It was a mixed bag for HLN in the third quarter of 2012. The network posted double-digit gains in Total Viewers but experienced severe drops among younger viewers compared to the year-ago quarter.
The ratings for Q3, 2012:
- Primetime (Mon-Sun): 451,000 Total Viewers / 150,000 A25-54
- Total Day (Mon-Sun): 675,000 Total Viewers / 192,000 A25-54
Compared to Q3 2011, HLN is up +47% in Total Day and +53% in primetime in Total Viewers. The network is down -35% in Total Day and -42% in primetime in the demographic.
“HLN News” at 4pmET and “Evening Express” at 5pmET show a similar pattern. The 4pmET hour is up +47% and the 5pmET hour is up +74% in Total Viewers compared to the year-ago quarter.
HLN’s primetime programming is down across the board year-over-year, although it should be noted that the network’s coverage of the Casey Anthony trial in Q3 2011 gave HLN its best ratings ever. Jane Velez-Mitchell’s program is down -59% in Total Viewers and -52% in A25-54 viewers, while Nancy Grace’s program is down -59% and -51%, respectively.
For the month of September, HLN is down -13% in Total Viewers and flat in the demographic in Total Day. In primetime, the network is down -26% and -8%, respectively.