November 29, 2012

VIEWERSHIP FOR LIFETIME CONTINUES TO GROW

Network Logs in Strongest November-to-November Growth among Key Demographics in Nearly Two Decades

 

LOS ANGELES, CA (November 29, 2012) – Viewership for Lifetime continued to grow during the month of November, marking double digit jumps and the network’s strongest November-to-November growth among the key demographics in nearly two decades.

Among Adults 25-54, Lifetime posted a +18% increase vs. November 2011, the best year-to-year growth in eight years, while it was up +25% in Women 18-49, +22% among Adults 18-49 and +20% with Women 25-54 – a network best for all three demos in 17 years, according to Nielsen Research.  Lifetime also made significant jumps in rankings during November, including ranking #9 among Women 25-54 (vs. #14 last year), #11 in Women 18-49 (vs. #18); #19 with both Total Viewers and Adults 25-54 (vs. #24); and #21 among Adults 18-49 (vs. #26).

Supported by last Sunday’s premiere of the Lifetime Original Movie Liz & Dick, Lifetime was the November’s top cable network for movies in total day among Women 25-54.  Liz & Dick was the number one original cable movie of the month among Total Viewers, Adults 25-54, Women 25-54, Adults 18-49, Women 18-49, Adults 18+ and Women 18+.  It was also November’s number one primetime movie telecast among Total Viewers, Women 25-54, Women 18-49, Adults 18+ and Women 18+.

Year-to-date, Lifetime is continuing to pace ahead of 2011, registering a +16% increase in Women 18-49, its strongest year-to-year jump in 14 years; +10% in Adults 18-49, a network best in 11 years; +9% among Women 25-54, Lifetime’s strongest in a decade; and +4% in Adults 25-54, a best in seven years.  Lifetime is ranking #5 YTD among Women 25-54 (vs. #9 last year), #6 with Women 18-49 (vs. #12), #14 in Adults 25-54 (vs. #17), #17 in Adults 18-49 (vs. #22) and #16 among Total Viewers (vs. #19).  Among the top 10 basic cable networks, Lifetime is the second fastest growing with Women 18-49.  Lifetime’s YTD median age of 48 is its youngest in 16 years.

Lifetime’s YTD highlights include:

  • Lifetime is the #1 basic cable network for original movies in 2012 YTD among Total Viewers, Adults 25-54, Women 25-54, Adults 18-49, Women 18-49, Adults 18+ and Women 18+.
  • Steel Magnolias, Drew Peterson: Untouchable, Abducted: The Carlina White Story and Liz & Dick are the #1, #2, #3 and #4 original movie premieres across ad supported cable among Total Viewers, Adults 18+, Women 18+, Adults 25-54, Women 25-54, Adults 18-49 and Women 18-49 (excluding miniseries).
  • Steel Magnolias premiered with 6.5 million total viewers to become Lifetime’s third most-watched telecast ever.  Also, it was the number one movie across ad-supported cable networks with Total Viewers since 2007, with Adults 25-54 since 2006 and with Women 25-54 since 2004 (excluding mini-series).  Steel Magnolias was Lifetime’s best original movie ever with Women 25-54, since 2006 with Total Viewers and since 1995 with Adults 25-54.
  • Liz & Dick was the 4th most watched original ad supported cable movie premiere of the year among Total Viewers, Adults 25-54, Women 25-54, Adults 18-49, Women 18-49, Adults 18+ and Women 18+, behind Steel Magnolias, Drew Peterson: Untouchable and Abducted: The Carlina White Story.
  • Project Runway Season 10 propelled Lifetime to be the #1 cable network in the Thu 9-10:30pm time period among Women 25-54.
  • The season premiere of Project Runway All-Stars Season 2 was the #1 unscripted series across cable in its Thu 9-10pm time period among Women 25-54.
  • 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.  It is Lifetime’s youngest skewing current series with a Season 2 median age of 32 years old, five years younger than Season 1.
  • Abby’s Ultimate Dance Competition has seen steady increases throughout the season among Adults 25-54, Adults 18-49 and Women 18-49. The most recent episode was up vs. the series premiere by +4% among Adults 25-54, +17% among Adults 18-49 and +9% among Women 18-49.
  • The Houstons: On Our Own series premiere was the #1 telecast in its Wed 9-10pm time period across cable among Women 25-54 and Women 18-49.  The Houstons has improved the 2012 YTD Wed 9-10p time period average by +47% among Adults 25-54, +57% among Women 25-54, +33% among Adults 18-49 and +43% among Women 18-49.
  • 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 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 A18-49 and W18-49, 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 +42% with Adults 25-54, +21% with Women 25-54, +38% with Adults 18-49, +19% with Women 18-49 and +36% with Total Viewers.

Last month, Lifetime registered a +16% increase among Women 25-54 and +13% in Adults 25-54, the network’s strongest October-to-October growth for the two demographics in 11 years.  It also posted jumps of +20% among Women 18-49 and +14% with Adults 18-49 vs. October 2011 -- both network bests for the month since 2007.  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.  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.  In Third Quarter 2012, Lifetime registered a +14% increase among Women 18-49 versus Third Quarter 2011, its strongest year-to-year growth for a Third Quarter in 11 years; +9% in Women 25-54, its strongest in a decade; and +5% among Adults 18-49, a 3Q best for Lifetime in 11 years.  Lifetime’s median age of 48 marked 3Q’12 as its youngest Third Quarter in 14 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.  In the Third Quarter 2012, the network posted major growth in viewership versus Third Quarter 2011, including a 14% increase among Women 18-49, +9% in Women 25-54 and +5% among Adults 18-49, marking the third straight quarter Lifetime has registered year-on-year growth among the key demographics.  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.