The CW Premiere Week Ratings Get Boost From DVR Users

The CW Network showed the largest percentage ratings gains of any broadcast network during the “premiere week” of September 21-27, 2009, according to Nielsen live-plus 7 day ratings vs. live only viewing. The CW’s biggest increase came in its target demographic of women 18-34 (69%, 1.42rtg v. 2.40rtg), followed by adults 18-34 (65%, 1.05rtg v. 1.73rtg), and women 18-49 (61%, 1.14rtg v. 1.84rtg).

For the third consecutive week since its September 8 premiere, 90210 scored the largest percentage ratings gains of any show on television across a number of key demographics and total viewers, including triple digit gains in The CW’s target demographic of women 18-34 (114%, 1.30rtg v. 2.78rtg), women 18-49 (116%, .95rtg v. 2.05 rtg). The show also registered impressive increases in adults 18-34 (97%, .96rtg v. 1.89rtg), adults 18-49 (92%, .73rtg v. 1.40rtg) and total viewers (73%, 1.5M v. 2.6M).

Freshman hit THE VAMPIRE DIARIES also saw nocturnal audience growth across the board in live-plus 7, including women 18-34 (61%, 2.08rtg v. 3.35rtg), adults 18-34 (64%, 1.40rtg v. 2.29rtg), women 18-49 (52%, 1.93rtg v. 2.93rtg) and total viewers (41%, 3.3M v. 4.6M).

Veteran hits GOSSIP GIRL and AMERICA’S NEXT TOP MODEL also benefited from strong DVR usage, with GG up in women 18-34 (71%, 2.00rtg v. 3.41rtg), adults 18-34 (71%, 1.30rtg v. 2.22rtg), women 18-49 (67%, 1.30rtg v. 2.17rtg) and total viewers (53%, 1.7M v. 2.6M); while ANTM soared in women 18-34 (85%, 1.65rtg v. 3.06rtg), adults 18-34 (72%, 1.13rtg v. 1.94rtg), women 18-49 (65%, 1.47rtg v. 2.43rtg) and total viewers (42%, 2.3M v. 3.3M).

The land of ONE TREE HILL also saw considerable gains across the board including women 18-34 (49%, 1.83rtg v. 2.72rtg), adults 18-34 (47%, 1.25rtg v. 1.84rtg), women 18-49 (53%, 1.24rtg v. 1.90rtg) and total viewers (37%, 1.9M v. 2.6M).