Good Start for ABC Family’s 25 Days


The first week of ABC Family’s 25 Days of Christmas stunt put plenty of goodies under the network’s ratings tree.

ABC Family averaged 2.64 million total viewers in the 7 p.m.-10 p.m. time slot Dec. 1-7, 7% more than its 2.53 million average during the comparable period in 2005, according to Nielsen Media Research data.

The numbers were much jollier among key demos: up 38% to 508,000 adults 18-34; ahead 14% to 1.14 million adults 18-49; and a 36% increase to 827,000 persons 12-34. The stunt’s delivery among the latter demo was the strongest in its nine years, according to network officials. This year’s first week of 25 Days ranked second in total viewers and adults 18-34 and 18-49.

The inaugural week of 25 Days benefited greatly from the basic-cable debut of Harry Potter and the Prisoner of Azkaban Dec. 3 from 5 p.m.-8 p.m., as the theatrical was ABC Family's most-watched telecast ever among viewers (4.78 million) and adults 18-49 (2.26 million).

Powered by a double run of Azkaban, Dec. 3 also stands as the network’s most-watched day ever in among total viewers (2.42 million) and adults 18-34 (529,000) and 18-49 (1.11 million).