WE tv's original docuseries Tamar & Vince recorded strong viewership and demo numbers with its second-season premiere.
Tamar & Vince -- a spinoff of the network's Braxton Family Values, the show's second season tracks the life of recording artist Tamar Braxton and her husband/manager Vince Herbert, who also reps Lady Gaga, as she prepared for the launch of her new album "Love and War" and their newborn, Logan -- delivered 1.2 million viewers for its Sept. 5 debut at 9 p.m., according to Nielsen live +3-day measurement. That total included 668,000 women 18 to 49 and 623,000 women 25 to 54.
Those figures represented respective gains of 34%, 46% and 30% over the show’s first-season averages.
“Toni was the best known of the sisters for her musical career, but Tamar was the breakout star of Braxton Family Values,” said WE tv president and general manager Kim Martin in an interview. “Like many youngest siblings, Tamar has a big personality. She is not afraid to speak her mind. On top of that, she’s extremely talented, and an extremely hard-worker. A strong work ethic is the secret to success in life, so Tamar really backs things up.”
As the new Tamar & Vince season arrives,"Love and War" has reached No. 1 on both the Billboard and iTunes R&B Albums charts. Selling over 114,000 copies, the album also claimed the second spot on the Billboard Top 200, marking the year's highest debut for a female R&B artist.
Martin said WE tv and Epic/Streamline, Tamar’s record label, worked to match up the series’ sophomore season bow with the album’s release. “We talked about the dropping of the album to coincide with the launch of the show,” she explained. “We worked together with Epic to maximize promotion.”
Publicity will keep popping. Tamar is ready to roll as the opening act on John Legend’s fall “Made to Love” tour. Moreover, she will release her first Christmas album -- a mix of original compositions and standards, according to Martin -- on Oct. 22.
The network is also running the “Get Your Life” sweepstakes for consumers throughout the Tamar & Vince's second season, with the winner receiving a pampered trip for two to LA.
During its 10-episode rookie run that began last Sept. 20, Tamar & Vince, which aired alongside Braxton Family Values, cumed some 5.6 million viewers and ranked as the top show on Thursdays. This year, the 12-episode second season is now leading Thursday nights for WE tv.
On Sept. 5, that put the show up against the start of the NFL season, as 25.1 million watched Peyton Manning’s Denver Broncos bludgeon the defending Super Bowl champion Baltimore Ravens. Martin pointed out that about 30% of the series’ audience composition is male, but there are “a lot of women who are football fans, especially for the season opener.”
As such, Martin is hopeful that Tamar & Vince will build during its second campaign, and continue to fuel the audience fire for WE tv. She said the network’s viewership has grown 28% in 2013, aided by strong performances by Marriage Boot Camp: Bridezillas and L.A. Hair, which have both renewed for new seasons, as well as David Tutera Unveiled, Mary, Mary and Braxton Family Values.