/// Slight Bump in Early Oscars Ratings

February 25, 2013  |  Media Week

Viewers may have been divided on first-time Oscars host Seth MacFarlane , but the Family Guy auteur appeared to have struck a chord with Nielsen households. According to fast affiliate data for Sunday night, ABC’s presentation of the 85th Academy Awards averaged just under 37 million viewers and a 12.1 rating in the adults 18-49 demo, marking a 19 percent increase from last year’s overnight delivery (10.2). As the preliminary data only measures viewing trends in 55 DMAs, the early numbers are largely directional. For example, upon application of live-plus-same-day ratings, the 2012 Oscars broadcast was adjusted up to an 11.7 in the demo. The overnights also suggest that ABC topped last year’s broadcast in household ratings, averaging a 26.6 rating/41 share, up 4 percent from a 25.5/38. Deliveries peaked between 8:30 p.m. and 9 p.m. EST, when some 42.4 million viewers tuned in and ABC averaged a 13.8 in the dollar demo. But by 10:30 p.m., nearly 10 million viewers had churned away from the broadcast, as those on the East Coast began hitting the hay. Others may have simply decided that they’d seen enough of technical awards or a predictably sullen Kristen Stewart, who leant her signature brand of ennui to her presentation of the trophy for Best Production Design.

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