'Miss America 2010' Draws 4.5 Million Viewers

TLC's Jan. 30 Miss America 2010 telecast drew 4.5 million viewers, a record showing for the 89-year old beauty pageant on cable.

The Miss America 2010 show, in which Miss Virginia Caressa Cameron won the coveted crown, improved on last year's 3.5 million performance, according to Nielsen. The show also set cable viewership records for the pageant in several key demos, including households, adults 18-49; women 25-54; men 25-55; and men 25-54, said network officials.

The show was also the top-ranked telecast of the night among all ad-supported cable telecasts -- excluding movies -- among several key demos including households, total viewers, adults 25-54, adults18-49, adults18-34, women 25-54, women 18-49, women 18-34 and women 25-54, said the network.
Miss America 2010 marks the end of TLC's three-year distribution deal for the pageant, and it's unclear whether the network has plans to renew the agreement.
TLC's other weekend special, 19 Kids and Counting Baby Special airing on Jan. 31, drew a 2.3 household rating and 3.2 million total viewers, topping all basic cable telecasts for the night  excluding sports-related programming among households, total viewers and adults 25-54, said the network.

R. Thomas Umstead

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.