Marketing

Red-Carpet Duel Pleased Both Nets

1/23/2005 7:00 PM Eastern

Executives at TV Guide Channel and E! Entertainment Television both had reasons to smile about the ratings that rolled out from their respective red-carpet coverage of the 62nd annual Golden Globe Awards.

TV Guide — which wrested statue-fest veterans Joan and Melissa Rivers from E! — racked up a 0.83 household rating from 6 p.m. to 8 p.m. (ET) on Jan. 16, according to Nielsen Media Research data.

Joan & Melissa Live at the Golden Globes marked the network’s best-ever rating — until the following evening — and a 117% jump from its coverage prior to the 2004 Globes.

The show also generated a 0.5 mark among adults 18 to 49 (up 150%) and a 0.55 against women 18 to 49 (a 166% jump).

E!’s Live from the Red Carpet: 2005 Golden Globe Awards, hosted by Star Jones Reynolds and featuring Kathy Griffin as a special correspondent, pulled a 1.69 household rating and a 0.91 among adults ages 18 to 49 to easily top TV Guide’s numbers.

E! averaged 1.67 million viewers for its two-hour show. But its household rating was down from a 2.05 and a 1.38 mark against the key advertising demographic attained by its 2004 Globes coverage, which featured mother and daughter Rivers.

“I’m not only thrilled with our ratings performance, but I’m very pleased that we produced a broadcast that has something for everyone,” E! Networks CEO Ted Harbert. “Star has a reverent passion for the celebrities and Kathy likes to have fun with the proceedings.”

TV Guide general manager Tom Cosgrove’s take: “We’re thrilled with the great success of Joan and Melissa’s debut on the channel. This first foray has resulted in a great growth story for us, while we continue to increase TV Guide Channel’s original programming.”

For those keeping score at home — as Citicorp Smith Barney analyst Niraj Gupta did last week in a research note about TV Guide Channel parent Gemstar-TV Guide International that noted the channel’s household ratings are up 200% to a 0.6 average as it moves from being a “simple scrolling guide” toward a “content-based entertainment channel” — the Riverses’ recap on the best of fashion and faux pas did even better on Jan. 17, notching a 0.94 household rating from 8 p.m. to 9 p.m.

Golden Globes Fashion Wrap pulled in 809,000 total viewers, the most in TV Guide Channel history. E!’s comparable Fashion Police notched a 0.74 from 10 to 10:30 p.m. that night.

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