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[03/04/16 - 08:29 AM]
"Shades of Blue" Builds 150% on Its Lead-In to Retain 100% Week to Week Despite a 69% Decline in Lead-In
NBC spins the numbers for Thursday, March 3.

[via press release from NBC]

"SHADES OF BLUE" BUILDS +150% ON ITS LEAD-IN TO RETAIN 100% WEEK TO WEEK DESPITE A 69% DECLINE IN LEAD-IN

"SHADES" FINISHES WITHIN 0.4 OF THE SLOT LEAD AMONG ABC-CBS-NBC TO EQUAL NBC'S CLOSEST FINISH EVER BEHIND AN ORIGINAL "HOW TO GET AWAY WITH MURDER"

L+3: LAST WEEK'S "SHADES OF BLUE" WAS #1 FOR THE WEEK ON THE BIG 4 IN 18-49 PERCENT LIFT GOING FROM L+SD TO L+3

LAST NIGHT'S "SHADES OF BLUE" IS ESTIMATED TO GROW TO A 2.4 IN L+7+ALT. PLATFORMS

Thursday Primetime Results:

Estimates After 7 Days of Time-Shifting and Alt-Platform Viewing:

· "You, Me and the Apocalypse," 0.8 rating in 18-49, 3.19 million viewers overall.

· "Shades of Blue," 2.4, 9.33 million. "Shades of Blue" (1.0/3 in 18-49, 4.7 million viewers overall from 10-11 p.m. ET):

· Builds on its 18-49 lead-in by 150% (1.0 vs. 0.4).

· Maintains 100% week to week despite a 69% drop in lead-in (0.4 last night at 9 p.m. for a special Thursday encore of "Blindspot" vs. last week's 1.3 for an original "Blacklist").

· Equals NBC's closest finish ever behind an original "How to Get Away With Murder" in adults 18-49 (within 0.4, 1.0 vs. 1.4, matching a 0.4 deficit for "Shades" on Feb. 18).

· Finishes within 0.4 of the slot lead among ABC, CBS and NBC in 18-49 (1.0 vs. 1.4 for "How to Get Away With Murder"), a dramatic closing of the gap versus the same night last year, when NBC lost the hour by 1.2 rating points (0.8 vs. 2.0).

· Overcomes a big lead-in disadvantage, more than doubling its lead-in while rival dramas decline versus lead-in - "Elementary" down -35% (1.1 vs. 1.7) and "How to Get Away With Murder" down -7% (1.4 vs. 1.5).

· Improves the time period by +25% versus NBC's regular-program season average in the slot before "Shades" in 18-49 (1.0 vs. 0.8, L+SD excluding sports and specials) and +18% in total viewers (4.728 million vs. 3.993 million).

· These numbers will increase dramatically with time-shifting and viewing on alternate platforms:

· L+3: Last week's "Shades" grew by +85% in 18-49 going from L+SD to L+3 (1.03 to 1.91) and by 3.2 million persons in total viewers (5.0 million vs. 8.2 million), to deliver the #1 biggest lift of the week on the Big 4 in 18-49 percentage.

· L+7: "Shades of Blue" has grown by +90% in adult 18-49 rating going from L+SD to L+7 (1.34 to 2.55) and +4.4 million persons in total viewers (6.6 million vs. 11.0 million).

A special Thursday encore telecast of "Blindspot" averaged a 0.4/1 in 18-49 and 2.2 million viewers overall from 9-10 p.m. ET.

"You, Me and the Apocalypse" (0.5/2 in 18-49, 2.3 million viewers overall from 8-9 p.m. ET):

· Will add substantial viewership via time-shifting and alternate platforms -- last week's "Apocalypse" grew by +25% in 18-49 going from L+SD to L+3 (0.60 to 0.75) and by 465,000 persons in total viewers (2.6 million vs. 3.0 million).

· Upscale: "Apocalypse" is capturing a strong upscale audience, indexing at a 116 among adults 18-49 living in homes with $100K+ incomes ("most current" including L+3).

In Late-Night Metered Markets Thursday Night:

· In Nielsen's 56 metered markets, household results were: "The Tonight Show Starring Jimmy Fallon," 2.5/6; "Late Show with Stephen Colbert," 1.7/4; and ABC's "Jimmy Kimmel Live," 1.8/5.

· In the 25 markets with Local People Meters, adult 18-49 results were: "The Tonight Show Starring Jimmy Fallon," 0.9/4; "Late Show," 0.4/2; and "Jimmy Kimmel Live," 0.6/3.

· From 12:35-1:05 a.m. ET, ABC's "Nightline" averaged a 1.3/4 in metered-market households and a 0.4/3 in 18-49 in the Local People Meters.

· From 12:35-1:35 a.m. ET, "Late Night with Seth Meyers" (1.2/4 in metered-market households) beat CBS's "Late Late Show" (0.8/3). In the 25 markets with Local People Meters, "Late Night" (0.4/3 in 18-49) topped "Late Late Show" (0.2/1).

· At 1:35 a.m., "Last Call with Carson Daly" averaged a 0.7/3 in metered-market households and a 0.3/2 in adults 18-49 in the 25 markets with local people meters.

NOTE: Primetime results are based on "fast affiliate time period" data from Nielsen Media Research. All ratings are "live plus same day" unless otherwise indicated.





  [march 2016]  
S
M
T
W
T
F
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· BLACKLIST, THE (NBC)
· BLINDSPOT (NBC)
· ELEMENTARY (CBS)
· HOW TO GET AWAY WITH MURDER (ABC)
· SHADES OF BLUE (NBC)
· YOU, ME AND THE APOCALYPSE (NBC)





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