Big crowd but no record for Lance
Oprah's interview with Armstrong averages 3.2 million
January 18, 2013
The most-hyped program in the history of the Oprah Winfrey Network did not set a new viewership record for the network Thursday night, or at least not the one most people thought it would.
“Oprah and Lance Armstrong: The World Exclusive Part 1” still drew the second-biggest audience in OWN’s two-year history and became the most-watched show on the channel across the three major male demographics.
“Lance” averaged 3.2 million total viewers at 9 p.m., according to Nielsen, second in OWN history to Winfrey’s interview of the late Whitney Houston’s family weeks after her death, in March of last year. That telecast averaged 3.5 million viewers.
Though OWN usually skews heavily female, “Lance” drew a large male audience. The special, which airs its second part tonight at 9 p.m., drew 1.88 million men 25-54, 1.59 million men 18-49 and 980,000 men 18-34.
“Lance” drew an additional 1.1 million viewers for a repeat of the program at 10:30 last night, bringing the total audience over the two episodes to 4.3 million.
The numbers were obviously very good for OWN, and the special drew a huge amount of publicity to the fledgling network.
But many had expected even bigger viewership given the buzz going into last night.
Winfrey appeared on “CBS This Morning” earlier this week to hype the show, and the chat blew up on Twitter, where more than half the trending topics were Armstrong-related throughout the special.
That may be a reminder that high engagement on social media doesn’t necessarily mean big ratings.
Still, Winfrey’s network no doubt reached a lot of people who hadn’t seen it yet, or even those who’d never have reason to tune there at all.
OWN targeted them with special TV promotions that highlighted several network shows within one commercial pod in hopes of enticing viewers with a diversity of interests.
It will be weeks until it’s clear if the promotions paid off.
Tags: audience, history, lance armstrong, lance armstrong oprah winfrey, lance armstrong ratings, lance oprah ratings, lance own ratings, oprah winfrey lance armstrong, oprah winfrey network, own, people, tv, viewers, viewers lance oprah, viewers lance own, whitney houston, winfrey
Though down, ‘This Is Us’ reigns again on Tuesday
Obama farewell address tops the week in social TV
The scoop on Megyn Kelly’s new gig with NBC
Putting a firm number on how many are cord cutting
New doubts about Pandora as big layoffs loom
Here’s a first: Local ads in Super Bowl stream
Coming at you: Media Life’s digital radio series
The rescue of Univision: Chance to get back its mojo
For History, deploying a drama about tough guys
Tell us: What will be the big media stories of 2017?
Infographic: A look at Australians’ changing radio habits
Landlines are totally passé: Less than half have ’em
For the NYT, a future of more multimedia and more Trump
- Mike Long, Arlene Bae and Sara Wallace join FCB West
- Marco Bailetti and Shawn DosSantos join GALE
- Danielle Pak becomes director of communications planning at Zambezi
- Max Kislevitz becomes brand director at Battery
- Laura Roberts becomes VP of business development at SGK
- Isaac Lee becomes chief content officer at Univision and Televisa
- Lee Zellweger rises to publisher at Reader's Digest
- Lester Holt hosting ASME's annual Ellie Awards
- Cyrus Farrokh becomes international president at Propagate
- Bill O'Reilly interviewing Donald Trump on Super Sunday
This week’s top-rated movies, songs and books
This week’s broadcast ratings
This week’s cable ratings
This month’s digital traffic data: November 2016
This week’s daypart ratings
Orlando agency looking for a media planner/buyer
Freelance media planner/buyer available
Junior media planner/buyer position in Minneapolis-St. Paul
Media sales coordinator opening in New York
Freelance media buyer available