via press release:
|HGTV’S JANUARY 1 RATINGS PROVIDE ROSY START FOR NEW YEAR
Network Opens Doors to 2011 HGTV Dream Home With Rose Parade Float
New York, N.Y. [For Immediate Release – January 5, 2011]HGTV’s New Year's Day programming provided a rosy start to 2011 for the lifestyle network, delivering the highest Total Day average impressions ever among HH’s (1,032,000) and key demos including: P18+ (1,330,000), P18-49 (448,000) and P25-49 (417,000). The annual airing of the Rose Parade and the programming following it averaged more than 2 million viewers during the 11A-8P day part, making it the strongest audience the network has seen on Rose Parade Day since it began airing the parade in 1996. Compared to the prior year, the daytime rating for New Year’s Day 2011 was at least 25% higher among all key demos. HGTV’s airing of Rose Parade 2011 was the highest rated Ad-Supported Cable program in its time period among P18+.
Sparked by interest in the first ever HGTV Rose Parade float – a replica of the 2011 HGTV Dream Home in Stowe, Vermont -- HGTV’s airing of Rose Parade 2011 on New Year’s Day at 11A delivered a 2.2 HH Rtg/1.1 P25-54 Rtg, for increases of 38% each over the Rose Parade 2010. This was the highest rated airing of the parade since 2006 among both HHs and P25-54. On average, the Rose Parade 2011 attracted nearly 3.5 million viewers to HGTV, an increase of more than 50% over the prior year.
The premiere of HGTV Dream Home 2011 immediately following on New Year’s Day at 1P delivered a 1.7 HH Rtg/0.9 P25-54 Rtg, for increases of 21% and 29%, respectively over the premiere of HGTV Dream Home 2010. This is the highest ever premiere of an HGTV Dream Home special among HHs and ties the highest ever premiere of the HGTV Dream Home among P25-54 and P18-49. On average, HGTV Dream Home 2011 attracted its largest audience yet to the premiere since it began airing in 2004. It was viewed by more than 2.6 million people on New Year’s Day, representing an increase of 36% over the premiere of the special in 2010.
HGTV took advantage of the holiday audience to premiere sneak peeks of new programs which also held viewer's attention despite heavy competition. The premiere of Cash & Cari at 2P delivered a 67% increase among P25-54 ratings compared to the same time period New Year’s Day 2010. The sneak of season two of Selling New York at 2:30P delivered an 11% increase among P25-54 ratings compared to the same time period New Year’s Day 2010. In addition, the premiere of House Hunters: Million Dollar Homes, RV 2011, and Million Dollar Rooms delivered significant increases among P25-54 ratings compared to the same time period on New Year’s Day 2010.