3:37pm PT by Rick Porter
Brad Pitt Drives Big Ratings for HGTV's 'Celebrity IOU'
Brad Pitt helped HGTV score big ratings for the premiere of Celebrity IOU on Monday night.
The Oscar winner joined Property Brothers stars Drew and Jonathan Scott on the series debut, in which celebrities pitch in on a home renovation for someone who has had a big impact on their lives. Pitt helped the brothers turn a garage into a guest house for his longtime makeup artist, Jean Black.
The hour delivered 2.64 million viewers for the Discovery-owned cable network, the biggest audience for HGTV in more than six months — since 3.36 million people tuned in for the debut of A Very Brady Renovation in September 2019. It was also the biggest audience on cable Monday aside from news programming.
We have been anticipating the series premiere of Celebrity IOU for months — and it was a magical moment for HGTV,” said network president Jane Latman. "The premiere episode was inspiring, moving and fun, and the numbers tell another amazing story. Our fans love the show as much as we do, and we can’t wait to bring them five more riveting stories where celebrities surprise loved ones with life-changing renovations.
Celebrity IOU also delivered a 0.6 rating among HGTV's key demographic of adults 25-54 and a 0.4 in adults 18-49. In the 25-54 demo, it was up 60 percent over the time-period average for the previous six weeks and 88 percent ahead of a year ago. It also more than doubled the year-ago average for men ages 25-54.
The show will feature Melissa McCarthy, Viola Davis, Michael Bublé and Rebel Wilson in future episodes. Celebrity IOU is part of the ever-expanding Property Brothers universe at HGTV, which extended its significant deal with the Scotts and their Scott Brothers Entertainment shingle in early 2018. On top of their many series on the network, including the original Property Brothers, the siblings have made appearances on other HGTV shows, including A Very Brady Renovation.