Paramount Network’s Yellowstone Draws 5 Million Viewers for Cable’s Best Scripted Drama Premiere Since 2016

by Stuart Winchester, Viacom

Following a strong ratings start earlier this month for American Woman, Paramount Network cemented its place as a premium content destination by drawing in more than 5 million viewers (live+3*) for the debut episode of Yellowstone.

The series – set in a rough-and-tumble modern day American West where John Dutton (Kevin Costner), proprietor of the nation’s largest ranch, faces constant land-use pressure from developers, Native American tribes and the neighboring national park – struck gold with viewers, landing as ad-supported cable’s most-watched scripted-drama series in more than two years (since FX’s The People vs. O.J. Simpson).

Among Yellowstone’s headline numbers: It is this summer’s No. 1 new drama on broadcast and cable*. The program drew a 1.1 rating with the 18-49 demographic, and an even more impressive 1.7 with the 25-54 age group. It has attracted more viewers than every World Cup game on Fox and FS1, every Major League baseball telecast, and every game of the National Hockey League’s Stanley Cup Playoffs, including the Finals. It is the most-watched program in the history of Paramount Network and its predecessor, Spike.

Paramount Network – Viacom’s newest net – has considerably strengthened Viacom’s position in the original premium content space since it debuted in January with strong ratings for its first original, Waco, a six-part miniseries revisiting the siege of the Branch Davidian’s Texas compound in 1993.

This string of early successes validates Paramount Network’s strategy of recruiting and investing in top talent to drive its productions. American Woman stars Alicia Silverstone, Mena Suvari and Jennifer Bartels. Taylor Kitsch and Michael Shannon headlined Waco. And Yellowstone stars Costner and is created, written and directed by Taylor Sheridan, a renowned filmmaker whose credits include the well-regarded Sicario, Hell or High Water and Wind River.

Yellowstone has everything a worthwhile Western should, including breathtaking vistas, battles over land and Kevin Costner in the lead role,” Lynn Elber wrote for the Associated Press.

“Yellowstone” premiered Wednesday, June 20 on Paramount Network. John Dutton (center – Kevin Costner), owner of the Dutton Ranch is surrounded by his ranch team (pictured l to r) Jamie Dutton (Wes Bentley), Lloyd (Forrie Smith), Fred (Luke Peckinpah), Lee Dutton (Dave Annable), Colby (Denim Richards) and Rip Wheeler (Cole Hauser).

By populating well-crafted stories with sought-after talent, the net has drawn viewers in with the sort of larger-than-television experiences that define this era of premium TV.

“I hope that the experience feels really fresh and cinematic and like a movie made for people who are sitting at home,” Sheridan told Indiewire. “That was the goal. So I hope that the scope of it and the energy and the emotion and the incredible talent of the cast, hopefully, they really leap from the screen and we have an impression that make people want to come back for more.”

New episodes of Yellowstone air Wednesdays at 10 p.m. ET/PT on Paramount Network.

* Nielsen, L3 data, CVG AA%; cable drama series premieres with Premiere indicator; 2018 entertainment telecasts=1/1/18-6/20/18 L3 P2+, excludes sports and news; sports comparisons L3 P2+ through 6/20/18;  Summer=5/24/18-6/20/18; L3; Premiere indicator; excludes repeats

Paramount Network Scores Year’s Top-Rated Scripted Cable Premiere Among Women

by Stuart Winchester, Viacom

American Woman premiered June 7 on Paramount Network. Pictured [L to R]: Mena Suvari, Cheyenne Jackson, Alicia Silverstone, Jennifer Bartels.

American Woman premiered on Paramount Network earlier this month, delivering viewers into a meticulously recreated 1970s Los Angeles, where emerging women’s empowerment clashed with the stubborn and smothering traditions of an old-guard patriarchy.

The series, starring Alicia Silverstone as a bold divorcée who struggles to raise two daughters after dumping her cheating husband, resonated immediately, drawing in more than one million viewers and establishing itself as the year’s highest-rated half-hour scripted series on cable in the key women’s 18-49 and 25-54 demographics. It was also the top social comedy series on Thursday night (per Nielsen).

That American Woman debuted to stellar reviews didn’t hurt. Silverstone especially has been a critical favorite.

“Plain and simple, Silverstone is perfect casting here, and she is great in this role,” wrote Decider’s Lea Palmieri. “She nails the humor, she looks fantastic, and she delivers the intended message and that go-getter attitude in her signature, captivating style. It’s enjoyable to see this woman in particular portray another woman who is as determined to start a new life as she once was to help a classmate become cool.”

Working alongside co-stars Mena Suvari and Jennifer Bartels, Silverstone struggles through a 1970s world that, in its musical score, its publicly abrasive treatment of women, its clothes and its cars, is as convincing as it is alien to an observer from 2018.

“The success of a period piece like American Woman, which deals with an era that at least some of its audience will have known in person, depends greatly on the quality of the atmosphere it creates,” writes MediaPost’s Adam Buckman, who counts himself among those who experienced the 1970s IRL. “This show gets an A+ in this department, including wardrobe, locations, cars and interior décor.”

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Women’s Viewership Surges as Paramount Network Wraps Stellar First Ratings Month

Behind a premium content strategy anchored in original scripted series such as Waco and hit unscripted programs inherited from Spike, Paramount Network wrapped up its first month with strong ratings driven partly by surging female viewership. Ratings for the net checked in with a 50 percent primetime leap over its previous quarter (as Spike) in the key 18-49 demo.

Especially notable was the soaring viewership among women 18-49: an overall jump of 44 percent punctuated by a 274 percent eruption around the six-part Waco miniseries.

As Waco wraps up, Paramount Network continues to roll out its long-term slate of premium content, including the forthcoming Yellowstone, starring Kevin Costner.

Watch the teaser:

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