Cable Ratings: VH1 Sees Surge With Younger Viewers Led by ‘Love & Hip Hop’ Franchise
VH1 has seen a surge in younger viewership led by its “Love & Hip Hop” Mondays, marking its biggest prime share in more than two years in this year’s third quarter.
The “Love & Hip Hop” franchise has earned the network the No. 1 spot in cable primetime on Mondays with core demos 18-34 and 18-49, beating Bravo’s “Watch What Happens Live,” “Below Deck Mediterranean” and HGTV’s “Love It or List It” in the same time period, according to Nielsen data.
While cable channels like VH1 and Bravo target an advertiser-coveted demographic of viewers ages 25-54, VH1’s Monday programming has launched the network into success in the key demo typically used for broadcast channels, ages 18-49.
The Atlanta and Miami editions of “Love & Hip Hop” won the first and second place in Monday programming in terms of total viewership in the 18-34 range during the third quarter, with “Love & Hip Hop Atlanta” receiving 190,000 viewers on average in the demo and “Love & Hip Hop Miami” drawing in an viewership of 147,000 on average in the demo.
Monday programming in the same time period trailed behind both “Love & Hip Hop” shows, with “Below Deck Mediterranean” earning 132,000 viewers on average in the 18-34 demo. HGTV’s “Love It or List It” made fourth place with 59,000 average viewers in the demo and “Watch What Happens Live” came last with 54,000 average viewers in the demo.
VH1 also secured the No. 1 spot as the most social cable reality network while “Love & Hip Hop” aired on Monday nights, with 989,000 social media interactions during the franchise’s airing.
Top earner “Love & Hip Hop Atlanta” was also the No. 4 top cable series for the quarter while “Love & Hip Hop Miami” worked its way to the No. 8 top cable series for the quarter, which also saw a 20% increase from last season in terms of its share.
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