January 2011 Ratings: Robin Meade is HLN’s Bright Spot

By Chris Ariens 

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HLN was down in January 2011, when compared to January 2010 -19% in Total Viewers and -22% in A25-54 viewers (Monday-Sunday).

  • Primetime (Mon-Sun): 373K Total Viewers / 119K A25-54
  • Total Day (Mon-Sun): 244K Total Viewers / 102K A25-54

HLN Prime’s limited run “Nancy Grace’s America Missing” has boosted the 9pmET hour by 23% in younger viewers vs. the Q4 2010 average. That show will air at 9pm until Dr. Drew joins the lineup this Spring.

January also marked the 22nd month that HLN’s “Morning Express with Robin Meade” has topped MSNBC’s “Morning Joe” in A25-54 viewers (178k vs. 128k). Meade is also up compared to January 2010.

Morning Express with Robin Meade Continues to Surpass Morning Joe in 2011

HLN Grows Among 25-54 Viewers in Prime Viewers Respond to Nancy Grace and America’s Missing

HLN’s Morning Express with Robin Meade continues its success from 2010, its highest year on record, into 2011 with another monthly win among 25-54 viewers over MSNBC’s Morning Joe. January marks the 22nd month that HLN has beaten MSNBC in the morning daypart. This month, Morning Express topped Morning Joe by 39% among 25-54 viewers (178k vs. 128k). Additionally, Morning Express increased 5% among total viewers (322k vs. 308k) and increased 7% among 25-54 viewers (178k vs. 166k) compared to prior year.

In the Daytime daypart (9a-5p) HLN also continues its winning streak against MSNBC with a gap of 27% in January (95k vs. 75k).

Nancy Grace at 8p and Nancy Grace America’s Missing at 9p have both resonated with viewers with increases in both total viewers and 25-54 viewers compared prior quarter. At 8p, Nancy Grace increased by double digits in the past two weeks in both total viewers and the demo, up 14% among total viewers (720k vs. 633k) and up 16% among 25-54 demo viewers (221k vs. 191k).

Viewers have strongly reacted to Nancy Grace America’s Missing, a ten-week program dedicated to telling the stories of missing Americans at 9p. Compared to last quarter, America’s Missing increased 4% among total viewers (437k vs. 420k) and increased 23% among 25-54 demo viewers (147k vs. 120k).

In the past two weeks, HLN Primetime (8-11p) has increased viewership among total viewers and 25-54 audiences by 7% and 5%, respectively, versus prior quarter (P2+: 490k vs. 459k) (25-54: 154k vs.147k).

Year over year, video starts for HLN’s The Joy Behar Show have doubled on CNN.com and video starts for Nancy Grace have increased more than 50%.

(Source: Omniture 1/10 & 1/11)