Return of Lifetime’s ‘Drop Dead Diva’ Becomes Series’ Most-Watched Season Premiere in Key Demographics
via press release:
RETURN OF LIFETIME’S DROP DEAD DIVA BECOMES SERIES’
MOST-WATCHED SEASON PREMIERE IN KEY DEMOGRAPHICS
Drop Dead Diva Averages 2.9 Million Total Viewers,
Up 17% vs. Year-to-Date Average
LOS ANGELES, CA (June 20, 2011) – In its guest-star packed season three premiere at 9:00pm (ET/PT) last night, Lifetime’s comedic drama Drop Dead Diva reached new heights in a number of key demographics, becoming the program’s most watched season premiere in Adults 25-54 (1,558,000), Adults 18-49 (1,318,000), Women 25-54 (1,215,000) and Women 18-49 (998,000), according to Nielsen Research. In addition, last night’s episode is Drop Dead Diva’s second most-watched telecast ever among Adults 25-54, Adults 18-49 and Women 25-54 (behind the series’ 8/30/09 telecast).
Among Adults 25-54, Drop Dead Diva’s season three premiere posted strong growth against previous season debuts, including +7% versus last season’s premiere (1,452,000) and up 18% versus its season one premiere in 2009 (1,317,000). Last night’s episode was +38% compared to the year to-date time period average (1,133,000). Versus the year-ago time period average (1,256,000), the series was up 24%.
In Women 18-49, Drop Dead Diva, starring Brooke Elliott and Margaret Cho, was +4% versus its season two premiere and +26% against year-to-date-time period average, while in Women 25-54 it was up 10% and 38%, respectively; and in Adults 18-49 it was +3% and +28%.
Drop Dead Diva also averaged 2.9 million Total Viewers (2,856,000) in its return, up +17% versus year-to-date time period average. Its season three premiere last night is ad-supported cable’s number three original drama season premiere in 2011 among Women 25-54 (behind Army Wives and Law & Order: CI).
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 series features breakout star Elliott (Wicked, Taboo), Cho (Dancing with the Stars, Notorious C.H.O.), Jackson Hurst (Living Proof), Kate Levering (Cashmere Mafia), April Bowlby (Two and a Half Men), Josh Stamberg (Lie to Me) and Ben Feldman (The Perfect Man).
In Drop Dead Diva’s return, entertainer Paula Abdul (Live to Dance) reprised her role as Jane’s voice of reason to give her some sage advice about her relationship with Grayson (Hurst). LeAnn Rimes (Nora Roberts’ Northern Lights) also guest starred as the estranged soon-to-be ex-wife to a hard-partying celebrity who is on trial for a hit-and-run case that Jane takes on. Additionally, the episode guest starred talk-show host Wendy Williams (The Wendy Williams Show, Dancing with the Stars), Mario Lopez and featured a musical dream sequence with the cast of Drop Dead Diva, choreographed by So You Think You Can Dance’s Keith “Tyce” Diorio.
Other guest stars slated to appear this season include Kathy Griffin, Wanda Sykes, Clay Aiken, Lance Bass, Amanda Bearse, Tony Goldwyn, Howard Hesseman, Sharon Lawrence, Faith Prince, Jennifer Tilly, Louis Van Amstel, Quentin Aaron, Patty Stanger and many more.
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 Drop Dead Diva’s second season, Jane is left speechless when following a car accident, Grayson recognizes her as Deb before falling into a coma. As she anxiously waits for him to wake, Jane finds herself struggling with her desire to reveal who she is, despite warnings from Fred.
Josh Berman (Bones, CSI: Crime Scene Investigation) is creator and executive producer. Craig Zadan and Neil Meron (Academy AwardÒ–winning Chicago, Hairspray, Lifetime’s Living Proof) of Storyline Entertainment and Alex Taub (Eli Stone) 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 Networks
Lifetime Networks is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates 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.