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A sockeroo debut
for the CW's '90210'


Steamy teen drama averages a 3.0 in target 18-34s

Sep 3, 2008

The CW’s reboot of “Beverly Hills, 90210” earned loads of hype, and the ratings lived up to it. The new “90210” scored the best series premiere in network history and pushed the three-year-old channel to a rare primetime victory last night.

“90210” averaged a 3.0 in the CW’s target adults 18-34 and a 2.6 in 18-49s, according to Nielsen overnights, winning the night on both measures and tying for the highest-rated evening in network history in the latter. Among 18-34s, it was the network’s third-highest night ever. 

“90210” became the CW’s highest-rated scripted series in history among those two demos and women 18-34, where it averaged a 4.3.

It was also the highest-rated premiere in network history among 18-49s and the highest-rated scripted series premiere among the other demos, no small feat since the show was two hours long.

Perhaps most promising for the CW, “90210” grew in virtually all the major demos from its first hour to its second, airing from 8 to 10 p.m., albeit by single-digit percentages. Among total viewers, the show averaged 4.9 million.

The CW’s strategy of debuting its shows three weeks before the Big Three seems to be working thus far. Earlier this week, “Gossip Girl” and “One Tree Hill” also set a record for the highest-rated Monday in network history.

Still, it will be a few weeks before it becomes clear if the strong initial results were simply sampling or if viewers will stick around.

As mentioned above, the CW was first for the night among 18-49s with a 2.6 average overnight rating and a 7 share. Fox was second at 2.4/6, NBC third at 2.3/6, Univision fourth at 1.8/5, CBS fifth at 1.6/4 and ABC sixth at 1.5/4.
 
At 8 p.m. NBC was first with a 2.7 for the first hour of “America’s Got Talent,” followed closely by CW with a 2.6 for the first half of “90210.” ABC and Univision tied for third at 2.1/, ABC for a repeat of “Wipeout” and Univision for “Al Diablo con los Guapos,” with Fox fifth with a 1.9 for a repeat of “House” and CBS sixth with a 1.5 for an “NCIS” rerun.
 
NBC was first again at 9 p.m. with a 2.9 for the second half of “Talent,” while Fox moved to second with a 2.8 for another “House” rerun. CW was third with a 2.7 for the second hour of “90210,” CBS fourth with a 2.4 for “Big Brother,” Univision fifth with a 2.0 for “Fuego en la Sangre” and ABC sixth with a 1.5 for “Wanna Bet.”
 
At 10 p.m. Univision moved to first with a 1.5 for “Aqui y Ahora,” with NBC second with a 1.4 for its coverage of the Republican National Convention. ABC and CBS tied for third at 0.9, each for RNC coverage.
 
NBC led the night among households with a 5.5 average overnight rating and a 9 share. Fox was second at 4.1/6, CBS third at 3.9/6, CW fourth at 3.4/5, ABC fifth at 2.8/4 and Univision sixth at 2.3/4.



Toni Fitzgerald is a staff writer for Media Life.




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