PAWN STARS ON HISTORY™ IS NUMBER ONE FACTUAL SERIES ON MONDAYS
Success in Asia follows in the wake of tremendous ratings and brand awareness success in the U.S.A.
(Singapore, 4 August 2011) – HISTORY builds on its ratings successes in Asia this year with PAWN STARS now becoming the #1 factual series among all cable subscribers in Singaporeduring primetime on Monday nights.* Viewership in Singapore has also doubled for Season 3 over Seasons 1 and 2**, and the show is also winning its time slot in Malaysia among men and affluent viewers.***
The network’s success follows that of its American counterpart where PAWN STARS and AMERICAN PICKERS ranked as the #1 and #3 series out of all U.S. advertising supported cable networks among Adults 25 – 54.
AMERICAN PICKERS, PAWN STARS and the AMERICAN RESTORATION crossover event titled “The Pick, The Pawn and The Polish” reached 30 million viewers over one week (with multiple airings), while “Ice Road Truckers”, was up at least 20% in every single demographic in the U.S.
In addition, the U.S. hit series, SWAMP PEOPLE averaged 4.1 million viewers in the U.S. and outpaced Discovery’s Deadliest Catch season 7 by 21% in Total Viewers, while SWAMP PEOPLE’s premiere run in Asia made History number 1 in its timeslot in Malaysia amongst Astro’s Learning Pack channels, averaging 86% more viewers than its closest competitor, Discovery Channel.****.
HISTORY is the first non-fiction network (excluding sports) in U.S. cable history to ever average over 1 million Adults 25-54 for a quarter.***** And, competitively, the network ranked in the top 3 among all key demos (Adults 25-54, Adults 18-49, Men 25-54 and Men 18-49) for the first time ever.
The success of the U.S. channel is not only measured in ratings, but also in brand. In a recent BrandIndex Study, the network was number one out of all 50 measured TV networks across the country and in the top 5 out of 1,100 brands in all 41 categories that BrandIndex tracks.
“The success of HISTORY in the U.S. is truly extraordinary and while we can all be pleased with the overwhelming success HISTORY has achieved for us to date in Asia, what these results form America show us is just how much more potential this brand has for us in all of our markets. We are nicely positioned for very considerable future growth” said Louis Boswell, General Manager of AETN All Asia Networks.
*****
For Press Enquiries:
Strategic Public Relations Group (SPRG)
Deborah Dayani Nanayakara
+65 6325 8275
deborah.dayani@sprg.com.sg
Nicholas Tee
+65 6325 8267
nicholas.tee@sprg.com.sg
AETN All Asia Networks
Hazel Yap
+65 6837 8921
hazel.yap@aetnallasia.com
About HISTORY™ and HISTORY HD™
HISTORY™ and HISTORY HD™ are the leading destinations for revealing, award-winning original non-fiction series and event specials that connect history with viewers in an informative, immersive and entertaining manner across multiple platforms. Programming covers a diverse variety of historical genres ranging from military history to contemporary history, technology to natural history, as well as science, archaeology and pop culture. Among the network’s programme offerings are hit series such as American Pickers, The Universe, Hidden Cities, Ice Road Truckers, Pawn Stars and Top Shot, as well as acclaimed specials including America the Story of the US, Life After People, The Maguindanao Massacre, The Malayan Emergency, WWII Lost Films and 102 Minutes That Changed America. For more information, please visit www.historyasia.com.
About AETN All Asia Networks
AETN All Asia Networks is a joint venture between A+E Networks and ASTRO All Asia Entertainment Networks that owns and operates the channels HISTORY and HISTORY HD, Bio. and Crime & Investigation Network across South East Asia, Hong Kong and Taiwan.
*Source: Kantar Media, Singapore.
Factual channels: HIST+DSC+NGEO+NGEO Wild+CNN+BBC World+BBC Know+APL+TLC
Monday Prime Time: Jan to Jul 2011, 8pm – 11pm
All cable subscribers: Cab 4+
** Source: Kantar Media, Singapore.
Period= (Jul’10-Aug’10 Thursday 11p-12a) ; (Jan’11-Jul’11 Monday 10-11pm)
Demo group = Cab 25+, Male 25+
***Source AGB Nielsen, Malaysia
Factual channels = HIST+DSC+NGEO+Dscience+APL
Period= (19 May ’11 – 21 Jul ’11 Thursday 11p-12a)
Astro 4+
**** Source AGB Nielsen, Malaysia
Factual channels = HIST+DSC+NGEO+BBC World+CNN+Dscience+APL
*****Source: The Nielsen Company. Rank based on all non-fiction cable nets (excluding sports nets), 12/27/10-
4/24/11 Live+SD AA (000), M-Su 8-11, P2+. Non-Fiction = 90%+ of prime schedule consists of non-fiction programming