Starz Drama ‘Power’ Attracts Younger, More Female Audience Than Recent Originals on Cabler

Power,” the original Starz drama from exec producer Curtis “50 Cent” Jackson, opened over the weekend with a younger, more female audience than the premium cabler typically sees, and overall viewership totals on par with last year’s launch of “White Queen,” but below January’s “Black Sails.”

Nielsen estimates that “Power” premiered Saturday at 9 p.m. to 462,000 viewers, drawing 1.27 million for its three airings on the night and 2.02 million for the nine weekend runs on Saturday and Sunday. A single telecast on Starz sister network Encore and preliminary multi-platform sampling for the weeklong on-demand and online sampling campaign yielded an additional 480,000 viewers, raising the total viewership of the first episode to 2.6 million and counting.

The 2 million weekend Live+same-day viewers on Starz is on par with the season 2 premiere of “Da Vinci’s Demons” in March and last August’s original limited series “The White Queen.” The premium cabler’s biggest premiere weekend of late was the 2.6 million who tuned in for “Black Sails” in January of this year.

Starz, which has traditionally garnered much of its audience from men, was pleased with the gender balance for “Power,” whose adult audience was roughly 45% female. It also noted that it skewed fairly young, with 52% of the “Power” audience comprised of adults 18-49.

“Power” stars Omari Hardwick as James St. Patrick, owner of a popular New York City nightclub who is also involved with one of the city’s biggest illegal drug networks.

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