'Prime Time' Primes Oxygen


The premiere Deion & Pilar: Prime Time Love garnered the largest audience ever for the debut of an Oxygen series.

The April 15 debut attracted 579,000 total viewers in the 10:30 p.m. half hour, according to Nielsen Media Research data. That performance was the most ever for an Oxygen series start, according to network officials, who almost said it was the most-watched premiere among such key demos as women 18 to 34 (250,000), persons 18 to 49 (438,000) and women 18 to 49 (334,000).

The show, following the lives of former NFL star and Major League Baseball player Deion “Prime Time” Sanders, his wide Pilar and their five kids, also ranked first all-time for the network in the time slot among viewers and the Madison Avenue-coveted 18-to-49 set.

Compared to the prior four weeks, the show improved Oxygen's impressions 61% among 18-to-49 watchers (438,000 from 272,000) and 41% among total viewers (579,000 from 411,000).