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Britney and Kevin ratings both up and down.

How you frame and/or spin something matters more than the actual data. The latest example comes courtesy UPN’s Britney and Kevin‘s third episode. First, the story from a UPN press release:

UPN’S “BRITNEY AND KEVIN: CHAOTIC” PLACES 2ND AND 3RD IN KEY WOMEN DEMOS

“BRITNEY AND KEVIN” Is Up Double Digits
Versus The Year-Ago Time Period

“BRITNEY AND KEVIN” Is Also Up Double Digits In Key Demos
Over Season Time- Period Average

  • UPN’s “BRITNEY AND KEVIN: CHAOTIC” places second in Women
    12-34 (2.3/7) and third in Women 18-34 (2.3/6).
  • Versus a year-ago, BRITNEY AND KEVIN improved the time-period
    average by double digits:
    +36% in Adults 18-34
    +10% in Adults 18-49
    +53% in Women 18-34
    +14% in Women 18-49
  • BRITNEY AND KEVIN is also up versus the 2004-2005 time-period
    average by double digits:
    +25% in Adults 18-34
    +44% in Women 18-34
    +23% in Women 18-49
  • Source: NTI (5/31/05)

    And here’s Media Life’s version:

    Terrible tumble for tab-tease Britney

    Third of viewers flee ‘Britney & Kevin: Chaotic’

    …Last night the third episode of the show posted a 1.1 rating among viewers 18-49, according to Nielsen overnights. That’s a 26.6 percent drop from episode two’s 1.5 last week, and a 42.1 percent drop from the 1.9 rating the premiere earned two weeks ago.

    Terrible tumble for tab-tease Britney [Media Life]

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    • Andy Dehnart is the creator of reality blurred and a writer and teacher who obsessively and critically covers reality TV and unscripted entertainment, focusing on how it’s made and what it means. Learn more about Andy.

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