"VANILLA ICE GOES AMISH" FINISHES ON TOP AT DIY NETWORK
New York [For Immediate Release - November 13, 2013] DIY Network's breakout series Vanilla Ice Goes Amish ended its first season on Saturday, November 9, at 10 p.m. ET/PT as the #1 regularly scheduled primetime series among all key adult and female demos on the network in 2013. It also attracted one of the most upscale audiences on DIY Network, ranking as the #2 upscale program among M25-54 - behind the pop icon and knock-out home renovator's other series, Vanilla Ice Project. During the season, more than 6.6 million viewers tuned in to watch as Vanilla Ice and an Amish team tackled construction projects ranging from a kitchen reconstruction to an old-school barn-raising.
Vanilla Ice Goes Amish saw triple-digit growth versus all benchmarks, including a 209% increase among P25-54 ratings versus the prior 13-week average. According to Trendrr, the series premiere on Saturday, October 12, also generated buzz on social media - it was the 14th most buzzed about program on cable that day making it the most buzzed about DIY Network program in October. In addition, the show page was one of the top-viewed on DIYNetwork.com in October.
"Vanilla Ice Goes Amish worked as well as it did because he is charismatic and engaging, was adept at embracing the Amish lifestyle, and was open to learning from the best craftsmen in the business," said Steven Lerner, senior vice president, programming and production, HGTV and DIY Network. "The performance of the series exceeded our expectations and, fortunately, many of our advertisers had the foresight to sign on early for this classic 'fish out of water' programming concept."
Sponsors included Duplicolor, Euro-Pro Shark, Liberty Mutual Insurance, Lumber Liquidators and Wendy's.
In Vanilla Ice Goes Amish, Vanilla Ice put away his smartphone and home improvement gadgets, and instead immersed himself in traditional Amish family life -- bonding with people who taught him the traditions, practices and trades that have made the Amish one of the most mysterious and misunderstood groups in the world. Vanilla Ice Goes Amish is produced by Juma Entertainment.
About DIY Network
DIY Network, from the makers of HGTV and Food Network, is the go-to destination for rip-up, knock-out home improvement television. Currently in more than 58 million homes, DIY Network's programming covers a broad range of categories, including home improvement and landscaping. The network's award-winning website, DIYNetwork.com, consistently ranks among America's top home and garden Internet destinations for entertaining videos, home improvement advice, step-by-step instructions, message boards, blogs, an interactive program guide and more. Headquartered in Knoxville, Tenn., DIY Network is wholly owned by Scripps Networks Interactive, Inc. (SNI).