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Lifetime's `Drop Dead Diva' Return Draws 3.1 Million Viewers

Lifetime's June 6 sophomoreseason premiere of drama series Drop Dead Diva delivered a lively ratings performance.
The series one hour second season debut averaged 3.1 million viewers, up 11% over the 2.8 million garnered during last July's series debut episode, according to Lifetime. The network also posted a 10% gain in adults 25-54 (1.4 million to 1.3 million), 8% gain in Women 25-54 (1,109,000 vs. 1,031,000); and 6% among Women 18-49 (963,000 vs. 908,000).
In Households, Drop Dead Diva scored a 2.5 rating for its Sunday debut, up 14% from last season's debut (2.2) and 9% from last year's average (2.3).
Overall compared to last season's average, Drop Dead Diva's second season premiere garnered a 10% increase among Adults 25-54 (1,452,000 vs. 1,321,000) and Total Viewers (3,124,000 vs. 2,829,000); a 6% gain among Women 25-54 (1,109,000 v. 1,045,000); and a 4% increase in Women 18-49 (963,000 vs. 927,000).

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.