The Christian couple's preview show for their new network shatters records for the channel it's replacing.
The leadership at Discovery must be patting themselves on the back over their decision to scrap their existing DIY channel in favor of the Magnolia Network from Chip and Joanna Gaines. That's because that couple is bringing a huge following with them, if the ratings from a four-hour marathon preview for the new channel are any indication.
How good was it? Each hour of that Sunday show claimed a spot among DIY's all-time Top-5 in the highly coveted 25-54 year old demographic, and the third hour delivered the channel's highest ratings ever for that demo. Overall, 2.3 million people tuned in, which is a whopping 402% increase for the four-hour time slot from one year ago. And the numbers were absolutely staggering when you look at just the 25-54 demo for women, their primary target audience: it increased almost 650% year-over-year!
As we reported here last week, concerns over the coronavirus have prompted the Gaineses and Discovery to postpone the planned October launch of the channel, and no replacement date has as yet been announced. What seems nearly certain, however, is that the former Fixer Upper stars are going to bring a very large audience with them whenever the Magnolia Network does get off the ground.