Las Vegas Weekly

February 2, 2010 · 9:56 AM

TLC’s 2010 Miss America Pageant grabs the crown as cable’s top show

By Robin Leach

Host Mario Lopez watches as 2009 Miss America Katie Stam crowns Miss Virginia Caressa Cameron the 2010 Miss America at the 2010 Miss America Pageant in Planet Hollywood on Jan. 30, 2010.

Photo: Scott Harrison/Retna/www.harrisonphotos.com

The 2010 Miss America Pageant broadcast on Saturday from Las Vegas gave the crown to the 89th annual pageant and TLC as the No. 1 telecast of the night against all advertising-supported cable shows excluding movies. The official ratings were released at 9:30 a.m.

The telecast from the Theater for the Performing Arts in Planet Hollywood attracted 4.5 million viewers, making it the highest delivery of any Miss America telecast on cable ever in all key demographics. Miss America even beat its beauty pageant rival, besting the delivery performance of any Miss USA Pageant in the past two years in the key women’s demographic of ages 18 to 34.

Additionally, Miss America posted triple digit gains in the first quarter year-to-date primetime premiere average in all key demographics. The 2010 Miss America Pageant, which crowned Miss Virginia Caressa Cameron as this year’s winner, scored a 3.1 rating overall.

Negotiations are continuing between TLC, Planet Hollywood executives, the Las Vegas Convention & Visitors Authority and the Miss America Organization about a renewal contract for 2011 and beyond. Vegas DeLuxe will continue to monitor the negotiations.

Robin Leach has been a journalist for more than 50 years and has spent the past decade giving readers the inside scoop on Las Vegas, the world’s premier platinum playground.

Follow Robin Leach on Twitter at Twitter.com/Robin_Leach.

Follow Vegas DeLuxe on Twitter at Twitter.com/vegasdeluxe.

Follow VDLX Editor Don Chareunsy on Twitter at Twitter.com/VDLXEditorDon.

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