Lifetime Television's All-New Comedic Drama 'Drop Dead Diva' Posts Network's Highest Premiere Ratings Across Key Demographics Since 2007 Debut of Army Wives
ARMY WIVES Builds Audience, Garnering Season High Among Women 25-54
LOS ANGELES, July 13 -- Lifetime's new one-hour comedic drama series, Drop Dead Diva, became the Network's highest-rated original drama series debut across key demographics since the June 3, 2007, launch of the hit drama Army Wives. The July 12, 2009, premiere of Drop Dead Diva averaged a 1.6 rating, a 148% increase from the 9:00 PM time period's prior four-week average, among the highly coveted advertiser demographic of Women 18-49 and a 1.9 among Women 25-54, a 158% increase from the prior four week average. In Households, Drop Dead Diva scored a 2.2 rating, up 103% from the prior four week time period and averaged more than 2.8 million total viewers, a 129% jump from the prior same four weeks.
The 2007 debut episode of Army Wives secured a 2.1 rating in Women 18-49 rating, 2.3 in Women 25-54 and 2.8 Household rating, averaging over 3.4 million total viewers. The show is the highest rated series in Lifetime history, and one of the top rated dramas for women on basic cable. Last Sunday's July 5 episode of Army Wives was the number two rated telecast among all basic cable in Women 18-49 for that week.
Last night's episode of Army Wives, which followed Drop Dead Diva's premiere at 10:00 PM, delivered a 2.3 rating in Women 18-49, up 7% from its season-to-date average and generated a 2.7 rating in Women 25-54, the highest in that demo this season, up 12% from its season-to-date average. Army Wives earned a 3.0 Household rating, up 4% from the season-to-date average and drew more 3.8 million total viewers, up 11% from its season-to-date average.
ABOUT DROP DEAD DIVA
When beautiful-but-vapid model wannabe Deb (Brooke D'Orsay) has a fatal car accident, she suddenly finds herself in front of Heaven's gatekeeper, Fred (Ben Feldman), who declares her a self-centered "zero." Outraged, she attempts to persuade Fred to return her to her shallow existence but is accidentally relegated to the body of the recently deceased Jane Bingum (Brooke Elliott). A brilliant, thoughtful and plus-size attorney with a loyal assistant, Teri (Margaret Cho), Jane has always lived in the shadow of her more comely colleagues whereas Deb has always relied on her external beauty. Now, by a twist of fate and a bolt of divine intervention, Deb must come to terms with inhabiting Jane's curvier frame in the ultimate showdown between brains and beauty.
Guest stars throughout the first season of Drop Dead Diva include Rosie O'Donnell, Tim Gunn, Liza Minnelli, Paula Abdul, Delta Burke, Sharon Lawrence, Kathy Najimy, Nia Vardalos, Jorja Fox, Teri Polo, Elliott Gould, Chuck Woolery and Diedrich Bader.
Drop Dead Diva is produced by Sony Pictures Television for Lifetime Television. Through his Osprey Productions, Josh Berman (Bones, CSI: Crime Scene Investigation) is creator and executive producer. Craig Zadan and Neil Meron (Academy Award-winning Chicago, Hairspray, Lifetime's Living Proof) of Storyline Entertainment are executive producers. Alex Taub (Eli Stone) is executive producer and show runner and David Petrarca (Brothers and Sisters) is a director and executive producer. Thania St. John (Eureka) is a consulting producer as are the team of Jeanette Collins and Mimi Friedman (Big Love).
ABOUT SONY PICTURES TELEVISION
Sony Pictures Television is one of the television industry's leading content providers. It produces and distributes programming in every genre, including series, telefilms, theatrical releases and family entertainment around the world and for every platform: broadcast and cable television, first-run and off-network syndication and digital distribution. In addition to one of the industry's largest libraries of feature films and television shows, SPT boasts a current program slate that includes the top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms. Internationally, SPT is a leader in local language productions around the world, some of which are co-produced with local partners and sells SPE-owned formats in approximately 70 countries. To better serve its clients and partners worldwide, SPT maintains offices throughout the world, including Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Korea, Mexico, the Netherlands, the People's Republic of China, Russia, Singapore, Spain, Venezuela and the United Kingdom. SPT's worldwide television networks portfolio is a key strategy in SPE's long-range commitment to the global marketplace, with 114 channel feeds, which are available in more than 130 countries reaching almost 400 million households worldwide. SPT also creates original content for and manages SPE's premium video website, Crackle. Additionally, SPT is a part owner of cable channel GSN, FEARnet, the premier horror/thriller website and VOD service, and national media sales company ITN Networks, Inc. SPT advertiser sales is one of the premiere national advertising sales companies, handling the commercial inventory in SPT's syndicated series as well as in all of SPE's digital businesses in the United States, for Sony Music Entertainment and for the Tennis Channel. SPT (www.sonypicturestelevision.com) is a Sony Pictures Entertainment company.
ABOUT LIFETIME TELEVISION
Lifetime is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (which includes myLifetime.com, LMN.TV, Lifetime Games, Roiworld.com, DressUpChallenge.com and MothersClick.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.