Lifetime's 'Drop Dead Diva' Debuts Solidly

Dramedy Marks Network's Best Original Series Bow Since 'Army Wives'

Mike Reynolds -- Multichannel News, 7/13/2009 4:47:41 PM

Lifetime Television's Drop Dead Diva began its run as the network's highest-rated original drama since Army Wives began marching two years ago.
Drop Dead Diva notched a 2.2 household rating and 2.8 million total viewers in the 9 p.m. hour, according to Nielsen fast national data, during its July 12 premiere. The series opener averaged 1.6 and 1.9 ratings against women 18 to 49 and women 25 to 54, according to network officials. (Click here for a look at the first episode.)
Measured against the prior four-week time period average, Drop Dead Diva delivered a 103% improvement in total viewers, a 148% gain among women 18 to 49 and a 158% advance against women 25 to 54.
All told, these were Lifetime's best new original series marks since Army Wives bowed on June 3, 2007 to a 2.8 household rating, 3.4 million total viewers and 2.1 and 2.3 ratings against the aforementioned demos.
Army Wives, which is the highest-rated series in Lifetime history, averaged a 3.0 household rating on July 12 at 10 p.m., up 4% from its third-season average-to-date, and 3.8 million watchers, 11% above its season-to-date average.
On the demo beat, Army Wives' July 12 installment delivered a 2.3 rating with women 18 to 49, up 7% from season-average so far, and a 2.7% against women 25 to 54, up 12% from its season-score.