90-Minute Season Three Premiere of Cultural Phenomenon Grows Double Digits in All Key Demos vs. Summer 2012 Season Premiere
LOS ANGELES, CA (January 2, 2013) – After locking up its strongest year-on-year growth among the key demographics in 10+ years in 2012, the curtain opened on Lifetime’s New Year in true fashion last night when the 90-minute season three premiere of its hit docusoap Dance Moms, starring Abby Lee Miller, hit a series best 2.8 million Total Viewers, a +33% jump versus the program’s Summer 2012 season premiere in June. In the first of 26 episodes this season, Dance Moms also averaged 1.4 million Adults 18-49 viewers (+27%), 1.3 million Adults 25-54 viewers (+45%), 1.1 million Women 18-49 viewers (+26%) and 999,000 Women 25-54 viewers (+41%), with a 1.9 Household rating (+19%), according to Nielsen Research.
Immediately following Dance Moms, the sneak peak of Double Divas, Lifetime’s all-new docuseries offering an eye-opening peek into the world of intimate apparel at Atlanta’s renowned boutique LiviRae Lingerie, averaged 1.5 million Total Viewers. Boasting a hilariously unfiltered cast exuding Southern charm and hospitality, including LiviRae owners and best friends Molly Hopkins, the “boob whisperer,” and Cynthia Richards, the “Thomas Edison” of custom lingerie, as they display their natural talent helping women with any and all intimate apparel needs, Double Divas will premiere with two back-to-back half-hour episodes next Thursday, January 10, at 10:00pm ET/PT, immediately following Project Runway All Stars.
Nominated for a Teen Choice 2012 Award, 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 has inspired 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 and 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 poses 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.
Since the launch of Lifetime’s hit series Dance Moms in summer 2011, Abby and the Pittsburgh moms and girls have become household names and an international celebrities in their own right. Abby has become even more of a world-renowned dance persona, making guest appearances at prestigious dance events across the country, including the Capezio 125th Anniversary Awards. Earlier in 2012, Abby was also nominated for a Logo “NewNowNext” award and Dance Moms was nominated for a “Fan Favorite” Teen Choice Award and for a “Best Candid Reality Show” Tubey Award from TelevisionWithoutPity.com.
Dance Moms’ second season last year was the number one unscripted cable series in its Tuesday 9-10pm time period among Women 18-49 and Women 2+. Season two 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.
The program is produced by Collins Avenue, with Jeff Collins, Michael Hammond, Mike Aho, Bryan Stinson and John R. Corella executive producing, and Robert Caplain and Sara Quick co-executive producing, along with Rob Sharenow, Gena McCarthy, Kimberly Chessler and Stephen Schwartz of Lifetime. A+E Networks handles global sales for Dance Moms.
ABOUT COLLINS AVENUE
Collins Avenue, a premier reality programming producer located in Los Angeles, works in partnership with Content Media Corporation. The London-based global entertainment and media company, with offices in Los Angeles, New York and Toronto, owns and distributes a significant library of film, television and digital assets. Led by prolific reality producer Jeff Collins and represented by WME, Collins Avenue produces many reality and docu-series, including the highly successful Lifetime franchises Dance Moms and Dance Moms: Miami; Animal Planet’s acclaimed American Stuffers; and National Geographic Channel’s recently launched hit American Colony: Meet the Hutterites. Previously, Collins Avenue produced TLC’s Outrageous Kid Parties and, earlier in his career, Collins served as showrunner of A&E’s popular Billy The Exterminator and WE tv's highest-rated series, Bridezillas.
Lifetime is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. In 2012, as a result of its aggressive triple threat programming strategy doubling its amount of original programming spanning scripted dramas, reality series and movies, Lifetime posted its strongest year-on-year growth among the key demographics in 10+ years, while also reaching its youngest median age in 16 years. 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.