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ABC draws most upscale viewers

Net's 'Modern Family' the runaway early leader

ABC may have lagged its rivals in key demos during premiere week, but numbers released Thursday show that the net’s entertainment lineup drew the most “upscale” young adults.

According to Nielsen’s NAD data (National Audience Demographics), the Alphabet was the No. 1 network by a wide margin in adults 18-49 categories like those living in homes with annual income of $100,000 or more, those with four years of college, and those who are professionals or managers. Strength in these categories can prove to be lucrative for a net, as advertisers can charge premium rates for spots in these shows.

In the $100,000-plus category for entertainment and news series, ABC’s average adults 18-49 rating of 2.8 put it comfortably ahead of CBS and Fox (both 2.4), with NBC fourth (2.2).

The Alphabet had five of the top 15 programs in this category, including runaway leader “Modern Family” (8.8 rating) and the top two dramas in “Grey’s Anatomy” (5.6) and “Revenge” (4.2). Also on that list were comedy “The Middle” (3.8) and fairytale drama “Once Upon a Time” (3.7).

CBS, with six of the top 15 programs, was paced by comedies “The Big Bang Theory” (6.2, second overall) and “How I Met Your Mother” (5.3, fourth overall). NBC was led by “The Voice” (4.6, fifth overall) and “Revolution” (4.0, ninth), and Fox by “Glee” (3.7, 12th overall).

Programs that drew lower overall 18-49 ratings but had a high concentration of upscale young adults included NBC’s “Parenthood” (147), ABC’s “Shark Tank” (142 index), CBS’ “60 Minutes” and “Partners” (both 139) and NBC’s “Up All Night” (135). “Modern Family” had the highest overall index (158), with “Glee” second (153).

“Shark Tank” also delivered the highest median income for any broadcast show during premiere week ($78,600).

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