HLN 2010: ‘Morning Express,’ ‘Joy Behar’ Only Bright Spots

By Alex Weprin Comment

Much like its older sibling CNN, HLN had a rough 2010, with both total viewer and demo ratings down in primetime and total day.

Unlike CNN, however, HLN still had a few bright spots in its lineup in the form of “Morning Express” and Joy Behar.

  • Primetime: 444,000 total viewers/ 143,000 A25-54
  • Total Day: 276,000 total viewers/ 120,000 A25-54

Overall in primetime, HLN was down -21% in total viewers, and down -33% in the demo. In total day, it was down -10% in total viewers and down -14% in the demo.

The biggest highlight was “Morning Express with Robin Meade,” which topped MSNBC’s “Morning Joe” in the demo for the first time, and delivered the network’s best year ever in its time period.

HLN’s top program remains Nancy Grace, though it was down in both the demo and total viewers. The program placed 18th overall in the demo, averaging 243,000 demo, and 17th in total viewers with 685,000.

HLN’s 9 PM program “The Joy Behar Show” was able to increase its audience, growing +7% in total viewers, though it was down slightly in the demo. It was the only 9 PM program in cable news to see growth at that hour.

  • More in the HLN press release after the  jump…

HLN’s Morning Express Has Best Year Ever; Beats MSNBC’s Morning Joe for the Year 2010

HLN’s Morning Express with Robin Meade increased its audience in 2010to its highest year on record and out-delivered MSNBC’s Morning Joe by 51% among 25-54 viewers (178k vs. 118k). This is the first time in HLN’s history that Morning Express has topped MSNBC’s Morning Joe for 12 consecutive months. Morning Express delivered HLN’s best year ever from 6a-10a among both total viewers (315k) and P25-54 (178k).

HLN’s The Joy Behar Show is the only cable news program at 9pm to grow its audience in 2010, up 7% in total viewers (P2+).

Among P25-54, HLN enjoyed a substantial advantage over MSNBC’s non-opinion weekday program block (9am-5pm), topping the network by 28% (104k vs. 81k).  HLN ranked above MSNBC all hours from 9am to 4pm in the demographic.