (+9%) – CBS’ “Evening News” was flat and +4%, respectively; NBC’s “Nightly News” was up by +1% and + 3%, respectively.

 

Throughout the February 2011 sweep, “World News” brought viewers exclusive interviews with newsmakers including Diane Sawyer’s conversation with former Defense Secretary Donald Rumsfeld, which marked his first interview since leaving the Bush administration in 2006, as well as Christiane Amanpour’s interviews with Egypt’s President Hosni Mubarak, the Vice President of Egypt Omar Suleiman, and Libyan leader Moammar Gadhafi. “World News” also aired two week-long series “Families on the Brink: What to do About Mom & Dad” and “Made in America.” 

 

For the week of February 28, 2011, “ABC World News with Diane Sawyer” averaged 8.47 million Total Viewers and a 1.9 rating/7 share/2.60 million among Adults 25-54, according to Nielsen Media Research.  “World News” built on its previous week’s numbers for the second week in row in both Total Viewers (+1%) and Adults 25-54 (+1%), while CBS’ “Evening News” (-7% and -10%, respectively) and NBC’s “Nightly News” (-5% and -6%, respectively) saw losses week to week.

 

“World News” was up by +7% in Total Viewers and by +2% in Adults 25-54 over the same week last year, standing as the only evening broadcast to post gains year-to-year (CBS was down -2% and -6% respectively, while NBC was flat and down –1%, respectively).  

 



“World News” saw its smallest weekly margin in Total Viewer (850,000) and second smallest in Adults 25-54 (350,000) with “NBC Nightly News” in 3 months – since w/o 10/25/10.  Additionally, for the 4th straight week, “World News” shrank its margins with the NBC program by double-digits versus the year-ago week in both Total Viewers (-40% – 850,000 vs. 1.41 million) and Adults 25-54 (-19% – 350,000 vs. 430,000).  

 

“World News” topped the “CBS Evening News” by 2.45 million viewers and by 540,000 Adults 25-54, turning in its third largest margins this season over the CBS program.  In addition, “World News” expanded its lead by +26% in Total Viewers and by +74% in the key adult news demo compared to the prior week (1.95 million & 310,000, respectively)Further, the ABC program widened its advantages over the “CBS Evening News” by +39% in viewers and by +42% in the key adult news demo versus the year-ago week (1.76 million & 380,000, respectively on w/o 3/1/10)   

 

Last week, “World News” launched “Made in America,” a special series of reports looking at the opportunities and challenges of buying American in an increasingly global marketplace. David Muir and Sharyn Alfonsi worked with a Dallas family to try and furnish three rooms of their home exclusively with products that are made in America.

 

Jon Banner is the executive producer of “ABC World News with Diane Sawyer.”

 

EVENING NEWS (Week of February 28, 2011)

 

 

Total Viewers 

   Adults 25-54   

Households

 

 

 

 

ABC

  8,470,000

1.9/7;  2,360,000

  5.7/11

NBC

  9,320,000

2.2/9;  2,710,000

  6.0/12

CBS

  6,020,000

1.5/6;  1,820,000

  4.0/ 8

 

 

EVENING NEWS (February 2011 Sweep)

 

 

Total Viewers 

   Adults 25-54   

Households

 

 

 

 

ABC

  8,550,000

1.9/7;  2,370,000

5.7/11

NBC

 9,710,000

2.3/9;  2,850,000

6.2/12

CBS

  6,290,000

1.6/6;  1,950,000

4.2/ 8

 

 

Source: The Nielsen Company, NTI Total Viewers and Adults 25-54 Live + SD weeks of 02/28/11, 2/21/11 & 3/01/10.  February 2011 Sweep (2/3-3/2/11) & February 2010 Sweep (2/4-3/3/10).  November 2010 Sweep (10/28-11/24/10).  Sweep periods (November, February, May and July).

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