ID’s Strong Double Digit Performance Continues In The Face Of Tough Olympic Competition

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via press release:




America’s Fastest Growing Network* won a gold medal with viewers, despite record-setting Olympic viewership in August.  Achieving its best August ever in prime for key demos including P2+ (+24% 646k); P25-54 (+15% 299k) and W25-54 (+22% 198k), ID continued its marathon of audience gains – 40 consecutive months of growth in prime for P2+, P25-54 and W25-54.


Strong performers for the month included Sins & Secrets (921k); Evil Twins (869k P2+); On the Case with Paula Zahn (919k P2+); Behind Mansion Walls (837k P2+); Happily Never After (737k P2+) and Who the Bleep Did I Marry? (730k P2+).  The August 26 episode of On the Case with Paula Zahn achieved a series-high 1.11 HH rating and delivered 1.088 million P2+.  Also of note, the debut week of the Days of our Knives daytime block featuring soap opera stars posted double-digit gains above prior 6 weeks: +10% P2+, +14% P25-54, +13% W25-54, +19% P18-49 and +11% W18-49.


In August, ID was the #6 network for W25-54 delivery in daytime among ad supported cable and #9 for the demo in total day.  Year to date ID is #7 for W25-54 delivery in daytime and #10 in total day, up 10 ranks vs. 2011.  Among P25-54 delivery year to date, ID is the #12 network in both daytime and total day in ad-supported cable, outranked only by networks in 97+ million households.


August 2012 vs. August 2011: Primetime Delivery
P2+                  +24% (646k vs. 522k)
HH                  +24% (536k vs. 434k)
P25-54            +15% (299k vs. 259k)
W25-54           +22% (198k vs. 162k)
P18-49            +15% (248k vs. 216k)
W18-49           +12% (157k vs. 140k)


August 2012 vs. August 2011: Total Day Delivery
P2+                 +30% (570k vs. 440k)
HH                  +25% (483k vs. 385k)
P25-54            +25% (289k vs. 231k)
W25-54           +26% (183k vs. 145k)
P18-49            +23% (250k vs. 204k)
W18-49           +22% (158k vs. 129k)


YTD 2012 vs. YTD 2011: Primetime Delivery
P2+                  +21% (647k vs. 535k)
HH                  +22% (538k vs. 441k)
P25-54             +20% (306k vs. 254k)
W25-54           +27% (202k vs. 159k)
P18-49             +25% (258k vs. 206k)
W18-49           +30% (169k vs. 130k)


YTD 2012 vs. YTD 2011: Total Day Delivery
P2+                  +36% (569k vs. 418k)
HH                  +37% (495k vs. 361k)
P25-54             +40% (293k vs. 209k)
W25-54           +43% (187k vs. 131k)
P18-49             +44% (254k vs. 177k)
W18-49           +46% (163k vs. 112k)



On August 18, Happily Never After became ID’s 28th series to garner a 1.0 HH rating or higher since January 2011**, underscoring the network’s strength across its schedule.  In addition, the network experienced double digit P2+ delivery growth in August across every night of the week: Mon, +30%; Tue, +37%; Wed, +12%; Thu, +47%; Fri, +16%; Sat, +13%; Sun, +18%


*Source: The Nielsen Company, NTI Broadcast Calendar, year to date (12/26/11-8/26/12 vs. 12/31/07-8/31/08), Live +SD data, Time Period Based Dayparts (Prime M-Su 8-11p), HH, P18-34, M18-34, P18-49, W18-49, M18-49, P25-54, W25-54, M25-54, P2+ delivery percentage gains, excluding any networks that did not air in the entire daypart or originated after ID launched.


**Source:  The Nielsen Company, NHI Calendar, 12/27/10-8/26/12, Live + SD data, Program Based Dayparts, Total Day 6a-6a, HH coverage rating, 130 telecasts over 28 series: Stolen Voices Buried Secrets, Disappeared, On the Case with Paula Zahn, Stalked: Someone’s Watching, Nightmare Next Door, Sins & Secrets, 48 Hours on ID, True Crime with Aphrodite Jones, Who the (Bleep) Did I Marry?, Unusual Suspects, 20/20 on ID, Homicide Hunter: Lt. Joe Kenda, Cold Blood, Dateline on ID, Fatal Encounters, Scorned: Love Kills, Dark Minds, Alaska: Ice Cold Killers, Deadly Sins, Nothing Personal, On Death Row, The New Detectives, Behind Mansion Walls, Blood Relatives, Reel Crime/Real Story, Evil, I, Evil Twins and Happily Never After.

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