The pilot episode garnered 18.6 million viewers, winning the 9:00 pm (Eastern) timeslot, and giving ABC its strongest ratings since 2000 when Who Wants to Be a Millionaire initially aired—beaten only the following month by the premiere of Desperate Housewives.[7] Based on its strong opening, Reuters dubbed it a "hit drama" noting that "the show appeared to have benefited from an all-out marketing blitz that included radio spots, special screenings and ABC's first billboard advertising campaign in five years."[8] After four episodes aired, ABC announced Lost had been picked up for a full season order.