Lifetime Television’s ‘Drop Dead Diva’ Up Double Digits In Series Second Season Debut
via press release:
LIFETIME TELEVISION’S DROP DEAD DIVA DELIVERS STRONG PREMIERE-TO-PREMIERE GROWTH ACROSS ALL KEY DEMOS IN SECOND SEASON DEBUT
Comedic Drama Starring Brooke Elliott Up Double Digits in Series Return,
Averaging 3.1 Million Total Viewers, 1.4 Million in Adults 25-54
and 1.1 Million Women 25-54 Viewers
LOS ANGELES, CA (June 7, 2010) – Going up against strong cable and broadcast competition in its second season debut at 9:00pm (ET/PT) last night, Lifetime Television’s hit comedic drama Drop Dead Diva recorded double digit growth across key demos when compared to its strong first season premiere on July 12, 2009, and last season’s average.
Among all sophomore cable original drama premieres this year, Drop Dead Diva has registered the most growth versus their season one debuts. The popular program averaged 1,452,000 Adults 25-54 viewers, up an impressive 10% from last year’s debut (1,317,000), as well as last season’s average (1,321,000). In addition, last night was the second most watched episode in the series’ history in Adults 25-54, behind its August 30, 2009, episode. Among Total Viewers, Drop Dead Diva jumped 11% premiere-to-premiere (3,124,000 v. 2,810,000); 17% in Women 18+ (2,351,000 v. 2,016,000); 8% in Women 25-54 (1,109,000 v. 1,031,000); and 6% among Women 18-49 (963,000 v. 908,000).
Compared to last season’s average, Drop Dead Diva’s successful return enjoyed increases of 10% among Adults 25-54 (1,452,000 v. 1,321,000) and Total Viewers (3,124,000 v. 2,829,000); 13% in Women 18+ (2,351,000 v. 2,086,000); 6% among Women 25-54 (1,109,000 v. 1,045,000); and 4% in Women 18-49 (963,000 v. 927,000).
In Households, Drop Dead Diva scored a 2.5 rating yesterday, up 14% from last season’s debut (2.2) and 9% from last year’s average (2.3). Online, Drop Dead Diva pages on myLifetime.com registered a major jump of 288% in premiere day Page Views from last season’s premiere day.
Praised by critics as one of 2009’s top new series, Drop Dead Diva tells the story of a shallow wannabe model who dies in a sudden accident only to find her soul resurfacing in the body of a brilliant, plus-size and recently deceased attorney, Jane. Produced by Sony Pictures Television, the program features breakout star Brooke Elliott, Margaret Cho, Jackson Hurst, Kate Levering, April Bowlby, Josh Stamberg and Ben Feldman.
Drop Dead Diva’s season two opener last night featured Paula Abdul reprising her role last season as “Judge Paula Abdul,” a figment of Jane’s subconscious. The premiere episode also featured a musical dream sequence, choreographed by So You Think You Can Dance’s Keith “Tyce” Diorio.
ABOUT DROP DEAD DIVA
In the first season of Drop Dead Diva, beautiful-but-vapid model wannabe Deb, suddenly finds herself in front of Heaven’s gatekeeper, Fred (Feldman), following a fatal car crash. Outraged by her sudden demise, she attempts to persuade Fred to return her to her shallow existence but is accidentally relegated to the body of the recently deceased Jane Bingum (Elliott). An intelligent, thoughtful and plus-size attorney with a loyal assistant, Teri (Cho), Jane has always lived in the shadow of her colleagues whereas Deb has always relied on her external beauty. By a twist of fate and a bolt of divine intervention, Deb must come to terms with inhabiting Jane’s curvier frame and learn to reconcile her beauty queen ways with her brilliant, new mind.
At the close of last season, Deb was ready to let go of her past and embrace her new life as Jane. But the unexpected arrival of Jane’s “secret” husband Ethan (Devon Gummersall) at her doorstep left her with more questions than ever. To make matters worse, Jane may be disbarred after breaching client-attorney confidentiality when, against the firm’s advisement, she reported her client for fraud. Faced with a new love triangle and the uncertainty of her career, Jane must, once-again, chart out a new future for herself.
Drop Dead Diva was a top three rated debut original cable series last year among Households, Women 18-34, Women 18-49, Women 25-54, Adults 18-34 and Women 18+. Lifetime was the number one rated ad-supported cable network in the Sunday 9:00P-10:00pm time period duringDrop Dead Diva’s first season of among Women 18-49, Women 25-54 and Women 18+.
In addition to Abdul, guest stars throughout the second season of Drop Dead Diva will include Cybill Shepherd, Rosie O’Donnell, Chad Lowe, Vivica A. Fox, Sharon Lawrence, Ricki Lake, Nancy Grace, Leelee Sobieski and Natasha Henstridge, among others.
Josh Berman is creator and executive producer of Drop Dead Diva. Craig Zadan and Neil Meron of Storyline Entertainment and Alex Taub are executive producers.
ABOUT SONY PICTURES TELEVISION
Sony Pictures Television is one of the television industry’s leading content providers. It produces and distributes programming in every genre, including series, telefilms, theatrical releases and family entertainment around the world and for every platform: broadcast and cable television, first-run and off-network syndication and digital distribution. In addition to one of the industry’s largest libraries of feature films and television shows, SPT boasts a current program slate that includes the top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms. Internationally, SPT is a leader in local language productions around the world, some of which are co-produced with local partners and sells SPE-owned formats in approximately 70 countries. To better serve its clients and partners worldwide, SPT maintains offices throughout the world, including Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Korea, Mexico, the Netherlands, the People’s Republic of China, Russia, Singapore, Spain, Venezuela and the United Kingdom. SPT’s worldwide television networks portfolio is a key strategy in SPE’s long-range commitment to the global marketplace, with 122 channel feeds, which are available in more than 140 countries reaching almost 438 million households worldwide. SPT also creates original content for and manages SPE’s premium video website, Crackle. Additionally, SPT is a part owner of cable channel GSN, FEARnet, the premier horror/thriller website and VOD service, and national media sales company ITN Networks, Inc. SPT advertiser sales is one of the premiere national advertising sales companies, handling the commercial inventory in SPT’s syndicated series as well as in all of SPE’s digital businesses in the United States, for Sony Music Entertainment and for the Tennis Channel. SPT (www.sonypicturestelevision.com) is a Sony Pictures Entertainment company.
ABOUT LIFETIME TELEVISION
Lifetime Television, the number one rated women’s network, is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. Lifetime Television®, Lifetime Movie Network®, Lifetime Real Women® and Lifetime Digital™ (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com, DressUpChallenge.com,MothersClick.com and LifetimeMoms.com) are part of Lifetime Entertainment Services, LLC, a subsidiary of A&E Television Networks, LLC. A&E Television Networks is a joint venture of the Disney-ABC Television Group, Hearst Corporation and NBC Universal.