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“Younger” Returns, But TV Land is Still Old

From Campaign US: Given the hoopla from the TV Land PR department, one might assume 10 million viewers—many within the Millennial generation—will be watching the fourth season premiere of “Younger” tonight. Reality check: Only 563,000 viewers, on average, tuned in for season three last fall based on the Live + Same Day data from Nielsen, and just over 1 million, in total, caught a glimpse of “Younger” once the DVR usage was factored in.

In short, “Younger” is not the big hit its publicists tout, at least by the traditional Nielsen ratings, and the channel continues to be a favorite among the silver-haired set.

But TV Land continues to embrace “Younger”‘s Generation X audience—no matter how small—with the hopes of also attracting those coveted millennials to modernize its image and attract a wider array of advertisers.

“What ‘Younger’ and the other original content bring to TV Land is a younger-aged audience that may not be necessarily watching the network,” said media analyst Bill Carroll. “For any advertiser, that can certainly be advantageous. You certainly see a difference in the caliber of sponsors in primetime during ‘Younger’ and the other original shows. And there are far greater results in social media, which you just don’t see with its classic programming inventory.”

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Written by Marc Berman

Marc Berman has been writing professionally since 1999 and is the author of weekly column “Mr. Television” for Campaign US (www.campaignlive.com). Most recently, Berman was the creator and Editor-in-Chief of website and newsletter TV Media Insights for Cross MediaWorks. From 1999-2011, he was the Senior Editor for Mediaweek and has also written for The New York Daily News, Variety, The Hollywood Reporter and Emmy Magazine, among others. Berman has also appeared on “Entertainment Tonight,” “Extra,” “Access Hollywood,” “Inside Edition,” “The CBS Evening News,” E!, CNN, CNBC, Fox News and MSNBC.

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