Last Saturday, Animal Planet launched its You Watch, We Give campaign, which raised money for the nonprofit organization featured on its reality series Pit Bulls and Parolees based on the number of viewers who tuned in. Ratings doubled for that episode, and the network is giving $50,000 to Tia Torres’ Villalobos Rescue Center.
Animal Planet said that 1.1 million people watched, and “the episode was the series’ highest rated episode to-date among most key demos.” The Washington Post reports that’s “54 percent more people than the show has averaged this season to date.”
That’s a pretty smart and awesome way to get people to watch a TV show, since it benefits both the network and a non-profit organization. This is part of the network’s ROAR, Reach Out. Act. Respond., which the network calls a “marketing initiative that is committed to making a positive impact on the lives of animals.”