Against a slew of competitive premieres, The CW delivered another solid Thursday night with its combination of THE VAMPIRE DIARIES and SUPERNATURAL delivering the network’s second best Thursday EVER with women 18-34 (2.2/7), behind only last week, according to Live Plus Same Day Nielsen ratings for Thursday, Sept. 17, 2009. The CW retained 92% of last Thursday’s premiere ratings in its target demo of women 18-34 and 89% in adults 18-34 (1.6/5).
The CW’s new series THE VAMPIRE DIARIES ranked a strong second in the 8pm hour among target women 18-34 (2.6/9-tie), behind only CBS. VAMPIRE DIARIES did especially well with younger viewers, winning the hour with women 12-34 (2.8/10), female teens (3.4/13), teens (2.3/9). VAMPIRE DIARIES was Thursdays #1 show (both broadcast and cable) with female teens for the second consecutive week.
VAMPIRE DIARIES improved the time period by 73% in women 18-34, 6% in adults 18-34 (1.8/6) and 44% in women 18-49 (2.3/7) compared to the second telecast of SMALLVILLE a year ago. VAMPIRE DIARIES matched The CW’s second best women 18-34 ratings in the time period ever, holding 84% of its premiere ratings from a week ago.
At 9:00, SUPERNATURAL held 100% of its women 18-34 (1.7/5) premiere audience, matching the show’s best performance in the demo since Jan. 2009. In adults 18-34, SUPERNATURAL held 93% of its week ago premiere audience.
Now in its fifth season, SUPERNATURAL continues to build, improving over its year ago performance by +18% in adults 18-34 (1.3/4), 55% in women 18-34 (1.7/5), +17% in women 18-49 (1.4/4). The combination of VAMPIRE DIARIES and SUPERNATURAL have improved The CW’s Thursday performance versus a year ago by 47% in women 18-34 (2.2/7) and 6% in women 18-49 (1.8/5).