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For CW, Smallville Is A Hit On DVR



sg_cwThe CW Network again led all networks in prime-time gains from all DVR play-back for the week ending with Smallville and Vampire Diaries making huge strides.

On Nov. 15, 2009, according to Nielsen Live+7 day vs. Live-Only viewing, the CW’s biggest increases came in its young target demos of women 18-34 (53%, 2.36rtg v. 1.54rtg) and adults 18-34 (53%, 1.68rtg v. 1.1rtg), followed by adults 18-49 (51%, 1.39rtg v. 0.92rtg) and women 18-49 (50%, 1.85rtg v. 1.23rtg).

Monday’s tandem of Gossip Girl and One Tree Hill continues to deliver big DVR gains, with GG up 57% in women 18-34 (3.84rtg v. 2.44rtg), 59% in adults 18-34 (2.38rtg v. 1.5rtg) and 53% in women 18-49 (2.57rtg v. 1.68rtg); while OTH grew 43% in women 18-34 (3.02rtg v. 2.11rtg), 45% in adults 18-34 (1.91rtg v. 1.32rtg) and 41% in women 18-49 (2.15rtg v. 1.53rtg).

On Tuesday, 90210’s ratings improved 64% in women 18-34 (3.14rtg v. 1.91rtg), 66% in adults 18-34 (2.02rtg v. 1.22rtg) and 74% in women 18-49 (2.16rtg v. 1.24rtg), and Melrose Place improved 80% in women 18-34 (1.69rtg v. 0.94rtg), 70% in adults 18-34 (1.19rtg v. 0.7rtg) and 70% in women 18-49 (1.19rtg v. 0.7rtg).

The penultimate episode of this cycle’s Top Model’s ratings improved by 63% in women 18-34 (3.39rtg v. 2.08rtg), 59% in adults 18-34 (2.05rtg v. 1.29rtg) and 56% in women 18-49 (2.9rtg v. 1.86rtg).

Freshman smash The Vampire Diaries only gets bigger once all DVR playback is included, gaining 57% in women 18-34 (3.82rtg v. 2.43rtg), 51% in adults 18-34 (2.68rtg v. 1.77rtg) and 57% in women 18-49 (3.09tg v. 1.97rtg).  Supernatural improved 40% in women 18-34 (1.85rtg v. 1.32rtg), 47% in adults 18-34 (1.78rtg v. 1.21rtg) and 41% in women 18-49 (1.71rtg v. 1.21rtg).

Friday’s Smallville remains in heavy DVR demand, as its Live+7 ratings rose above its live viewing by 82% in adults 18-34 (1.69rtg v. 0.93rtg) and 80% in adults 18-49 (1.62rtg v. 0.9rtg).

Several of the CW shows added about a million more viewers once all DVR playback was factored in, with Vampire Diaries adding nearly 1.6million more viewers (4.89mil v. 3.32mil), Smallville gained nearly 1.3 million additional viewers (3.47mil v. 2.2mil) and Top Model improved by an even 1 million viewers from DVR playback (3.66mil v. 2.66mil).

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