Keep in mind that the initial telecast of the premiere on 6/12 averaged 455,000 viewers. The good news is that was up on 6/19 to 527,000. So how did they get from 455,000 viewers for the premiere to 4.5 million?
They went after total reach, regardless of how long anyone watched by combining any viewing of the episode and its multiple airings on Oxygen plus any views of streams online or on demand.
Sadly for Oxygen, it can't sell commercial advertising based on Twitter mentions.
via press release:
|une 21, 2011
OXYGEN’S “THE PROJECT” PREMIERE EPISODE REACHES MORE THAN 4.5 MILLION VIEWERS
DRIVES EPISODE 2 VIEWERSHIP 46% in A18-49 & DOUBLE DIGIT INCREASES ACROSS ALL KEY DEMOS
‘Gleeks’ Consuming Content Everywhere including VOD, Mobile, Oxygen.com, Hulu, and Oxygen Network
New York, NY - June 21, 2011 – Harnessing the power of the digital and analog assets of Oxygen Media, the critically-lauded “TheProject” reached more than 4.5 million viewers during premiere week which drove viewership in week two by impressive double-digit increases across all key demographics and delivered nearly 900,000 total viewers for episode 2 (9P and 10P hours,) according to Nielsen Media Research. The premiere episode reached the 4.5 million record number of viewers across Oxygen’s Multi-platform assets including: the Oxygen Network, Oxygen.com, Hulu and VOD.
In the 9 PM hour, the program delivered 527, 000 total viewers (+16% vs. 455,000) and the 10 PM encore delivered 352,000 total viewers (+ 33% vs. 264,000) with a combined viewership of nearly 900,000.
“TheProject” on Sunday – in which Ellis was not invited for a call back – grew 46% among A18-49 (308,000 vs. 211,000), +27% among W18-49 (183,000 vs. 144,000)and +16% among total viewers (527,000 vs. 455,000). Compared to the prior four-week time period average, Sunday’s second episode rose +80% among A18-49 (308,000 vs. 171,000), +46% among W18-49 (183,000 vs. 125,000 and +42% among total viewers (527,000 vs. 370,000).
For the second week in a row “TheProject” ranked in the Top 5 Cable TV Programs (#4) on premiere days with regard to social media mentions according to Trendrr. Additionally, since launching video content on YouTube, “The Glee Project” music video promos have had more than 870K streams. The series also garnered the #1 position last week on the social media check in site Get Glue.
For fans who still craved a deeper experience of “The Glee Project,” Oxygen partnered with social media app Shazam allowing viewers to use the Shazam app to unlock exclusive content from each episode of the show. Shazam users were treated to extended footage from each guest mentor segment in a real time co-viewing experience. This extended footage is available through the duration of the series run on Oxygen.
Jason Klarman, President, Oxygen Media commented, “Millions of viewers are discovering and devouring this show on every platform they can. ‘The Glee Project’ is a very special series with incredible talent and heart, the highest production values and unmatched creative auspices that make it a truly original original.”
Sunday’s episode saw second contender (Ellis) uninvited for a call back – resulting in a narrowing of the field. Ten contenders remain all vying for the prize of a seven episode guest starring role on next season’s “Glee” on FOX. Next Sunday’s third and powerful episode features guest mentor Dot-Marie Jones (‘Glee’s Coach Beiste) as the show explores the theme of ‘Vulnerability’ which includes a haunting music video remake of the classic song “Mad World” and a very personal revelation by one of the contenders.
"The Glee Project" is produced by Ryan Murphy Television and Embassy Row with Ryan Murphy, Dante Di Loreto, Michael Davies and Shauna Minoprio serving as executive producers.
For fans who want more of the “The Glee Project”, Microsoft’s search engine Bing is partnering with Oxygen to host the Bing Fan Favorite Contest, allowing fans to vote for their own favorite contenders. Shazam is also partnering with Oxygen to allow viewers to use the Shazam app to unlock exclusive content from each episode of the show. This week, Shazam users will be treated to extended footage from Dot-Marie Jones’ one-on-one session with the homework assignment winner.
On air Source: Nielsen Media Research Reach=6/12/11- 6/18/11,Total US,, total viewers, LS 6 min qualifier all airings of The Glee Project on oxygen. Week 2 premiere on 6/19/11. Digital source: Omniture = Oxygen.com. Partner Portal = Hulu. Trendrr.tv
Fans of “The Glee Project” can follow the show on Twitter at http://www.twitter.com/thegleeproject, Facebook at http://www.facebook.com/thegleeproject and Tumblr at http://thegleeproject.tumblr.com for access to all of the latest news and information. Additionally, fans can vote for their favorite contender in the Bing Fan Favorite contest beginning at 9pm ET on Sunday, June 12 and continuing throughout the run of the show. Log-on to www.OxygenLive.com for special live chats with cast as well as a special chat with the eliminated contender directly following the episode. Viewers can log on to www.Oxygen.com for a more in depth look at each contender and to meet the judges, complete with photo galleries and video.
About Ryan Murphy Television
Ryan Murphy Television is the creative force behind some of today's most groundbreaking television. Responsible for the Primetime Emmy® and Golden Globe® winning series “Nip/Tuck” and “Glee,” which has become a cultural phenomenon, RMTV strives to bring fresh perspectives to television audiences the world over.
About Embassy Row
Embassy Row is a New York City-based global format and digital production company dedicated to developing original concepts and adapting international formats for television networks, online and wireless distribution in the U.S. and around the world. We specialize in the genres of games, comedy, reality, factual, sports and food and are pioneers in the fields of brand-supported and digital content. Embassy Row is a creative company, led by hands-on producers always on the lookout for the next breakthrough idea. Since 2008, Embassy Row has been a part of the Sony Pictures Television company.
About Oxygen Media
Oxygen Media is a multiplatform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including “ The Glee Project,” "$2, the real time social viewing party that is also available as an app for the iPhone and iPad, as well as innovative tools shopOholic and makeOvermatic. Oxygen is available in 77 million homes, and can be found online and on mobile devices at www.oxygen.com. Follow us on Twitter at http://www.twitter.com/OxygenPR. Oxygen Media is a service of NBCUniversal.," "Hair Battle Spectacular," and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premiere destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging modern young women, wherever they are, with popular, award winning features online including