Magnolia Network opened its doors January 5 to an audience of nearly 3 million viewers, buoyed by the linear launch of “Fixer Upper: Welcome Home,” a revamped series hosted by Magnolia Chip directors and Joanna Gaines.
Magnolia Network’s first prime-time programming night drew nearly 3 million viewers in the Nielsen L3 ratings. The Lifestyle and Guided Channel marks the return of the Gaines to television, who have partnered with Discovery on the live broadcast and linear launch of the Magnolia Network curated as a stream label on Discovery Plus and Channel Linear as a brand for the former Discovery Plus DIY channel.
The linear debut of “Fixer Upper: Welcome Home” on January 5 brought in nearly 1.7 million viewers, a solid showcase for an unwritten series. The series marks a return to episodic television for the Gaines, who run a retail empire and renovate a home from their home in Waco, Texas. The pair decided to take a break from Fixer Upper” and television in late 2017, but then spent three years developing content and recruiting talent for Magnolia Network.
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Magnolia’s debut was strong enough to rank #22 among all major cable networks on its debut night. Magnolia’s content also introduced triple-digit increments to the audience introduced by DIY.
The second batch of “Fixer Upper: Welcome Home,” which bowed out on January 12 and had a solid 0.6 rating in the 25-54 adult age group. In total, “Fixer Upper: Welcome Home” has been watched by over 4.5 million viewers since its January 5 debut.
Other opening magnolia series include “Family Dinner,” a dining series by veteran TV chef Andrew Zimmern, “The Lost Kitchen” about author and restaurateur Erin French, and “Magnolia Table with Joanna Gaines.”
Magnolia Network’s launch this month wasn’t entirely smooth sailing. The network briefly pulled its “Working at Home” series, which depicts Utah home builders Candice and Andy Meredith, off the air after complaints from homeowners about the quality of the couple’s work on social media. Magnolia later said she would work with the homeowners to resolve their issues and bring the show back into the lineup.
(Pictured: “Stabilizer Top: Welcome Home”)