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Abercrombie feud helps 'Jersey Shore' ratings rise

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Situation Snooki Fight

Abercrombie & Fitch’s stock may have dropped after trying to take down The Situation, but the Jersey Shore cast had the last laugh Thursday night when the reality hit’s ratings went up.

Shore was seen by 7.8 million viewers last night. (Check out EW’s recap here.) Though that’s firmly lower than the show’s mammoth season premiere, the number is up 5 percent from last week — before the media had united the passé clothing retailer and the MTV reality show into the same unholy headline. Shore‘s rating among the adult demo, by the way, is a 4.1 — massive for cable, and a hit by broadcast network standards too.

Also last night, the season 2 premiere of A&E’s Beyond Scared Straight delivered 2.7 million viewers — definitely strong, though 27 percent less than the documentary show’s January series premiere that ranked as A&E’s biggest launch ever.

Read more:

‘Jersey Shore’: Best correction ever — PHOTO

MTV to Abercrombie: ‘Jersey Shore’ diss ‘a clever PR stunt’

Abercrombie & Fitch offers The Situation money to stop wearing Abercrombie & Fitch