You will be redirected back to your article in seconds

ABC Leads Premiere Ratings in Affluent Younger Viewers

'Modern Family' leads overall, 'Marvel's Agents of Shield' is top rookie in high-income homes

Advertisers pay a premium to reach affluent young adults, and ABC set the pace in that category during the opening week of the television season thanks to returning faves like “Modern Family” and newcomer “Marvel’s Agents of SHIELD.”

According to Nielsen’s NAD data (National Audience Demographics), ABC won the Sept. 23-29 premiere week among adults 18-49 living in homes with $100,000-plus annual income. Excluding sports, its 2.8 regular-program average put it comfortably ahead of NBC (2.4), CBS (2.3) and Fox (1.9).

The Alphabet claimed seven of the top 15 programs, led by top dog “Modern Family” (6.8) and “Agents of SHIELD” (6.2), which tied with CBS’ “The Big Bang Theory” for second.  Other ABC shows in the top 15 were “Grey’s Anatomy” (3.9), rookie comedy “The Goldbergs” (3.6), “The Middle” (3.2), “Revenge” (3.2) and “Nashville” (3.1).

ABC also led in other upscale categories, including adults 18-49 with four-plus years of college and those living in homes earning $150,000 or more.

Besides “Big Bang,” CBS was represented in the top 15 by “How I Met Your Mother” (4.1), “The Crazy Ones” (3.9), “NCIS” (3.1) and “The Amazing Race” (3.0). NBC’s leaders were “The Voice” on Monday (4.8) and Tuesday (4.7) and “The Blacklist” (4.0). Fox didn’t place any show.

“Modern Family” drew the highest median income for any broadcast series ($80,400), up from $77,700 a year ago.

Popular on Variety

More TV

  • Atmosphere71st Annual Primetime Emmy Awards, Show,

    Emmys: Big 4 Broadcasters Post Lowest Combined Wins Ever

    The Big 4 broadcast networks put a cap on their worst year in Emmy history on Sunday night. ABC, CBS, Fox and NBC brought home just 16 Emmy Awards — the lowest combined total in history for the four major broadcast networks. The previous low was 19 combined wins in 2016. Last year, the networks [...]

  • Karamo BrownLA LGBT Center 'Hearts of

    Karamo Brown Addresses Backlash Against Sean Spicer Comments

    Karamo Brown has doubled down on comments he made about his fellow “Dancing with the Stars” contestant Sean Spicer, in which he promoted the idea of meeting political adversaries “in the middle.” The amicable “Queer Eye” host received criticism when he said he was “most excited to meet” Spicer ahead of the show’s 28th season, [...]

  • Billy Porter Emmy Win 2019 Pose

    Billy Porter Dispels Rumors of RuPaul Rift Backstage at Emmys

    Billy Porter choked up backstage on Sunday at the Emmy Awards as he spoke about the larger cultural significance of his lead drama actor Emmy win for the FX drama “Pose.” Porter leads the large ensemble on the series set in 1980s New York City during the height of the AIDS crisis and the birth [...]

  • Michelle-Williams-Rupaul-Split

    Emmy Winners Urge Political Activism During Acceptance Speeches

    As the country inches closer to the 2020 election, Emmy winners on Sunday night used their time in the spotlight to advocate for political causes. Celebrities such as Patricia Arquette, Michelle Williams, and RuPaul Charles all urged activism from viewers while accepting their awards. While accepting her Emmy for her supporting role in Hulu’s “The [...]

  • Julia-Garner-Billy-Porter-Phoebe-Waller-Bridge

    An Emmy Night Full of Surprises Matches TV's Energy in the Streaming Era (Column)

    The 2019 Emmy telecast effectively began with a speech by a star from the recent past: Bryan Cranston, who recalled watching the moon landing on television, noting that the most famous televised event in history made him feel he could “go anywhere — even Albuquerque.” The reference to the setting of “Breaking Bad,” the past [...]

  • Phoebe Waller Bridge Emmys

    TV Review: The 71st Annual Primetime Emmy Awards

    The 71st annual Primetime Emmy Awards had some truly surprising moments, twists that not even the most experienced prognosticators saw coming, moving tributes and calls to action. It’s just too bad that not a single one of them came courtesy of Fox’s production.  The Emmys are, all things considered, a dependably tame awards ceremony. They [...]

More From Our Brands

Access exclusive content