via press release:
OXYGEN’S “BAD GIRLS CLUB MIAMI” IS #1 PROGRAM ON CABLE IN W18-34
OUTPERFORMS ABC AND CBS IN KEY DEMO AT 9PM
Most Watched Premiere in Oxygen History in all Key Demos Draws 1.34M Viewers
NEW YORK, August 4, 2010 – The debut of the hit series “Bad Girls Club Miami” smashed ratings records to become the biggest premiere ever in Oxygen history, according to Nielsen Media Research. The drama-filled premiere of season 5 broke all previous premiere records, both in the “Bad Girls Club” franchise and in network history, across all key demos, 487,000 W18-34, 691,000 W18-49, 623,000 A18-34 and 911,000 A18-49. Additionally, it became the most watched Oxygen telecast in the 9 PM hour and in the key demo of W18-34, and outperformed all other cable networks, along with ABC and CBS.
Another factor in the night’s success was the premiere of OxygenLive TV, Oxygen’s re-imagined live television experience that, for the first time ever, combined social media giants Facebook and Twitter with program content. Fans experienced OxygenLive TV in the last two acts of last night’s premiere and again in its 10 PM ET/PT encore at key moments throughout the episode.
Oxygen’s digital platforms outperformed prior online activity with relaunched www.Oxygen.com and www.OxygenLive.com sites, which include several new social elements. The “Bad Girls Club” showsite on Oxygen.com was Oxygen’s best premiere day ever in daily uniques, page views and video streams. Premiere day traffic on the showsite increased over the prior season premiere, (up +67%) in unique visitors, (up +37%) in page views and (up +54%) in video streams. OxygenLive.com, Oxygen’s real-time watercooler companion, increased in unique visitors during last night’s premiere (up +257%) compared with last year’s “Bad Girls Club” premiere (15K vs. 4K). The site also improved (up +36%) versus the most recent “Bad Girls Club” OxygenLive experience that took place on 3/23/2010..
Year-to-date, 2010 is pacing to be Oxygen’s highest year ever among W18-34, W18-49, A18-34, A18-49 and total viewers. Across prime, Oxygen claimed 93,000 W18-34 (up +1%), 177,000 W18-49 (up +1%), 122,000 A18-34 (up +3%), 240,000 A18-49 (up +4%) and 468,000 total viewers (up +10%), versus last year. Year to date, Oxygen.com is pacing to have its best year ever in monthly unique visitors and video streams. To date, Oxygen.com is averaging 811K monthly uniques, (up +27%) from the same weeks last year and averaging 2.0 MM video streams, (up +13%) from the same weeks last year.
The franchise was last season’s best performing series ever in network history, with some telecasts averaging three million viewers. “Bad Girls Miami” features a new set of feisty femmes who take to the beaches of Miami and live together with similarly explosive personalities — resulting in constant clashing between housemates. Besides hitting the trendy South Beach clubs, these “Bad Girls” take it up a notch — with manipulative backstabbing, in-house love triangles, exotic trips to the Caribbean, unexpected alliances and endless mind games. “Bad Girls Club” is produced by Bunim-Murray Productions.
Source: Nielsen Media Research, BGC Season 5 premiere 8/3/10 vs. BGC Season 4 premiere 12/1/09. YTD = Jan-July 2010 vs. Jan – July 2009. Digital = Omniture SiteCatalyst
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 “Bad Girls Club,” “Dance Your Ass Off” and “Tori & Dean: Home Sweet Hollywood,” the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging the modern young woman, wherever they are, with popular features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 76 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Oxygen Media is a service of NBC Universal.