• by David Goetzl , June 2, 2009

Bravo's new series "The Fashion House" saw viewership soar last week for its fourth episode, rising 79% among women 18-to-49 following a significant fall-off the week before. During its first four weeks, viewing has followed a wave -- increasing in week two after the May 7 premiere, then dropping notably in week three, before the jump May 28.

For that episode, in the key female 18-to-49 demo, viewing ("live plus same day") was 662,000, accounting for the nearly 80% increase. Total viewers saw a similar arc, rising from 734,000 to 1.3 million. (The number of unique viewers in a week climbs even higher when all DVR-enabled consumption and viewing of repeats is considered.)

Also for May 28, in the women 25-to-54 segment, viewing ("live plus same day") came in at 682,000 -- more than double Bravo's season average in the demo.

Some have branded ""Fashion House" -- featuring fashion designers competing in a highly charged environment -- a knockoff of the popular "Project Runway," which ran on Bravo but is now headed to Lifetime in August.

"Fashion Show" could continue to gain traction if hosts Isaac Mizrahi and Kelly Rowland, or some of the contestants, resonate with viewers. The series could also benefit from a lack of strong broadcast competition now that summer programming has set in.