VH1 Primetime Ratings "Spring" Up 33% Among Adult 18-49 Viewers In April
April's Milestone Marks VH1's 11th Consecutive Month of Year-Over-Year Primetime Growth in Network's Target Adult Demo
April Was Also the 10th Month VH1 Ranks as #1 Non-Sports Cable Network Among Women 18-49 on Monday Nights
"Mob Wives" Drives VH1 Year-To-Date as #1 Cable Network Among Women 18-34 in the Sunday 8 PM ET/PT Timeslot
NEW YORK, May 1, 2012 -- VH1 primetime ratings continued to grow significantly in April, averaging a .4 in the adult 18-49 demo - a +33% increase compared to the same month last year. The network's April performance marks VH1's 11th consecutive month of year-over-year primetime ratings growth in its target adult 18-49 demo.
Total viewer primetime impressions (P 2+) throughout April 2012 on VH1 averaged 593,000, up +32% from the average in April 2011. In addition, primetime viewers in the P18-49 demographic averaged 400,000 in April, up +41% from April 2011.
For the tenth month in a row, VH1 was the #1 non-sports cable network among women 18-49 on Monday evenings in April. This milestone was driven by new seasons of "Basketball Wives" and "La La's Full Court Life" and the freshman reality series "Styled By June."
In addition, VH1 series and specials including "Mob Wives," "Basketball Wives," "Behind the Music" and "Stevie TV" generated major social media buzz hits, resulting in multiple trending topics on Twitter and significant upticks in Facebook page "likes." For example, "Behind the Music: Aaliyah" trended as the #1 most social show on its premiere night among non-sports cable networks. Also, the "Behind the Music" premieres of Nas and Brandy were the #2 and #3 the most social non-sports cable programs of the night, respectively.
Specific VH1 ratings highlights for April include:
"Basketball Wives" averaged 1.3 in the key adult 18-49 demographic and a total of 1.9 million total viewers for premiere episodes in April.
"La La's Full Court Life" second season averaged a 1.1 in the adult 18-49 demo (up +38% from season 1) and 1.6 million total viewers (up +33% from season 1) for premiere episodes in April.
Debut episodes of the new series "Styled By June," based on the life of stylist-to-stars June Ambrose, averaged a .8 in the adult 18-49 demo and averaged 1.1 million total viewers for premiere episodes in April.
"Mob Wives" averaged .9 in the adult 18-49 demo (up +13% from season 1) and a total of 1.4 million viewers for premiere episodes in April. Also, year-to-date "Mob Wives" has driven VH1 to score the title of the #1 cable network among women 18-34 in Sunday 8 PM ET/PT time period across all cable networks.
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VH1 connects viewers to the music, artists and pop culture that matter to them most with TV series, specials, live events, exclusive online content and public affairs initiatives. VH1 is available in 99 million households in the U.S. VH1 also has an array of digital channels and services including VH1Classic, VH1 Soul, VH1.com and VH1 Mobile. Connect with VH1 at VH1.com.
*All times ET/PT
Source: Nielsen Media Research March 26, 2012 - April 29, 2012
All data based on Live + Same Day ratings