via press release:
2.5 MILLION TOTAL VIEWERS BOOGIE DOWN
DURING RETURN OF LIFETIME’S DANCE MOMS
Season Two Premiere of Hit Docu-Series Posts Double and Triple Digit Gains Across Key Demos versus Season One Debut, Becoming Most Watched Telecast Ever for DANCE MOMS
LOS ANGELES, CA (January 11, 2012) – The Dance Moms are back and the eagerly anticipated return of Lifetime’s hit docu-series last night did not disappoint. In posting double and triple digit gains across key demographics versus its season one debut, last night’s episode became the program’s most watched telecast ever and Lifetime’s best ever Tuesday season opener among Total Viewers.
Last summer’s most talked about show, featuring infamous dance instructor Abby Lee Miller, her world-class students and their mothers, Dance Moms averaged 2.5 million Total Viewers in the 9:00pm ET/PT time period, a 150% jump versus its season one debut last year. The series also secured 1.2 million Adults 18-49 viewers (+126%), 1.0 million Adults 25-54 viewers (+75%), 997,000 Women 18-49 viewers (+141%), 798,000 Women 25-54 viewers (+83%), 704,000 Adults 18-34 viewers (+337%) and 542,000 Women 18-34 viewers (+299%), according to Nielsen Media. Dance Moms averaged a 1.8 Household rating, a 125% increase from season one premiere. With a median age of 37, Dance Moms is Lifetime’s youngest skewing series. Since its premiere last July, it has been viewed by more than 60 million viewers across all platforms, including linear, online and VOD.
Online, Dance Moms continued to build momentum on myLifetime.com, with last night’s premiere driving 187,000 unique visitors to the show’s minisite, more than any Lifetime premiere on record, per Omniture.
Once again set in Pittsburgh’s renowned Abby Lee Dance Company, owned and operated by the notoriously demanding and passionate Miller, Dance Moms follows children’s early steps on the road to stardom and their doting mothers who are there for every rehearsal, performance and bow…all under Miller’s discerning eyes. Presenting a powerful cast of characters that continues to inspire water-cooler talk across the country, the show immerses itself in the highs and lows surrounding dance competition season, delivering a captivating and dramatic look at the cast’s intense pursuit of National Dance titles. Centered on the devoted Miller, who runs her school with an iron tap shoe as she instructs her young, talented students while also dealing with impassioned mothers who go to great lengths to help their children’s dreams come true, Dance Moms will continue to pose the tough questions many people have been asking since the show’s launch about what really goes on behind-the-scenes in the fast-growing and controversial sport of competitive dance. The program is produced by Collins Avenue.
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