via press release:
LOGO WRAPS 2010 WITH ON-AIR AND ONLINE HIGHS THROUGHOUT THE YEAR
Total Day Impressions In December 2010 up 157% Since The Start of Logo’s Nielsen Ratings in First Quarter of ThisYear
RuPaul and His Fabulous Faculty Return to Logo Summer 2011 to Educate Real Women on the Transformative Art of Drag In “RuPaul’s Drag U” — Casting Call for a New Season of Students Begins
NEW YORK, NY December 13, 2010 – Logo, the entertainment network for gays and their families and friends, from MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), finishes 2010 on the “A-List,” scoring numerous network record highs in viewership during its first year rated by Nielsen Media Research and in online traffic. For example, the network’s total day 18-49 impressions in December are +157% higher since the start of Logo’s Nielsen ratings on December 28, 2009. December month-to-date 18-49 total day ratings are up +147% compared to that same start.*
In addition, Logo’s hit summer series “RuPaul’s Drag U” will return for a new season in summer 2011 as RuPaul and his “drag professors” help biological women unleash their inner diva. The series that “Entertainment Weekly” described as, “the show positively bubbles with heart – and sass” has been re-upped to a ten, one-hour episode season. “RuPaul’s Drag U,” a World of Wonder production, also announces a casting call for biological women in the Los Angeles area to apply to be a “student” for the next season.
“RuPaul’s Drag U” takes an incoming class of beauty-starved, confidence-drained women and teaches them the essential elements of sexiness, sass and spunk that have long been the calling cards of every great drag queen. At orientation, these students are put through “The Dragulator,” a device that RuPaul defines as a “highly sophisticated piece of technology,” which reveals their full drag potential. Next, each student is paired with a drag professor (fan favorite drag queen alumni from “RuPaul’s Drag Race”) who will help their student achieve their diva transformation from the inside-out. In the end, only one woman will be declared the valedictorian of each class, but all students will “draguate” with a boost in confidence, self-respect, and a whole new take on the power of femininity.
As with last season, “RuPaul’s Drag U” will also feature celebrity “visiting professors” that will rate the class of “draguates” during the final “draguation ceremony” – a runway and musical performance. Past celebrity guest stars have included: Debi Mazar, Chaka Khan, Jackee Harry, Kelly Osbourne and Kris Jenner.
Logo Counts Up Its 2010 Viewership and Online Traffic Highlights
The series renewal of “RuPaul’s Drag U” comes as Logo wraps its most successful year to date. 2010 proved to be the year of drag queens, drama and A-list antics on Logo and viewers took notice:
- In its first Nielsen-rated year, “RuPaul’s Drag Race” averaged a .5 rating in the key 18-49 demo. Ratings’ gains of 89 percent were seen from Live to Live +7 throughout the season.
- Season 1 of “RuPaul’s Drag U” performed well-above the channel’s primetime average across its premieres (+314% from 3Q’10 Prime). The series posted gains across all demos, with the largest increase among Logo’s younger viewers. “RuPaul’s Drag U” attracted viewers 9 years younger than the Prime average with a median age of 37.4. Additionally, huge ratings gains were posted in playback, increasing the season average +103% from Live to Live+7.
- “The A-List New York” earned ratings across its premieres that were up +398% from the 4Q'10 Prime average. The first seven episodes have shown gains of +83% from Live to Live+7 data.
- Logo's foray into originals during 2010 brought in a younger and wealthier audience compared with previous years. The network is drawing viewers with a median age of 44 with a 50/50 gender split.
- Online, user engagement with the Logo Constellation soared in 2010, as the average monthly time spent per unique visitor reached a staggering 41 minutes. Additionally, year-to-date, average monthly unique visitors and average monthly video streams to the Logo constellation are up +13% and +66%, respectively above the same time period in 2009 (Omniture).
“2010 was a tremendous year for Logo,” said Lisa Sherman, Executive Vice President and General Manager, Logo. “We exceeded our business goals and grew viewership, ratings and online streams in part by generating buzz around our hit shows, high-profile acquisitions and online content and commentary. And the year ahead promises to bring more of what our viewers, advertisers and partners expect from us – big names, bold programming and thoughtful commentary.”
“RuPaul’s Drag U” is holding a casting call for women in the Los Angeles area to apply for position in the new incoming class. For applications, please contact firstname.lastname@example.org.
"RuPaul’s Drag U" is produced by World of Wonder Productions with Fenton Bailey, Randy Barbato, Tom Campbell and RuPaul Charles serving as Executive Producers. Dave Mace and Pamela Post serve as Executive Producers for Logo.
Want an at-home diva transformation? Check out Dragulator.com and start your own “dragulation” today.
* Source: Nielsen Media Research, December to date, 11/29-12/8/10, versus 12/28/09. All ratings information refers to P18-49 Live SD ratings unless otherwise noted.
ABOUT WORLD OF WONDER
World of Wonder (WOW) was founded by Randy Barbato and Fenton Bailey and has created a library of branded properties across all platforms, including such well known films as “Party Monster,” “The Eyes of Tammy Faye,” “Inside Deep Throat” and television shows “Tori & Dean: Home Sweet Hollywood,” “Million Dollar Listing,” “RuPaul's Drag Race,” “Fantasia for Real,” "The Fabulous Beekman Boys” and the entertainment blog The WOW Report (www.worldofwonder.net).
Logo is the world’s leading ad-supported cable, satellite, online, mobile and digital entertainment gay and lesbian-themed network, from MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B). Launched in 2005, Logo’s cable channel is in more than 39 million homes across the United States and is complemented by a federation of online properties, including LOGOonline.com, TripOutGayTravel.com, AfterEllen.com, AfterElton.com, 365Gay.com, DowneLink.com and NewNowNext.com. Logo’s content is distributed across all leading download-to-own, streaming and mobile services. The most influential brand for the most influential audience, Logo provides a mix of original and acquired entertainment as well as news, social networking and community building that are authentic, smart, fun, entertaining, and inclusive. Logo joins MTV Networks' roster of popular and highly targeted brands which include MTV, Comedy Central, VH1 and Spike TV.