MyNetworkTV’s prime-time telenovela block showed signs of modest growth across all key demos during its fourth full week on the air.
Compared to the third full week, “Desire” gained 11 percent in total viewers (to 830,000) and 3 percent among adults 18 to 49 (to 380,000) for the week ended Oct. 8, according to Nielsen Media Research.
“Fashion House” gained even more-up 18 percent among total viewers (to 1 million) and 20 percent among adults 18 to 49 (to 550,000).
This week Morgan Fairchild joins the “Fashion House” cast full time, a move designed to help further boost the ratings.
The growth news is offset by MyNetwork’s low overall viewership base. Despite having clearance in 85 percent of the country, the channel thus far has fared poorly when stacked against most competitors. It has consistently ranked last among the other five broadcast networks in the demo and total viewers. Compared with basic cable channels last week, MyNetwork would rank 14th in adults 18 to 49 and 22nd in total viewers, out of 67 networks.