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February 2013 Ratings: HLN Flat in Total Day, Mixed in Primetime

It was a mixed bag for HLN during the month of February. The network was flat in Total Day compared to the same month last year. In primetime, HLN declined among Total Viewers but improved among younger viewers.

The ratings for February, 2013 (Nielsen Live + Same Day data):

  • Primetime (Mon-Sun): 389,000 Total Viewers / 140,000 A25-54
  • Total Day (Mon-Sun): 281,000 Total Viewers / 106,000 A25-54

Compared to the same month last year, HLN was down -1% in Total Viewers and flat in the A25-54 demographic in Total Day. (Note: percentages are based on a blend of Live +7 and Live +3 data.) In primetime, HLN was down -8% in Total Viewers and up +3% in the demo. It should be noted that HLN had strong ratings for coverage of Whitney Houston‘s death in February 2012.

HLN’s late afternoon hours showed significant year-over-year growth: “Making it in America” at 4pmET was up +111% in Total Viewers and +115% in the A25-54 demographic, while “Evening Express” was up +88% and +123% at 5pmET and +55% and +78% at 6pmET, respectively.

The network had ups and downs in primetime: Jane Velez-Mitchell‘s 7pmET program was up +12% in Total Viewers and +25% among younger viewers, while Nancy Grace‘s 8pmET program was down across the board, -16% in Total Viewers and -14% in the A25-54 demographic. The 9pmET hour, which is home to Dr. Drew Pinsky‘s show and ABC’s “What Would You Do?,” is down -7% in Total Viewers but up +15% in the demographic.

HLN was up the most of the four cable news networks compared to last month: the network grew +26% in Total Viewers and +15% in the demographic in Total Day, and +24% and +18%, respectively, in primetime.

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