Posted: Tue., Aug. 13, 2002, 5:10pm PT

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Demos counter 'Anna' dip

Ratings reduction due to the 55+ set, E! sez

Household cable ratings for the second episode of E!'s "The Anna Nicole Show" dropped 25% from the show's preem the previous week, while viewership among key demos was buoyant.

The second seg of "Anna," at 10 p.m. Sunday, earned a 3.0, according to Nielsen. The Aug. 4 preem earned a 4.1.

Meanwhile, the show improved its perf among adults 18-34 week-to-week by 6%, moving up from a 3.5 to a 3.7.

Among adults 18-49, the show was relatively steady, dipping a 10th of a ratings point to 2.7.

"The fascination with Anna Nicole continues to grow, especially among the extremely desirable 18-34 demo that we specifically hoped to reach with the series," said Mindy Herman, president & CEO of E! Networks.

According to E!, the dip in the ratings was primarily due to reduced viewership among the 55+ set.

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