'Tori & Dean' a Breath of Fresh Air for Oxygen | Adweek 'Tori & Dean' a Breath of Fresh Air for Oxygen | Adweek
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'Tori & Dean' a Breath of Fresh Air for Oxygen

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Tuesday night’s season-four premiere of Tori & Dean: Home Sweet Hollywood drew 424,000 women 18-49, making it Oxygen’s most-watched opener among the demo in its nine-year history.

All told, the episode delivered 763,000 total viewers, per Nielsen ratings data.

While Tori & Dean’s demo delivery was up 19 percent versus last year’s premiere installment, the show has a ways to go before it can lay claim to the all-time high-water mark. On February 26, 2008, Oxygen notched its biggest W18-49 number with a second-season episode of The Bad Girls Club (603,000).  

The network said the show also helped boost its online presence, as page views on Oxygen.com were up 145 percent versus June 1, 2008 (the day of the season-three premiere).

In an apparent bid to siphon off Tori fans, Lifetime on Tuesday counter-programmed a repeat of the 1996 cult classic Mother, May I Sleep with Danger?, which stars a 23-year-old Spelling as a college student who falls in love with a hunky sociopath. In the 10-11 p.m. time slot, Oxygen out-delivered its rival by 33 percent among W18-49, averaging 424,000 members of the demo to Lifetime’s 318,000.