It's still early, but if the initial returns are any indication, ABC's counter-programming strategy of airing its popular Extreme Makeover realty series on Thursday at 9PM ET versus the hit lineups of CBS and NBC is showing signs of paying off.
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According to the final Neilsen ratings for the week ending Oct. 5, 2003, the Thursday, October 2 episode of Extreme Makeover that aired opposite CBS' CSI and NBC's comedies (Will & Grace/Coupling) was up over the prior week by 1.4 million viewers (8.4 million vs. 7.0 million) and by 19% among Adults 18-49 (3.2/8 vs. 2.7/7) versus the prior week's broadcast. In fact, Extreme Makeover produced ABC's highest Adult 18-49 rating (3.2/8) in the hour in more than 7 months - 2/27/03.
Extreme Makeover also exhibited very strong viewer growth throughout its broadcast, especially as viewers tuned out from NBC's Coupling and turned over to ABC at 9:30PM. From its first half-hour to its second half-hour, Extreme Makeover surged by 2.6 million viewers (7.1 million to 9.7 million) and 46% among Adults 18-49 (2.6/7 to 3.8/9). At 9:30 p.m., NBC's "Coupling" lost 3.9 million viewers from its Will & Grace lead-in (12.9 million vs. 16.8 million).