ID Earns Best Quarter Ever in Prime
Investigation Discovery closed March with the best quarter in network history for prime delivery of P2+, HH, P25-54, W25-54, P18-49 and W18-49, moving up six positions (vs. 1Q15) to secure the #9 slot in ad-supported cable for prime delivery of W25-54. Averaging more than 1 million P2+ in prime, ID saw delivery increases in all key demos in both prime and total day. ID has now experienced 29 consecutive quarters of prime audience growth.
Highlights for the quarter included original series Homicide Hunter: Lt. Joe Kenda, averaging close to 2 million P2+ (1.925M); A Crime to Remember (1.68M P2+); Evil Lives Here (1.59M P2+), Barbara Walters Presents American Scandals (1.55M P2+) and On the Case with Paula Zahn (1.39M P2+). In addition, the "instamentary" special Steven Avery: Innocent or Guilty delivered nearly 1.6M viewers P2+.
ID continued to be the #1 network for total day length of tune in all of television - cable or broadcast - for P25-54 and W25-54.
1Q '16 vs. 1Q '15: Primetime Delivery (L+3 Day data)
P2+ +16% (1.073M vs. 928k)
HH +16% (886k vs. 762k)
P25-54 +9% (463k vs. 425k)
W25-54 +11% (301k vs. 272k)
P18-49 +6% (357k vs. 337k)
W18-49 +3% (227k vs. 221k)
March '16 vs. March '15: Primetime Delivery (L+3 Day data)
P2+ +14% (1.006M vs. 885k)
HH +15% (835k vs. 725k)
P25-54 +10% (438k vs. 398k)
W25-54 +12% (284k vs. 254k)
P18-49 +7% (336k vs. 313k)
W18-49 +5% (214k vs. 204k)
Source: Nielsen, 12/28/15-3/27/16, Prime (M-Su 8p-11p), Total Day (M-Su 6a-6a), L+3 Day data, Time Period Based Averages.