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Army Wives Second Season Premiere A Ratings Giant For Lifetime

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Army Wives Second Season Premiere A Ratings Giant For Lifetime

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"Army Wives" returned for its second tour of duty on Sunday, June 8 at 10PM (ET/PT), becoming the most-watched and highest-rated original drama series telecast in Lifetime's 24-year history among households, P2+, W18-34, W18-49, W25-54, and W18+.

The series delivered a 3.7 household rating, 4.5 million total viewers, as well as 3.3 million W18+.

"Army Wives" also averaged 805,420 W18-34 (2.9 rating), 1,963,338 W18-49 (3.5) and 1,966,324 W25-54 (3.65). Last year the drama was the #1 new cable drama among all key women demos.

The "Army Wives" second season premiere is now the highest-rated drama telecast on ad-supported cable in 2008-to-date, among W18-49 and W25-54. Highlights include:

— Among W18-49, the season two premiere jumped 67 percent from last year's series debut.

— The premiere also posted double-digit increases versus the June 2007 season one debut across HH (+28 percent) and other key demos (P2+: +29 percent; W18-34: +61 percent; W18+: +36 percent, and W25-54: +59 percent).

— The season two premiere had double-digit rating gains versus all of season one across HH (+19 percent) and key demos (P2+: +20 percent; W18-34: +38 percent; W18-49: +40 percent; W18+: +26 percent, and W25-54: +35 percent)

— Lifetime Digital properties including myLifetime.com and the "Army Wives" show site recorded the most page views in a day in five years. Traffic increased 106 percent year-to-year for the day.

Said Susanne Daniels, President, Entertainment, Lifetime Networks: "Last summer, 'Army Wives' became a game-changer for the network, transforming Lifetime into the #1 destination for women on Sunday nights. Just when we thought the acting couldn't get more powerful, the writing sharper, the reviews better or the ratings higher, here comes our sensational second season premiere. Thanks to an outstanding cast and creative team, we are poised to once again dominate the water coolers on Monday mornings."

Senator John McCain and Senator Barack Obama taped on-air salutes to "Army Wives" and real military families. Both candidates said they were looking forward to the second season of the series. Clearly America agreed with the next President of the United States.

 

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