Hurricane Irene Propels Weather Channel to Friday Cable Ratings Win

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The cable channel was No. 1 in total viewers and in the 25-54 demo.

The Weather Channel's coverage of Hurricane Irene gave it a ratings win in the 25-54 demographic Friday night among cable channels.

The channel averaged 2.45 million viewers during primetime, according to TV Newser, with 1.1 million of those viewers belonging to the 25-54 demo.

Coverage hit a high point ratings wise at the 9 o'clock hour, when it averaged 2.58 million viewers.

The channel was No. 1 in both total viewers and the demo throughout the day. Fox News Channel ranked second with 1.421 million total viewers (386,000 in 25-54 demo), followed by CNN (952,000 total, 334,000 in 25-54 demo) and MSNBC (475,000 total, 25-54 demo 155,000)

Additionally, the Weather Channel's registered its highest pageview level associated with a hurricane (99 million) on Aug. 25.

As previously reported by The Hollywood Reporter, the Weather Channel Social initiative saw an increase in weather-related Tweets. Significant weather events can generate more than two million Tweets on Twitter, a rep told THR.

Last week, the Weather Channel ranked No. 1 among television news competitors over a three-day period (8/21-8/23) among viewers 25-54, according to Nielsen Media Research.

TWC mobile web saw more than 9.7 million page views on Wednesday and 8.1 million on Tuesday.