The CW Network continues to lead all networks in primetime gains from all DVR playback for the week ending March 28, 2010, according to Nielsen Live+7 day vs. Live-Only viewing. The CW’s biggest increases came in its young target demos of women 18-34 (40%, 1.88rtg v. 1.13rtg) and adults 18-34 (39%, 1.35rtg v. 0.83rtg), followed by women 18-49 (38%, 1.54rtg v. 0.96rtg) and adults 18-49 (36%, 1.15rtg v. 0.74rtg).
90210 saw its ratings more than double once all DVR playback was factored in (Live+7 vs. live-viewing comparisons) among all key demos. With largest percentage gains of any show on television, 90210’s ratings improved 137% in women 18-34 (1.99rtg v. 0.84rtg), 127% in women 18-49 (1.5rtg v. 0.66rtg), 138% in adults 18-34 (1.38rtg v. 0.58rtg) and 118% in adults 18-49 (1.07rtg v. 0.49rtg).
Freshman smash THE VAMPIRE DIARIES only gets bigger once all DVR playback is included, gaining 90% in women 18-34 (3.15rtg v. 1.66rtg), 79% in adults 18-34 (2.35rtg v. 1.31rtg) and 77% in women 18-49 (2.58tg v. 1.46rtg). SUPERNATURAL improved 49% in women 18-34 (1.59rtg v. 1.07rtg), 56% in adults 18-34 (1.58rtg v. 1.01rtg) and 46% in women 18-49 (1.59rtg v. 1.09rtg).
Monday hit GOSSIP GIRL continues to reap the benefits of the DVR culture while freshman LIFE UNEXPECTED also draws considerable gains from Live+7. GOSSIP GIRL improved 66% in women 18-34 (2.9rtg v. 1.75rtg), 60% in adults 18-34 (1.94rtg v. 1.21rtg) and 69% in women 18-49 (1.96rtg v. 1.16rtg); while LIFE UNEXPECTED gained 64% in women 18-34 (1.8rtg v. 1.1rtg), 48% in adults 18-34 (1.35rtg v. 0.91rtg) and 54% in women 18-49 (1.39rtg v. 0.9rtg).
TOP MODEL’s ratings improved by 64% in women 18-34 (2.96rtg v. 1.8rtg), 58% in adults 18-34 (1.83rtg v. 1.16rtg) and 63% in women 18-49 (2.57rtg v. 1.58rtg) in Live+7 v. live-only comparisons.
THE VAMPIRE DIARIES and TOP MODEL also add well over a million more viewers once all DVR playback was factored in, with VAMPIRE DIARIES adding 1.6million more viewers (4.28mil v. 2.68mil) and TOP MODEL improved by over 1 million viewers from DVR playback (3.61mil v. 2.58mil).