Lifetime Posts Continued Ratings Growth in October
via press release:
LIFETIME POSTS CONTINUED GROWTH IN OCTOBER
Powered by Hit Original Movies Steel Magnolias and Abducted: The Carlina White Story, Increases among Adults and Women 25-54 Mark Lifetime’s Strongest October in 11 Years
LOS ANGELES, CA (November 2, 2012) – Powered by the hit original movies Steel Magnolias and Abducted: The Carlina White Story, and the milestone tenth season of the Emmy® Award-nominated Project Runway, Lifetime continued to grow in viewership during the month of October 2012, according to Nielsen Research.
On the heels of three straight quarters of growth, Lifetime registered a +16% increase among Women 25-54 and +13% in Adults 25-54, the network’s strongest October-to-October growth for the two demographics in 11 years. Lifetime posted jumps of +20% among Women 18-49 and +14% with Adults 18-49 vs. October 2011 — both network bests for the month since 2007. Lifetime also was a top five basic cable network last month among Women 18-49, jumping to #5 from #11 in October 2011, and Women 25-54, ranking #4 vs. #5 last October.
The October 8 world premiere of Steel Magnolias averaged 6.5 million Total Viewers, becoming Lifetime’s third most-watched original telecast ever (its best delivery since Life is Not a Fairy Tale: The Fantasia Barrino Story in 2006) and the number one ad-supported cable movie among Total Viewers since 2007 (excluding miniseries). The film averaged 3.2 million Adults 25-54 viewers, the network’s strongest performance in the demo for a movie in 17 years since 1995’s Almost Golden: The Jessica Savitch Story and an ad-supported cable best since 2006. Among Women 25-54, Steel Magnolias is Lifetime’s most-watched movie ever with 2.5 million viewers, an ad-supported cable best since at least 2004. It also averaged 3.0 million Adults 18-49 viewers (ad-supported cable’s best since 2007) and 2.4 million Women 18-49 viewers (ad-supported cable’s best since 2010). In addition, the movie registered triple-digit increases versus the 2012-to date Lifetime movie average, including +171% among Total Viewers, +266% in Women 18-49, +253 in Adults 18-49, +232% among Women 25-54 and +229% in Adults 25-54.
The October 6 world premiere of Abducted: The Carlina White Story averaged 4.1 million Total Viewers, as well as 1.8 million Adults 25-54 viewers, 1.6 million Adults 18-49 viewers, 1.4 million Women 25-54 viewers and 1.3 million Women 18-49 viewers. Immediately following the movie, Lifetime’s hour-long documentary Beyond the Headlines: Carlina White averaged 3.5 million Total Viewers, 1.6 million Adults 25-54 viewers, 1.5 million Adults 18-49 viewers, 1.3 million Women 25-54 viewers and 1.2 million Women 18-49 viewers.
Year-to-date, Lifetime is pacing ahead of 2011-YTD by +16% among Women 18-49, the network’s strongest year-to-year growth in 14 years; +9% in Adults 18-49, a network best in 11 years; +8% among Women 25-54, Lifetime’s strongest YTD-to-YTD jump in a decade; and +3% with Adults 25-54, its strongest in seven years. Lifetime’s YTD median age of 48 is its youngest in 16 years. YTD, Lifetime ranks #5 among Women 18-49 (vs. #11 in 2011-YTD) and Women 25-54 (vs. #9 2011-YTD). Among the top 10 basic cable networks, Lifetime is the second fastest-growing network with Women 18-49.
2012 highlights for Lifetime include:
- · Steel Magnolias and Drew Peterson: Untouchable are 2012’s #1 and #2 movie telecasts, respectively, across cable among Total Viewers, Adults 18+, Women 18+, Adults 25-54, Women 25-54, Adults 18-49 and Women 18-49 (excluding miniseries).
- · Project Runway season ten propelled Lifetime to be the #1 cable network in the Thursday 9-10:30pm time period among Women 25-54.
- · The October 25th season two premiere of Project Runway All Stars was the #1 unscripted series across cable in its Thursday 9-10pm time period among Women 25-54.
- · The Houstons: On Our Own series premiere was the #1 telecast in its Wednesday 9-10pm time period across cable among Women 25-54 and Women 18-49.
- · Dance Moms season two was the #1 unscripted cable series in its Tuesday 9-10pm time period among Women 18-49 and Women 2+. Season two also over-delivered season one by +69% with Adults 18-49, +72% Women 18-49, +64% with Adults 25-54 and +66% with Women 25-54. It is Lifetime’s youngest-skewing current series, with a season two median age of 32 years old, five years younger than season one.
- · Army Wives season six was the #1 ad-supported cable series in its premiere time period among Women 18+. YTD, it ranks as a top five ad-supported cable drama among Women 18-49 (#5).
- Drop Dead Diva season four ranked as the #1 drama across ad-supported cable in the Sunday 9-10pm time period with Women 25-54, Women 18-49, Women 2+ and Women 18+.
- Army Wives and Drop Dead Diva launched Lifetime to the #1 cable network on Sundays 9-11pm among Women 25-54.
- The Client List delivered Lifetime’s strongest freshman season for an original series since Drop Dead Diva among Total Viewers, Adults 25-54 and Women 25-54. Among Adults 18-49 and Women 18-49, it was the best freshman season since Army Wives premiered in 2007. The Client List propelled Lifetime to #1 in the Sunday 10-11pm hour among Women 18+.
- America’s Most Wanted has improved the Friday 9-10pm day part by +42% with Adults 25-54, +21% with Women 25-54, +38% with Adults 18-49, +19% with Women 18-49 and +36% with Total Viewers.
In First Quarter 2012, Lifetime posted major growth in viewership among the key demos versus First Quarter 2011, including a +9% jump in Adults 25-54, +12% with Women 25-54, +14% with Adults 18-49 and +18% with Women 18-49. For Second Quarter 2012, the network continued to enjoy growth compared to Second Quarter 2011, posting a 13% jump among Women 18-49, +5% among Adults 18-49 and +1% in Women 25-54. In Third Quarter 2012, Lifetime registered a +14% increase among Women 18-49 versus Third Quarter 2011, its strongest year-to-year growth for a Third Quarter in 11 years; +9% in Women 25-54, its strongest in a decade; and +5% among Adults 18-49, a 3Q best for Lifetime in 11 years. Lifetime’s median age of 48 marked 3Q’12 as its youngest Third Quarter in 14 years.
Lifetime Television is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. In the Third Quarter 2012, the network posted major growth in viewership versus Third Quarter 2011, including a 14% increase among Women 18-49, +9% in Women 25-54 and +5% among Adults 18-49, marking the third straight quarter Lifetime has registered year-on-year growth among the key demographics. Lifetime Television®, LMN®, Lifetime Real Women® and Lifetime Digital™ are part of Lifetime Entertainment Services, LLC, a subsidiary of A+E Networks. A+E Networks is a joint venture of the Disney-ABC Television Group and Hearst Corporation.