Re-Branded Network Outranks Competition and Jumps +4% among Total Viewers in 2012 vs. 2011, +15% with Women 18-49, +9% in both Adults 18-49 and Women 25-54, and +4% in Adults 25-54; Lifetime Reaches Youngest Median Age in 16 Years
LMN Also Enjoys Year-over-Year Increases
LOS ANGELES, CA (December 18, 2012) – As a result of its aggressive triple threat programming strategy doubling its amount of original programming spanning scripted dramas, reality series and movies, coupled with a major re-brand, Lifetime is set to post its strongest year-on-year growth among the key demographics in 10+ years, while also reaching its youngest median age in 16 years, according to Nielsen Research.
Powered by the popular dramas The Client List, Army Wives and Drop Dead Diva; the unscripted hits Dance Moms, Emmy® Award-nominated Project Runway, Project Runway All Stars and America’s Supernanny; and smash movies Steel Magnolias, Liz & Dick, Drew Peterson: Untouchable and Abducted: The Carlina White Story, Lifetime is anticipated to jump +4% among Total Viewers in 2012 vs. 2011, its strongest growth in seven years; +15% with Women 18-49, its strongest in 14 years; +9% in both Adults 18-49 and Women 25-54, a network best in 11 and 10 years, respectively; and +4% in Adults 25-54, Lifetime’s best year-to-year jump in a decade.
Throughout the year, Lifetime generated four consecutive quarters of growth for Women 25-54, Adults 18-49 and Women 18-49, marking its longest growth streak in at least 10 years and making the network the only top 20 ad-supported cable network to have +1% growth or more all four quarters of 2012.
In addition, Lifetime posted significant jumps in rankings among the key demos, climbing three spots or more in their competitive rank and surpassing a number of other female-focused and general entertainment networks, returning to the top five among Women 25-54 this year for the first time since 2010, jumping to #5 from #9 in 2011. In Women 18-49, Lifetime ranked #6 (vs. #12), making it the second fastest-growing cable network in the demo among the top ten networks and one of only two top ten cable networks to experience year-on-year growth. Among Adults 25-54, it ranked #14 (vs. #17). Lifetime is also the second fastest growing network among the top 20 cable nets with Adults 18-49, ranking #17 (vs. #22).
Lifetime’s median age of 48 for 2012 is three years younger than 2011 and its youngest median age in 16 years, since 1996.
“Lifetime had an amazing year on so many levels,” said Rob Sharenow, Executive Vice President, Programming, of Lifetime Networks. “We’ve aggressively ramped up our original unscripted series, scripted dramas, and movies, and successfully rebranded Lifetime to reflect a more aspirational tone and bolder spirit. All of this has resulted in the audience growth and younger viewership that we’ve been strategically targeting.”
Lifetime’s 2012 highlights include:
Lifetime’s sister network LMN, the number one network in 85 million or less homes among Women, also posted year-on-year growth among multiple demos, including a +4% jump in Total Viewers, the network’s best growth in three years; +4% among Women 25-54, the network’s first year of growth in two years and its second best year ever in the demo; and an increase of +3% in Adults 25-54, a network best in three years, LMN’s third best year ever among Adults 25-54.
Lifetime 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®, 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.