One Direction Soft In Primetime, Boost Late Night Ratings For NBC

Red-hot British boy band One Direction made an inauspicious U.S. primetime debut last night with One Direction: The TV Special, which drew a 0.7 in adults 18-49 and 3.1 million total viewers from 8-9 PM on NBC. It was the lowest rated new holiday special on the Big 4 networks this season. Not surprisingly, it did best in female teens (1.6), a six-week high in the time slot. 

One Direction did better in late night. Following the solid ratings for Saturday Night Live where they were musical guests last weekend, the singers paid a visit to NBC’s The Tonight Show With Jimmy Fallon last night. With a guest lineup that also included Jerry Seinfeld, Tonight Show averaged a 3.2 in the metered-market households, the second best Tuesday result this season behind last week’s 3.5, which followed The Voice finale and featured Tonight Show favorite Justin Timberlake.

In primetime, One Direction’s 18-49 delivery matched that of two repeat specials on NBC, Michael Bublé’s Christmas In New York at 9 PM and Kelly Clarkson’s Cautionary Christmas Music Tale at 10 PM, both logging a 0.7.

ABC won the night in 18-49 with encores of holiday specials Shrek The Halls (1.2) and Toy Story That Time Forgot (1.2), which ranked as the top programs of the night, and the two-hour special The Year (1.1). Everything else last night was repeats.

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