HGTV Builds With 'First-Time Home Buyers' Block

Net Notches Demo Gains With Stripped Hour Of My First Place, Property Virgins

MCN Staff -- Multichannel News, 11/7/2009 9:20:00 AM

HGTV continues to connect with viewers interested in first home purchases.
The network's "First-Time Home Buyers' Hour" notched its best performance to date among adults 18 to 49 during October. The stripped block, comprising My First Place and Property Virgins, averaged scored a 33% gain against that demo in its 8 p.m. to 9 p.m. weeknight time slot, and posted 25% gains against other key demos, according to network officials. The block launched in May.
During the week of Oct. 26 through Nov. 2, the First-Time Home Buyers' Hour delivered a 1.07 household rating overall and 0.45 mark against persons 25 to 54, delivering its best performance season-to-date with the latter group. All key demographics saw growth compared to the previous week, with persons 25 to 54 and 18 to 49 ahead 22% and 17%, respectively.
"My First Place and Property Virgins are both produced in a fresh, authentic style that lets the viewer become a fly on the wall and accompany these first-time home buyers on their journey," said HGTV president Jim Samples in a statement. "The First-Time Home Buyers' Hour is a perfect anchor to HGTV's primetime, bringing younger viewers to our air and then inviting them to stay."