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The half-hour fourth season debut of MTV’s quasi-reality-soap-thing was down 9% in its key 12-to-34 demo (2.1 million) and down 5% among total viewers (3.5 million) when compared to its one-hour debut last year. (If you compare it only to the 10 p.m. episode last year, the show is still down, albeit slightly less).
Check that against the giant 40% or so ratings jump between the premieres of season two and three and you have what could be an overall leveling off of “The Hills’ ” popularity.
The coming weeks will provide a better test, however. Last night continued NBC’s ratings dominance, so who knows? Perhaps Lauren simply got stomped by Nastia Liukin.
(To be annoyingly precise and risk ruining a walk-off line that revels in reducing two popular programs to a catfight, Liukin’s gold medal effort occurred after “The Hills” concluded. But with NBC’s Olympics ratings building throughout the night, its safe to say all Liukin fans didn’t tune in at the last minute).
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The Midnight Club