Lindsay Lohan’s rehab reality series Lindsay on OWN opened in a highly crowded Sunday 10 PM time slot with about 200,000 fewer viewers than caught Lohan’s highly touted sit-down with Oprah Winfrey on OWN last August. That, in turn, had been a substantially smaller audience than some other Oprah-exclusive sit-downs on her cable network. This, just a few days after Lohan’s visit to Jimmy Fallon on NBC’s Tonight show to plug the launch of the OWN series logged a preliminary 3.2/9 household rating, which will likely translate to about 4 million-ish viewers when Nielsen gets them crunched.
Even so, OWN president Erik Logan calls the launch a success, noting Lohan’s opener achieved his network’s highest rating in the Sunday hour in 27 weeks with women 25-54 and that the series launch posted triple-digit gains in key demos versus the time slot’s prior six-week average (+178% in total viewers; +300% in women 25-54; +478% women 18-49), and double-digit gains versus the tim eslot one year ago (+57% in total viewers; +37% women 25-54; +73% women 18-49).
“We had set out to try to attract a different type of viewer and audience to the network and we felt like we did that — especially young women demo which is up by triple digits,” he said, calling the demo “people who normally don’t come here.” “We thought this was a great opportunity for us — we feel great about the young end of the numbers, and the premiere in a time slot we never programmed before on a most competitive night of television.” He said the numbers for Lohan’s post-rehab sit-down with Oprah are “a little apples and oranges” because that interview occurred in a franchise that was two-years established — Oprah’s Next Chapter. “This is programming a brand new time period and not an easy place to go,” he said. The premiere episode of Lindsay will re-air on OWN tonight at 10 PM ET/PT.
Last August, Oprah Winfrey‘s post-rehab interview with troubled star Lohan drew far smaller audience than some other of Oprah’s exclusive sit-downs. The Lohan interview on Oprah’s Next Chapter on Sunday, August 18, averaged 892,000 total viewers at 9 PM, only slightly above the show’s Sunday average (+7%). For comparison, Oprah’s interview with Whitney Houston’s daughter Bobbi Kristina drew 3.5 million viewers and her chat with disgraced cyclist Lance Armstrong clocked 3.2 million. For the night, including the 10 PM rebroadcast, the Lohan sit-down averaged 1.8 million viewers.
Last Thursday, La Lohan was a guest on Tonight Show Starring Jimmy Fallon to plug the debut of her OWN reality series, though she explained it away as doing all the reality -TV stunts, like making the most chaos of her move to New York, though she said Oprah herself has helped her a lot and that she sometimes does not pick up calls from Oprah just so she’ll have Oprah’s voice recorded on her voicemale. During a Water War with Fallon, when he’d gotten thoroughly drenched and railed “Why is this happening?!” she responded: “Because I have the power of OWN!”