TLC HEATS UP JANUARY WITH YEAR-OVER-YEAR INCREASES IN KEY DEMOS
Season Premiere of Cake Boss Delivers 2.4M Viewers
2011 has started strong for TLC with the network's best January Prime delivery among W25-54/18-49 in 6 years. Fueled by strong debuts of new series My Strange Addiction and Police Women Of Cincinnati and new seasons of Say Yes To The Dress and Toddlers And Tiaras, TLC Prime showed delivery increases vs. January 2010 Prime (which featured event programs Miss America Pageant and Brace for Impact: The Chesley B. Sullenberger Story) among W18-34+ (+5%), W18-49 (+3%) and W25-54 (+3%).
For the month, TLC had seven series averaging 1.5 million P2+ viewers or more including Sarah Palin's Alaska, My Strange Addiction, Cake Boss: Next Great Baker, Say Yes to the Dress, Toddlers and Tiaras, 19 Kids and Counting and Police Women of Cincinnati. An additional two series - What Not to Wear and Four Weddings - averaged 1.0 million P2+ viewers or more.
January 2011 rankers:
TLC Prime in January 2011 ranked in the top 10 among ad-supported cable for delivery among Women (W25-54/18-49/18-34).
TLC Wednesday and Friday Prime in January 2011 ranked #2 among ad-supported cable for delivery among W18-34.
TLC Wednesday and Friday Prime in January 2011 ranked #3 among ad-supported cable for delivery among W18-49.
TLC Wednesday and Friday Prime in January 2011 ranked in the top #5 among ad-supported cable for delivery among W25-54.
CAKE BOSS COOKS UP STRONG PREMIERE
Continuing the network's success, the season 4 premiere of Cake Boss on Monday, January 31st averaged a 1.7 HH rating and delivered to an average of 2.4M P2+ viewers, posting double to triple-digit gains in ratings and delivery vs. the prior 6-week Prime premiere average among all key demos (P/M/W25-54, P/M/W18-49, P/M/W18-34, P/M/W35-54, HH and P2+).
The premiere episode featured a visit from celebrity chef Rachael Ray, the team making a cake for The Greatest Show On Earth, and Buddy revealing that his wife is pregnant to his family. Season 4 continues to air Mondays at 9/8c.
The episode was a top-10 ranked telecast in ratings and delivery among P/W25-54 and W18-49; on Monday night, TLC was a top-10 ad-supported cable network in delivery among W25-54 (#5), W18-49 (#6), P25-54 (#7), P18-49 (#9), W18-34 (#9) and P2+ (#9).