"ABC's The Lookout" Retains 100% of its Week-Ago Debut in Adults 18-49, While Growing by 17% in Adults 18-34 and by 25% in Women 18-34

Quick Take for Wednesday, June 5, 2013

(Fast Affiliate Live + Same Day Ratings)

ABC's Freshman 10pm Newsmagazine Outdelivers CBS' Freshman Tuesday 10pm News Series, "Brooklyn DA," by 57% in Adults 18-49 and by 27% in Adults 25-54

"The Lookout" Improves its Time Period by Strong Margins Year Over Year

"ABC's The Lookout" (10:00-11:00 p.m.)

With 100% retention of its week-ago series debut from 10:00-11:00 p.m., " ABC's The Lookout" finished as Wednesday's No. 1 new summer series for the 2nd straight week among Adults 18-49 (1.1/3), besting CBS' "The American Baking Competition" by 10% (1.0/4 from 8:00-9:00 p.m.). In addition to holding all of its premiere Adult 18-49 audience, " The Lookout" spiked over its debut by 17% in Adults 18-34 and by 25% in Women 18-34.

  • For the 2nd week in a row, ABC's freshman newsmagazine "The Lookout" outdelivered CBS' freshman 10 o'clock news series on Tuesday ("Brooklyn DA"), leading by 57% in Adults 18-49 (1.1/3 vs. 0.7/2) and by 27% in Adults 25-54 (1.4/4 vs. 1.1/3).

  • "ABC's The Lookout" improved its hour across the board from the same night last year: Total Viewers (+65% - 3.8 million vs. 2.3 million), Adults 18-49 (+38% - 1.1/3 vs. 0.8/2) and Adults 25-54 (+40% - 1.4/3 vs. 1.0/3).

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 48% currently, from 44% at the same point in 2012. 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.

Source: The Nielsen Company (Fast Affiliate Live + Same Day Ratings), 06/05/13.

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