PERFORMANCE/SCHEDULE ANALYSIS
(Updated as of February 24, 2009)
TARGET DEMOGRAPHIC:
P 25-54
JANUARY 2009 PRIMETIME SCHEDULE
TOP PRIMETIME SHOWS:
HOUSE HUNTERS, MY FIRST PLACE, HOUSE HUNTERS INT'L, INCOME PROPERTY, PROPERTY SHOP, UNSELLABLES, BUY ME, PROPERTY VIRGINS, DESPERATE TO BUY, DESIGN ON A DIME.
SCHEDULING STRATEGIES:
HGTV has undergone sweeping changes in their lineup to accommodate five new series and put their best performing Series (HOUSE HUNTERS and HOUSE HUNTERS INT'L) into the critical 9pm and 10pm timeslots. The changes are detailed below but best viewed in the primetime schedule grid link above.
PROGRAM/SCHEDULE CHANGES:
DECEMBER 2008-JANUARY 2009:
-Monday-Thursday at 8pm-PROPERTY VIRGINS
-Fridays at 8pm-HGTV SPECIAL
-Mondays and Thursdays at 8:30pm-DEAR GENEVIEVE
-Tuesdays at 8:30pm-HIDDEN POTENTIAL
-Wednesdays at 8:30pm-RATE MY SPACE
-Monday-Friday at 9pm-HOUSE HUNTERS
-Mondays at 9:30-MY FIRST PLACE
-Tuesdays at 9:30pm-MY BIG AMAZING RENOVATION
-Wednesdays at 9:30pm-INCOME PROPERT
-Thursdays at 9:30pm-HOUSE HUNTERS
-Fridays at 9:30pm-DESIGNED TO SELL
-Monday-Saturday at 10pm-HOUSE HUNTERS INT'L
-Mondays at 10:30pm-BUY ME
-Tuesdays at 10:30pm-HOUSE HUNTERS INT'L
-Wednesdays at 10:30pm-DESPERATE TO BUY
-Thursdays at 10:30pm-PROPERTY SHOP
-Fridays at 10:30pm-UNSELLABLES
-Saturdays at 8pm-DESERVING DESIGN
-Saturdays at 8:30pm-MYLES OF STYLE
-Saturdays at 9:30pm-HOUSE HUNTERS
-Sundays at 10pm-MY FIRST PLACE
-Sundays at 10:30pm-PROPERTY VIRGINS
PREMIERES:
**THE TOURNAMENT OF ROSES PARADE - January 1, 11am.
**HGTV DREAM HOME 2009 - January 1, 9pm.
**THE PROPERTY SHOP - January 1, 10pm.
**DEAR GENEVIEVE - January 5, 8:30pm.
**INCOME PROPERTY - January 7, 9:30pm.
**DESPERATE TO BUY - January 7, 10:30pm.
**THE UNSELLABLES - January 9, 10:30pm.
**KEYS TO THE CASTLE - January 18, 8pm.
**HGTV SHOWDOWN (Season 2) - February 8, 8pm.
**HGTV DREAM HOME GIVEAWAY 2009 - March 15, 8pm.
**BANG FOR YOUR BUCK - April 3.
**GOOD BUY, BAD BUY? - April 5, 12:30pm.
**HGTV GREEN HOME 2009 - April 19.
**LEADER OF THE PACK - April 26, 8pm.
**HGTV'S 250K CHALLENGE -May 31.
**MANLAND - June 3, 11pm.
YEAR AGO/BIG PICTURE:
HGTV has been suffering a downward cycle that parallels the economy and housing/mortgage crisis. The big renovation projects and upgrade shows are showing serious ratings declines. Four of the new Series popped in the top 10 this month, which means viewers were looking for new content.
JANUARY 2009 PRIMETIME RATINGS ANALYSIS:
HOUSE HUNTERS is down 11% in Households and 15% in the P25-54 demo from last year.
HOUSE HUNTERS INT'L is down 13% in Households and 20% in the P25-54 demo from last year.
PROPERTY VIRGINS is down 4% in Households and 19% in the P25-54 demo versus last year.
MY FIRST PLACE is down 1% in Households and 21% in the P25-54 demo against last year.
BUY ME is up 5% in Households and flat in the P25-54 demo from last year.
DESERVING DESIGN is down 11% in both Households and the P25-54 demo against last year.
DEAR GENEVIEVE has held up okay in Households and been able to maintain the demo ratings from its lead-ins.
PROPERTY SHOP has shown slight declines from its lead-in in both Household and the P25-54.
INCOME PROPERTY has had a strong initial showing actually building two out of three airings from HOUSE HUNTERS and maintaining the lead-in the third week.
DESPERATE TO BUY has dropped from the HOUSE HUNTERS INT'L lead-in.
THE UNSELLABLES has been a strong companion to HOUSE HUNTERS INT'L by maintaining its lead-in and even building slightly for some airdates.
PROGRAM ACQUISITIONS:
None announced.
PROGRAM RENEWALS:
None announced.
PROGRAM CANCELLATIONS:
None announced.
ADDITIONAL SHOWS CURRENTLY AIRING:
HAULIN' HOUSE, HIDDEN POTENTIAL, MY PARENTS' HOUSE, OUTER SPACES, GARDENER'S DIARY, GROUND BREAKERS, THE CAROL DUVALL SHOW, SIMPLY QUILTS, DIY TO THE RESCUE, GARDENING BY THE YARD, LOOK WHAT I DID!, HOUSE DETECTIVE, NEW SPACES, TAKEOVER MY MAKEOVER, ROOM SERVICE, FREESTYLE, KIDSPACE, MISSION: ORGANIZATION, RIP & RENEW, HAMMER HEADS, HOMES ACROSS AMERICA, 24 HOUR DESIGN, IF WALLS COULD TALK
