ABC Family’s Sizzles Into Summer as SWITCHED AT BIRTH Shatters Records

Revving into summer firing on all cylinders, ABC Family scored again in the original series genre as newest series SWITCHED AT BIRTH launched as the network’s No. 1 series debut of all time in Total Viewers (3.3 million), Adults 18-34 (1.0 million/1.5 rating), Women 18-34 (754,000/2.2 rating), Adults 18-49 (1.7 million/1.3 rating) and Women 18-49 (1.3 million/2.0 rating). Featuring an encore immediately following at 10 p.m., SWITCHED AT BIRTH reached 4.9 million unique Total Viewers on its debut evening.

• SWITCHED AT BIRTH was easily cable’s No. 1 program in the hour among Women 18-34, Women 18-49, Viewers 12-34 and Females 12-34, and was cable’s No. 1 scripted telecast in Total Viewers, Adults 18-34 and Adults 18-49.

• Versus all cable programs Monday night, SWITCHED AT BIRTH ranked No. 2 across all cable in Women 18-34, Viewers 12-34 and Females 12-34.

• SWITCHED AT BIRTH towered over the launch of MTV’s TEEN WOLF one night earlier, surpassing the dramedy by 50% in Total Viewers (3.3 million vs. 2.2 million), by 12% in Adults 18-34 (1.0 million vs. 896,000), by 36% in Women 18-34 (754,000 vs. 553,000), by 55% in Adults 18-49 (1.7 million vs. 1.1 million), by 94% in Women 18-49 (1.3 million vs. 669,000) and by 18% in Females 12-34 (1.3 million vs. 1.1 million).

• SWITCHED AT BIRTH registered ABC Family’s best deliveries in the hour ever in Adults 18-34, Women 18-34 and Women 18-49, and second-best ever in Viewers 12-34 and Females 12-34.

• SWITCHED AT BIRTH catapulted over solid year-ago time period levels (6/07/10), jumping by 83% in Total Viewers (3.3 million vs. 1.8 million), by 92% in Adults 18-34 (1.0 million vs. 520,000), by 94% in Adults 18-49 (1.7 million vs. 875,000) and by 45% in Viewers 12-34 (1.6 million vs. 1.1 million).

Source: Nielsen Media Research, National Ratings, 6/6/11, Live + SD. 2010/11 season=9/27/10-6/6/10. Year-Ago: 6/7/10. ABC Family: Nov. ‘01- to date. Reach: NPower, minimum 6 minutes.

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