HLN Grows Among 25-54 Viewers in Primetime

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)