'Army Wives' Takes 22% Viewer Hit With Third-Season Debut


Lifetime's third-season premiere of Army Wives didn't march in front of nearly as many viewers as the start of its sophomore campaign.

The series averaged 3.48 million viewers during its June 7 premiere in the 10 p.m. hour, according to Nielsen Media Research data, down 22% from 4.5 million on June 8, 2008.
Last night's show did deliver a 2.4 rating against Lifetime's target audience of women 18 to 49, the most for any cable drama premiere thus far in 2009, according to network officials.
Sunday's episode grew half hour-to-half hour among women 18 to 49 (1% to 1.37 million from 1.36 million) households (3% to 2.94 million from 2.85 million) and persons 2+ (2% to 3.51 million from 3.44 million).