/// Marvel’s Agents of S.H.I.E.L.D. Delivers Superhuman Ratings

September 25, 2013  |  Media Week

The much-anticipated premiere of Marvel’s Agents of S.H.I.E.L.D. delivered powerhouse ratings for ABC Tuesday night, marking the third successful drama launch of the new fall season. Per Nielsen fast national data, Agents of S.H.I.E.L.D. scared up 11.9 million viewers and an otherworldly 4.6 rating in the all-important 18-49 demo, making it the biggest series premiere in four years. (NBC’s short-lived resurrection of the 1983 alien invasion miniseries V drew 14.3 million viewers and a 5.2 in the demo on Nov. 3, 2009.) Breaking into ABC’s female-friendly lineup, S.H.I.E.L.D. absolutely dominated the male demos, averaging a 5.6 among men 18-49, a 4.3 among the males 18-34 set and a 5.9 with gents age 25-54. S.H.I.E.L.D. also demonstrated remarkable retention, as 99.3 percent of all viewers stuck around for the credits. At the same time, the demo inched up a notch from a 4.5 in the first half-hour to a 4.6 in the home stretch. While the two-hour installment of NBC’s The Voice would go on to average a 4.6 in the dollar demo, the musical competition didn’t prevail in head-to-head competition with S.H.I.E.L.D. From 8-9 p.m., The Voice averaged a 4.0 rating. While S.H.I.E.L.D.’s female demos weren’t too shabby (3.9 in 18-49, 3.1 in 18-34, 4.6 in 25-54), The Voice ran the table with women. The second episode of NBC’s flagship enterprise averaged a 5.9 women 18-49 rating, a 4.8 women 18-34 and a towering 7.1 among women 25-54. As expected, CBS’ unflappable NCIS continues to be the most-watched show on TV, bowing for its 11th season in front of an audience of 19.5 million viewers. With an average 3.4 rating in the 18-49 demo, NCIS’ audience composition is roughly 77 percent viewers 50+. (Last night’s episode drew a 13.9 among that particular segment.) S.H.I.E.L.D. provided a sturdy launch pad for the freshman comedy The Goldbergs , which at 9 p.m

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Marvel’s Agents of S.H.I.E.L.D. Delivers Superhuman Ratings


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