Martha Gets Off To Slow Ratings Start On Hallmark9/18/2010 9:42 AM Eastern
Four days into her takeover of Hallmark Channel's daytime block, it's clear that home makeover queen Martha Stewart has a ways to go to win over the network's viewers.
Ratings for the formerly syndicated The Martha Stewart Show on Hallmark averaged 210,000 viewers in its first four days since premiering its sixth season on Sept. 13 at 10 a.m., according to Nielsen. That's down 54% from the 439,000 viewers that tuned into repeats of the off-network sitcom The Golden Girls during the same period last year. Among the network's target female 25-54 audience, the show is down 60% compared to The Golden Girls reruns.
A repeat of the morning episode of The Martha Stewart Show at 5 p.m. averaged 89,000 viewers from Sept. 13 to Sept. 16, down 76% from the 377,000 viewers the time period averaged last year, according to Nielsen. A 4 p.m. repeat of the previous day's The Martha Stewart Show averaged 131,000 viewers, off 63% from the 356,000 viewers for the corresponding four-day period last year.
The fifth season of The Martha Stewart Show averaged 749,000 viewers during its syndication run through this past August.
In a statement, Hallmark Channels president and CEO Bill Abbott said he's supportive of the Stewart brand despite the slow ratings start.
"While the initial ratings were admittedly softer than we anticipated for the debut of The Martha Stewart Show on Hallmark Channel, we could not be more pleased with the quality and content of the program as it begins season six," Abbott said. "Audience migration takes time, especially when a dramatic change is in the mix, and as we have stated before, this is an evolution not a revolution. We remain completely confident that this partnership will be remarkably successful."