MTV Keeps Fist-Pumping With Jersey Shore


Non ad-supported net Disney Channel took second place on the week, delivering 2.43 million total viewers in prime and sweeping each of the kids’ demos. Third place went to History, which posted an average nightly draw of 2.09 million viewers, thanks in large part to its Monday night lineup.

Unscripted hits Pawn Stars and American Pickers continue to electrify History’s deliveries, averaging 7.52 million and 6.62 million total viewers respectively on Jan. 31. In fact, Pawn Stars is approaching Jersey Shore- levels on dominance on Monday nights, beating the pack in its target demo with 4.2 million adults 25-54, while trailing only the GTL crew among viewers 18-49 (3.86 million).

Monday’s dynamic duo helped lead History to a second-place berth among adults 25-54 (1.01 million) and 18-49 (949,000).

On the far end of the week, Discovery Channel has begun carving out a space for itself on Friday nights. The new series Gold Rush: Alaska dug up some 3.66 million total viewers and 2.61 million adults 25-54 in its 10 p.m. slot, improving on its lead-in, Flying Wild Alaska, by 58 percent. Gold Rush was Friday’s most-watched show on basic cable among adults 25-54 and men 25-54.

Last week also saw an uptick in cume events, as Animal Planet once again counter-programmed Sunday’s big game with the Puppy Bowl and Oxygen took the wraps off its first scripted acquisition. The 12-hour Puppy Bowl marathon reached a total 9.2 million viewers, an aggregate that includes a delivery of 1.73 million viewers in the first two hours (3 p.m.-5 p.m.).

On the previous day, Oxygen over a period of 12 hours stripped out six episodes of the Fox musical comedy Glee, reaching a total audience of 10.6 million viewers. On a single-episode basis, the 10 p.m. Installment (“Special Education”) proved to be the biggest draw, averaging 1.08 million total viewers; not far behind that was the 8 p.m. episode (“The Substitute,” 1.07 million). All told, Oxygen averaged 885,000 viewers during its Glee stunt.

On the heels of the marathon, Oxygen is developing a companion unscripted competition series that will feature contestants battling for a guest stint on Glee. The reality show will bow this June. Sources eyeballed Oxygen’s investment in the Glee package at between $500,000 and $600,000 per episode.