For a third straight quarter, Lifetime has registered year-on-year growth among the key demographics, according to Nielsen Research. The network posted a +14% increase among Women 18-49 in Third Quarter 2012 versus Third Quarter 2011, Lifetime's strongest year-to-year growth for a Third Quarter in 11 years (3Q 2001, +15%); +9% in Women 25-54, its strongest in a decade (3Q 2002, +14%); and +5% among Adults 18-49, a 3Q best for Lifetime in 11 years (3Q 2001, +18%). Lifetime's median age of 48 marks 3Q'12 as its youngest Third Quarter in 14 years (3Q 1998, 48).
Among the top 10 basic cable networks, Lifetime was the second fastest-growing network among Women 25-54 during the quarter, reaching its highest ranks among Women 18-49 (#3) and Women 25-54 (#4) in eight quarters (since 2Q'10). Lifetime also made great strides among Total Viewers, ranking #14 vs. #18 in 3Q'12, Adults 18-49 (#14 vs. #17) and Adults 25-54 (#13 vs. #14).
As Lifetime further expands its programming slate featuring original dramas, unscripted series and movies, year-to-date it is pacing ahead of 2011-YTD +15% with Women 18-49, the strongest year-to-year growth for Lifetime in 14 years (1998-YTD, +17%); +8% among Women 25-54, the strongest in 10 years (2002-YTD, +21%); +8 with Adults 18-49, also a 10-year best (2002-YTD, +9%); and +3% with Adults 25-54, the strongest in 7 years (2005-YTD, +6%). Lifetime's YTD median age of 48 is its youngest median age in 12 years, since 2000-YTD (48).
Lifetime's YTD highlights include:
· Project Runway Season 10 is the #1 unscripted cable series on Thursday night (8-11pm) with Women 25-54, Women 18+ and Women 2+ (excluding sports).
· Dance Moms season 2 was the #1 unscripted cable series in its Tuesday 9-10pm time period among Women 18-49 and Women 2+. Season 2 over-delivered season 1 by +69% with Adults 18-49, +72% Women 18-49, +64% with Adults 25-54 and +66% with Women 25-54. Dance Moms is Lifetime's youngest skewing current series with a Season 2 median age of 32 years old, five years younger than Season 1.
· Army Wives and Drop Dead Diva launched Lifetime to the #1 cable network on Sundays 9-11pm among Women 25-54.
· Army Wives Season 6 was the #1 ad-supported cable series in its premiere time period among Women 18+. YTD it ranks as a top 5 ad-supported cable drama among Women 18-49 (#5).
· Drop Dead Diva 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+.
· The Client List delivered Lifetime's strongest freshman season for an original series since Drop Dead Diva (Jul-Oct 2009) 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 Jun-Aug 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 daypart by +44% with Adults 25-54, +21% with Women 25-54, +40% with Adults 18-49, +19% with Women 18-49 and +37% with Total Viewers.
· Lifetime has the top 5 original basic cable movies among Adults 25-54 and Women 25-54, and 4 of the top 5 original basic cable movies among Adults 18-49 and Women 18-49 (excluding miniseries).
· Drew Peterson: Untouchable is the #1 movie telecast across cable among Total Viewers, Adults 18+, Women 18+, Adults 25-54, Women 25-54, Adults 18-49 and Women 18-49 (excluding miniseries).
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. In addition, the quarter marked the first time Lifetime had posted 1Q year-on-year growth for Adults 25-54, Women 25-54 and Women 18-49 in seven years.
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. Among Women 18-49, Lifetime also marked its strongest 2Q growth in a decade, while its primetime median age of 48 was its youngest for 2Q in 12 years.
ABOUT LIFETIME
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.
Lifetime Television(R), LMN(R), Lifetime Real Women(R) and Lifetime Digital(TM) 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.
Comments
To post a comment, you must
register and
login.
