Over 19.2 million people watched the 2008 Miss America LIVE! pageant from the Vegas strip at the Planet Hollywood Resort & Casino. In tallying the final numbers this afternoon from the original live airing and two repeat airings, the show claimed the #1 spot on cable TV for Saturday night among females between the ages of 18-34.
It increased viewership over 2007 by 90% among viewers ages 18-34, 95% among women ages 18-49, 96% among women ages 25-54 and 88% among women ages 18-34. In addition, the median age for the telecast was 37, nearly seven years younger than the live premiere in 2007 and 14 years younger than in 2006.
“We wanted to re-energize the Miss America brand in a way that made it more relatable to today’s young women,” said Angela Shapiro-Mathes, the president and general manager of TLC. “We worked closely with Sam Haskell and the Miss America Organization to give the pageant a new sensibility that was more reflective of our audience and the amazing response we had to the live broadcast confirms that it resonated with the viewers.” Said MAO Board Chairman Haskell: “The durability and relevance of an American icon was dramatically demonstrated though our new partnership with TLC. The resurgence of “Miss America” has only just begun. Once again it is the stuff dreams are made of.”
TKPN
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