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'X Factor' Recoups Some of Lost Demo Audience in DVR Playback

Rick Kissell

Variety

7:30 PM EDT, September 16, 2013

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Fox's "The X Factor," which returned to lower ratings for its third season last week, found some of its lost audience in early DVR playback and looked a bit healthier relative to its competition.

In same-night numbers for the 8 p.m. hour last Wednesday, "X Factor" averaged a 2.2 rating in adults 18-49, down 23% from its opening hour of last year (2.85). It finished a tick behind CBS' "Big Brother" (2.3) and beat NBC's "Million Second Quiz" (1.3) by 77%.

But DVR playback for Thursday, Friday and Saturday has added half a ratings point (or 23%) to "X Factor's" total, bringing it to a 2.7. As a result, the show moved ahead of CBS' "Big Brother" (which gained two tenths to a 2.5) and more than doubled "Million Second Quiz" (1.3), which didn't budge in the early DVR playback.

"X Factor" saw the same absolute gain from last year (0.5), so its L3 score of this year leaves it down about 18% from last year.

The show saw bigger gains among its core adults 18-34 audience, rising 0.6 in early DVR playback last week (or 38%) to a 2.2.


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