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'Martha' Pulls In Lower Numbers For Hallmark

Making its move to cable, "The Martha Stewart Show" attracted a cumulative average audience of 394,000 in its debut on the Hallmark Channel on Monday -- down more than 50% from the classic TV repeats that Hallmark aired in the same period last year. Starting this week, "Martha Stewart" is anchoring a daily 10 a.m.-6 p.m. lifestyle programming block on Hallmark provided by Martha Stewart Living Omnimedia.

The 10 a.m. broadcast of a new episode of the show reached an average of only 199,000 viewers, according to Nielsen data, down 61% from the 514,000 attracted by a year-ago airing of "Golden Girls." The 4 p.m. and 5 p.m. replays of that episode attracted an average of 115,000 and 80,000 viewers, respectively. In the key female 25-54 demo that Hallmark wants to reach, viewers were down 56% to 48,000 in the 10am slot that aired the new episode of "Martha Stewart." The two replays were down 52% and 76% to 24,000 and 12,000, respectively, in that demo.

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