E! Not 'Hurting' With Oscars Coverage3/08/2010 3:54 PM Eastern
It wasn't just a big night at the Oscars for The Hurt Locker: E! scored gains for its pre- and post-event coverage of Sunday's Academy Awards ceremony.
E!s Live from the Red Carpet: The 2010 Academy Awards on March 7 averaged 3.5 million viewers from 6 p.m.-8 p.m. (ET), 5% more than the network's coverage of the 2009 event, according to Nielsen data.
LRC also notched a 6% increase to a 2.7 household ratings and an 8% advance to a 1.69 rating against adults 18 to 49.
Leading into LRC, E!'s four-hour Countdown to the Red Carpet: The 2010 Academy Awards from 2 p.m.-6 p.m. averaged 725,000 viewers, up 12% over last year's Countdown coverage. Countdown to the Red Carpet also posted significant gains with both key demos: up 43% among adults 18 to 34 and 33% with adults 18 to 49 over last year's show.
Wrapping things up, the E!'s After Party: 2010 Academy Awards from midnight to -1:30 a.m. averaged nearly 850,000 viewers, a 61% surge over last year's performance, with persons 18 to 34 and 18 to 49, ahead 32% and 34%, respectively.