Style Media Delivers Its Best Year Ever in Key Demos
Style Media marked its highest rated year ever in 2012 in W18-49 and W18-34, while also delivering its youngest and most diverse audience to date, according to Nielsen. As part of NBCUniversal's portfolio, which boasts the Most Watched Cable Entertainment networks, Style underwent a major network rebrand both on-air and online in 2012. The network's record ratings were driven by +14% growth among W18-34 year-over-year. Propelled by its strong original programming, Style is among the Top 10 fastest growing ad-supported cable networks in W18-34 for 2012. The network also capped the year by garnering its best fourth quarter ever among its targeted demos of W18-49 and W18-34. Style now boasts nearly 77 million subscribers while lowering its median age by more than two years to 37.
Style's 2012 growth was fueled by the success of its popular original series "Giuliana & Bill," "Jerseylicious" and "Big Rich Texas." "Giuliana & Bill" saw its most watched season in the program's five-season history among total viewers, up +16% over the prior season. Additionally, the fourth season premiere of "Jerseylicious" delivered the network's most watched telecast of 2012, with 668,000 total viewers, while the third season premiere of "Big Rich Texas" delivered the series' most watched season premiere up +29% among total viewers over the prior season premiere.
"It has been an incredible year of growth for Style, with double-digit increases in both viewership and online traffic," said Salaam Coleman Smith, President, Style Media. "We plan to keep up the momentum in 2013, with the launch of "Styled to Rock" executive produced and starring multi-Grammy winner Rihanna and other category-defining programming that speaks to young and diverse audiences passionate for Style's content across multiple platforms."
Style's digital properties also posted impressive gains this year with StyleNetwork.com delivering double-digit growth since its rebrand in June, with the month of November up +43% in unique visitors and +33% in page views (5.3 million) since January 2012, according to Omniture. Additionally, since the site's adaptive redesign, StyleNetwork.com delivered its best day ever on November 13, more than quadrupling the site's previous benchmark. Style's social media sites attracted more than 3.5 million followers with @StyleQuickTips and the "Tia & Tamera" Facebook page reaching nearly one million fans each in 2012. In September at New York Fashion Week, the network launched StyleCandy, a new fashion and beauty multi-platform content initiative with DailyCandy and Old Navy as its official launch sponsor. Style's momentum in the marketplace as continued with double-digit revenue growth exceeding expectations. The network saw growth in key categories such as auto and home with new advertisers Lexus, Subaru and Home Depot, to name a few.