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Tyler Perry, 'Dark Girls,' Black Actress Special Help OWN Deliver Best Quarter In Network History

by Tambay A. Obenson
July 2, 2013 4:11 PM
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Tyler Perry's "The Haves and the Have Nots"

Ratings for the broadcast premiere of Dark Girls, as well as the Black Women In Hollywood special that preceded it, are of most interest to me, since this is the first time I'm seeing the numbers. 

Dark Girls drew 1 million total viewers, while the black actresses special that aired immediately before it, also attracted 1 million viewers.

Also, clearly, OWN has the attention of black women, maybe more-so than the network's first year, with shows that continue to rank highly amongst African American women audiences.

Per the press release from OWN... for June, the fledgling network says it scored its best quarter in network history delivering a +32% growth in second quarter 2013 in primetime, making OWN a Top 5 cable network for African American women 25-54.

In addition for the month of June, OWN delivered its best month ever ranked as the #4 network in all of television for African American women (#3 in cable) and #21 of all ad-supported cable networks in the key demo of women 25-54, driven by the network's first scripted series from Tyler Perry The Haves and the Have Nots and Love Thy Neighbor, respectively. 

OWN was the #1 cable network on Tuesday and Wednesday nights (when both new series aired), for AA women 25-54, with both series ranking among the Top 5 original series in primetime in all of television for AA women 25-54.

Key Q2 2013 series highlights include:

· The Haves and The Have Nots (Tuesdays at 9 p.m.) - The first scripted drama on OWN from Tyler Perry premiered May 28 with two back-to-back episodes attracting 1.77 million viewers for the premiere episode at 9 p.m. (1.57 W25-54 rating) building to over 1.8 million viewers for the second episode at 10 p.m. (1.67 W25-54 rating) marking the highest rated series premiere in network history. The series delivered its highest rated episode on June 26 reaching over 1.82 million viewers. Season-to-date the series is averaging 1.44 W25-54 rating and 1.6 million viewers.

· Love Thy Neighbor (Wednesdays at 9 p.m. and 9:30 p.m.) - The first scripted comedy on OWN from Tyler Perry premiered May 29 with two back-to-back half hour episodes. The premiere episode (9 p.m.) scored 1.65 million viewers (1.44 W25-54 rating). The second episode (9:30 p.m.) built to 1.8 million viewers (1.56 W25-54 rating), growing +8% in the network's key demo W25-54 and +9% in total viewers. Season-to-date the series is averaging a 1.01 W25-54 rating and 1.15 million total viewers at 9 p.m. and a 1.11 W25-54 rating and 1.3 million total viewers at 9:30 p.m.

· Oprah's Next Chapter (Sundays at 9 p.m.) - Black Women in Hollywood featuring Phylicia Rashad, Gabrielle Union, Viola Davis and Alfre Woodard on June 23 scored a .94 W25-54 rating and 1 million viewers. It was the highest rated Sunday episode of the series since last fall.

· Iyanla: Fix My Life (Saturdays at 9 p.m.) - The season premiere on April 13 with rapper DMX attracted 1.8 million total viewers with 1.4 million tuning in for the 90-minute premiere from 9-10:30 p.m. and an additional 420,000 viewers for the encore at 12 a.m. The premiere episode was up +22% W25-54 versus its series debut (Sept. 15, 2012 featuring Evelyn Lozada) and built every half hour +27% over the course of the telecast.

· Raising Whitley (Saturdays at 10 p.m.) - The series debut (April 20) garnered a .83 W25-54 rating and 788,731 total viewers.

· Life with La Toya (Saturdays at 10:30 p.m.) - The series debut (April 13) attracted 1.2 million total viewers and a 1.17 W25-54 rating.

· Super Soul Sunday (Sundays at 11 a.m.) - The Daytime Emmy Award-winning series tied its third highest rated episode to date on June 23 featuring Grammy award-winning artist India.Arie (.31 W25-54).

· Dark Girls (Sunday, June 23 at 10:00 p.m.) - The original documentary by filmmakers Bill Duke and D. Channsin Berry was the highest rated documentary premiere in network history scoring 1 million total viewers and a .91 W25-54 rating.

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  • sandra | July 2, 2013 10:23 PMReply

    Does anyone else notice that OWN is using the same tactics as the other starter networks? This black direction was not the original goal. Expect OWN programming to be very different in five years or less.

  • ... | July 3, 2013 10:16 PM

    I thought the same thing Sandra. We shall see ... I really hope OWN doesn't follow that trend, but time will tell ...

  • Dankwa Brooks | July 3, 2013 1:27 AM

    I feel you Sandra, but I think it will be Oprah who sustains the black programs to a certain degree. Her daily show was not the "sell out" lots of black people claims it was. I thought she kept it mixed with black topics and as we are not the end all be all in this world I found this acceptable. I don't like when you totally forget your people. THAT is unacceptable.

  • Dankwa Brooks | July 2, 2013 7:53 PMReply

    In JUNE 2011 at a Cable television conference Oprah said of OWN ""I have committed everything I have to this cable network," Winfrey said. "And I wouldn't bet against me."

    I thought that was the most gangsta shit Oprah ever said and I believe her!

  • ALM | July 2, 2013 7:46 PMReply

    I'm very happy that both "Dark Girls" and the African American actress special did well.

    It is a little disheartening that almost twice as many people watched "The Haves and Have Nots" than watched "Dark Girls", but I digress.

    "Super Soul Sunday" could double or triple its ratings if they would just move the show to a later time slot, or do the re-air around 4 p.m. instead of 1 p.m. cst.

  • JEFTCG | July 2, 2013 6:43 PMReply

    This column is about 10 paragraphs too long.

    Ms. Winfrey's favorite director: Tyler Perry. Nuff said.

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