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IN ITS PREMIERE WEEKEND, MORE THAN 19 MILLION VIEWERS
TUNE IN* FOR MISS AMERICA
LOS ANGELES, CA – After tallying the final numbers, more than 19.2 million people watched* TLC's telecast of the 2008 Miss America LIVE pageant over three airings, the original live airing and two repeat airings. Miss Michigan, Kirsten Haglund, won the crown.
In its first airing on TLC, the program claimed the #1 spot on cable Saturday night among females between the ages of 18-34, increasing 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 7 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, president and general manager, 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.”
“The durability and relevance of an American icon was dramatically demonstrated Saturday night though our new partnership with Angela Shapiro-Mathes and TLC. The resurgence of “Miss America” has only just begun. It is the stuff dreams are made of,” stated Sam Haskell, III, Chairman of the Board of the Miss America Organization.
The Miss America Organization and TLC have a three-year deal for the Miss America pageant. Broadcast live from Planet Hollywood Resort & Casino in Las Vegas, the Miss America LIVE! pageant was produced by Tall Pony Productions for TLC. Miss America 2008 Kirsten Haglund was crowned and will serve as the Goodwill Ambassador for the Children’s Miracle Network.
About TLC
TLC's innovative hit series include perennial fashion favorite What Not to Wear; Little People Big World; Miami Ink and the successful spin-off LA Ink. The channel defined home design with Trading Spaces and continues to reinvent the genre with Property Ladder, Flip That House and Moving Up. TLC's daytime lineup includes the Emmy Award-winning A Baby Story as well as Take Home Chef, featuring one of People Magazine's Sexiest Men, Curtis Stone. In January, the channel launched Miss America Live and multi-part companion reality series, and relaunched the hit franchise Trading Spaces. The channel is available in more than 96 million homes in the US, nearly 8 million homes in Canada and through the website at www.tlc.com.
About Miss America
The Miss America Pageant - and the scholarship program itself - is among the most enduring endeavors in modern American history. From its humble beginnings as a "bathing beauty'" contest in the 1920s, the Miss America Organization today 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, helping young women all across the country to reach their dreams and goals. For more information, go to www.missamerica.org.
*P2+ cume. 1 minute qualifier. 75% unification.
Source: Nielsen, Live+Same Day.
Editor's Note: For contrast, last year on TCM, reached 7.2 million over 2 airings the premiere weekend.
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