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Coming off the successes of original programming such as “Tori & Dean: Inn Love,” “Snapped” and “The Bad Girls Club,” Oxygen saw its best year ever in primetime among W18-49, W18-34, P18-49 and Total Viewers. Additionally, Oxygen has seen ten consecutive quarters of year-to-year growth for W18-49, W18-34 and P18-49 in primetime.
Oxygen scored impressive gains among young women this year. Primetime impressions for W18-34 increased 34% (59,000) over 2006. Additional Primetime increases were seen for all key demographics: 113,000 W18-49 (+27% versus prior year); 157,000 P18-49 (+23%) and 299,000 P2+ (+19%).
“Oxygen had a great year — achieving a 34% increase in the target demographic (women 18- 34) is a phenomenal accomplishment,” said Lauren Zalaznick, President of Bravo Media and Oxygen Media. “Now with the power of the NBCU family, the potential for growth on all platforms is tremendous.”
Oxygen’s new original series performed well in 2007. “The Bad Girls Club” was Oxygen’s most watched series to date with an average of 358,000 W18-49 viewers. “Tori & Dean: Inn Love,” the network’s second most watched original series, saw an 8% increase over the previous season with 332,000 W18-49.
Returning original series continued to deliver for Oxygen. Most notably, “Snapped” saw its most successful season ever averaging 221,000 W18-49 impressions in season six — an increase of 16% over season five. “The Janice Dickinson Modeling Agency” showed a 24% increase in W18-49 from its freshman season.
In 2007, Oxygen launched the “Who Cares About Girls” initiative – a series of original documentaries. The series gained momentum throughout the year – garnering more impressions with each installment. The premiere of “Daughters Left Behind” averaged 409,000 viewers (P2+) and “Slave Girls of India” averaged 547,000 viewers (P2+). Finally, “Mo’Nique: Behind Bars” was the network’s most watched documentary to date with 712,000 total viewers tuning in for the premiere. Our non-profit partners also saw a spike in donations following each airing.
Oxygen original movies continued to win over viewers and critics. Mary Louise-Parker’s performance as Zenia in the original movie “The Robber Bride” garnered Oxygen’s first Primetime Emmy® nomination and a tune-in of 602,000 total viewers for premiere.
Growth at Oxygen went beyond on-air programming. Oxygen’s digital properties saw a substantial increase of 59% in average unique visitors per month (1.8 million). Page views also saw an increase of 56% to 14.9 million average page views per month.