[04/06/10 - 12:44 PM]
Oxygen's Hit Show "Tori & Dean: Home Sweet Hollywood" Scored Series Highest Premiere Ever in Key Network Demos
Oxygen spins the numbers for Monday, April 5.

[via press release from Oxygen]


www.OxygenLive.com, Real Time Water Cooler, Records Double Digit Growth for a Series Premiere Day;

Online & Mobile Sites See Best Premiere Day Ever

NEW YORK - April 6, 2010 - Last night's season five premiere of Oxygen's "Tori & Dean: Home Sweet Hollywood" became the series' most watched season premiere among key demos, W18-34, W18-49, A18-49 and total viewers, according to Nielsen Media Research. Anchoring Oxygen's all-new Mondays of original programming this season, "Tori & Dean: Home Sweet Hollywood" season five premiere also became Oxygen's highest Monday Season premiere among W18-34 and W18-49.

Monday's premiere averaged 554,000 A18-49, 436,000 W18-49, 216,000 W18-34, 273,000 A18-34 and 816,000 total viewers. Compared to the season four premiere in May 2009, the "Tori & Dean: Home Sweet Hollywood" season five premiere was up +3% among A18-49, +3% among W18-49, +6% among W18-34, +10% among A18-34 and up +7% among total viewers.

The night also marked the kick off to the amped up real time water cooler experience, www.OxygenLive, with an all-new three-screen experience. During the premiere, Tori Spelling and Dean McDermott chatted and tweeted as well as joined fans via live video for the first time -- before the show, during breaks and after the show to talk about the episode. Compared to the OxygenLive launch with "Bad Girls Club" in December 2009, last night's OxygenLive's unique visitors were up +33%.

Versus the season four premiere day, mobile users turned out in force on Monday with a 21% increase in page views on the "Tori & Dean" showsite on wap.oxygen.com, Oxygen's mobile site. Additionally, the Oxygen wap site recorded its best "Tori & Dean: Home Sweet Hollywood" premiere day ever with a +158% increase compared to season four premiere day.

"Tori & Dean: Home Sweet Hollywood" returned to Oxygen for season five on an all-new night of original programming, Mondays at 10 p.m. ET/PT. This season Tori and Dean take a fun-filled road trip across America, giving an even closer look into the Spelling-McDermott family, including precious moments with Liam and Stella. The cross-country trip sets the season up for an intimate portrayal of the up's and down's of Tori and Dean's relationship, and how it ultimately affects their family.

Source: Nielsen Explorer, LS data.

Source: Omniture SiteCatalyst, Oxygen.com and Oxygen Mobile S5 (4/5/10) vs. S4 (5/26/09)


Oxygen Media is a multiplatform lifestyle brand that delivers relevantand engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including "Bad Girls Club," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging the modern young woman, wherever they are, with popular features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 75 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Oxygen Media is a service of NBC Universal.

  [april 2010]  


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