THE "2007 MISS AMERICA PAGEANT" ON CMT SOARS
WITH YOUNGER AUDIENCE
MISS AMERICA PAGEANT REACHES 7.2 MILLION VIEWERS*
IN PREMIERE AND ENCORE TELECAST
"PAGEANT SCHOOL" SPECIAL WAS SAMPLED BY OVER 16 MILLION VIEWERS** ACROSS TEN PLAYS ON CMT, VH1 AND MTV
NASHVILLE - January 31, 2007 - The 2007 MISS AMERICA PAGEANT, which premiered live on CMT Monday, January 29 from 8:00-10:00 p.m., ET/PT, drew a significantly younger audience, increasing its P18-24 audience by 257 percent. During that time period, CMT placed second in all of cable in the P18-24 demo. The median age for the 8 p.m. telecast was 43 years old, down 8 years from the 2006 Pageant.
The 8 p.m. premiere of the Pageant averaged 2.4 million viewers, making it CMT's most-watched telecast since last year's airing. Cumulatively, the 2007 MISS AMERICA PAGEANT reached 7.2 million total viewers in its two airings on Monday night.
The two-hour contestant special, PAGEANT SCHOOL: BECOMING MISS AMERICA, was seen by over 16 million viewers across ten total plays on CMT, VH1 and MTV. The special was part of an original programming blitz consisting of over nine hours of pageant-related programming designed to drive overall viewership and awareness of the 2007 MISS AMERICA PAGEANT.
In a joint statement, Sarah Brock, CMT executive producer and vice president, production, music and events; and Art McMaster, president and CEO of the Miss America Organization, said: "Introducing the Pageant to a younger audience was one of our primary goals, and we're thrilled to have delivered such a significantly younger audience in the span of just one year. The strategic play of supportive programming across CMT, MTV and VH1, combined with an updated pageant format, stellar marketing effort and the appeal of a host like Mario Lopez, all played roles in appealing to a younger demo. Total viewership will continue to climb as CMT encores the Pageant several times over the next week."
This year's Pageant included viewer voting for Miss Congeniality and Fan Favorites after the Swimsuit, Evening Wear and Talent Competitions. The judges also played a more interactive role than in year's past, contributing feedback and reactions before and after each category. In addition, segments from the never-before-seen judges interviews were also shown offering insight into the judging process and contestant's personalities.
Judges for the 2007 MISS AMERICA PAGEANT included: Debbie Allen (actress, director, producer, choreographer, singer, dancer and multiple Emmy Award-winner), Nigel Barker ("America's Next Top Model"), Michael Feinstein (singer, composer, producer), Chris Matthews (MSNBC's "Hardball with Chris Matthews" and "The Chris Matthews Show") and Susan Powell (Miss America 1981, Discovery Channel's "Home Matters").
The 2007 MISS AMERICA PAGEANT on CMT will encore on Thursday, February 1 at 10:00 p.m.; Friday, February 2 at 4:00 p.m.; Saturday, February 3 at 2:30 p.m. and 9:00 p.m.; and Sunday, February 4 at 6:00 p.m.
Hosted by Mario Lopez, the 2007 MISS AMERICA PAGEANT was produced by Don Mischer Productions and held at the Planet Hollywood Resort & Casino in Las Vegas. Lauren Nelson, of Oklahoma, won the title of Miss America, marking the second consecutive win for the state of Oklahoma.
Miss America 2006 was Jennifer Berry.
CMT.com features photos, videos and bios of the 2007 Miss America contestants, as well as exclusive footage from the preliminary talent competitions on the site's broadband channel, CMT Loaded.
CMT, America's No. 1 country music network, carries original programming, specials, and live concerts and events, as well as a mix of videos by established country music artists and new cutting-edge acts, including world premiere exclusive videos. Founded March 6, 1983, CMT, owned and operated by MTV Networks, reaches more than 83 million households in the United States. Go to country music's biggest web site at www.cmt.com.
The Miss America Organization is one of the nation's leading achievement programs and the world's largest provider of scholarship assistance for young women. Last year, the Miss America Organization and its state and local organizations made available more than $45 million in cash and scholarship assistance. For more information, go to www.missamerica.org.
Visit CMT's press-only web site www.cmtpress.com for more information and downloadable photos on all of CMT's programming.
*Nielsen Media Research (cume P 2+ / 1 minute qualifier)
**Nielsen Media Research (cume P 2+ / 1 minute qualifier); includes 10 airings across CMT, VH1 and MTV.
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