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
So, what’s your take on Fox-Time Warner?
For Fox, extra helpings of chef Ramsay
No ‘Jump of the Century’ after all
Cable overnights: ‘Rizzoli’ rises in 18-49s
A college radio fundraiser gone awry
Two more summer shows get the axe
St. Louis: Picking up after a slow start
Won’t you help Jon Stewart buy CNN?
Huge management shakeup at Conde Nast
Lukewarm debut for NBC’s ‘Food Fighters’
This summer’s winners and losers
The future for Forbes and other business titles
Swing and a miss for the British Open
- Shoshana Winter becomes executive planning director at mcgarrybowen
- Danna Castiglia rises to VP of business development at CBS News
- Tim Pastore becomes programming president at National Geographic Channel
- Bill Cox and Walter Naar join Grit and Escape
- Nick Catucci becomes features editor at Billboard
- Paul Cushman becomes chief revenue officer at Dstillery
- Michelle Fairley joins the cast of ABC's 'Resurrection'
- Shemar Moore returning to CBS's 'Young and the Restless'
- Lucy Lawless joins ABC's 'Marvel's Agents of S.H.I.E.L.D.'
- Cast of 'Orange is the New Black' guesting on TBS's 'Conan'
This week’s cable ratings
This week’s broadcast ratings
This month’s new media traffic data
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Digital media planner position in Austin
Media planning supervisor job in New York
Digital media planner opening in Chicago
Assistant media buyer job in Iowa City
Media strategist position in Stamford