Marketing

Hot Beach Day for Lifetime

8/02/2005 4:20 AM Eastern

Limited series Beach Girls got off to a hot start for Lifetime Television Sunday night.

The two-hour debut of the six-hour series -- starring Rob Lowe, Julie Ormond and Cloris Leachman in a cross-generational tales of lives and loves in a coastal town -- recorded a 3.2 household rating and some 3.6 million viewers from 8 p.m.-10 p.m., making it the most-watched premiere in the network’s history, according to Lifetime officials.

The start of Beach Girls topped the 3.3 million viewers who tuned in the first episode of Mission Aug. 2, 2003.

Overall, Beach Girls -- which will air new installments Sunday nights in August -- was the highest-rated program July 31 on ad-supported cable, and the installment won its time period among all key distaff demos, including female teens 12-17.

Beach Girls’ bow, coupled with Lifetime Original Movies Murder in the Hamptons (a 4.4 rating/4.8 million viewers) and The Dive from Clausen’s Pier (3.8, 4.2 million), helped the women’s-targeted service to average a 1.7 household mark, a 6% increase over July 2004 and its ninth consecutive month of primetime advances, network officials said.

For the month, Lifetime said it scored a 12% gain among viewers (1.9 million vs. 1.7 million), a 13% increase among women 18-34, 10% among ladies 18-49 and 8% among females 25-54.

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