PERFORMANCE/SCHEDULE ANALYSIS
(Updated as of April 22, 2009)
TARGET DEMOGRAPHIC:
While targeting women 18 to 49, Oxygen is "hyper" focusing on women 18 to 34
MARCH 2009 PRIMETIME SCHEDULE
TOP PRIMETIME SHOWS:
SNAPPED, BAD GIRLS CLUB, AMERICA'S NEXT TOP MODEL and Movies
SCHEDULING STRATEGIES:
Oxygen Media will raise the volume on its successful "Live Out Loud" campaign with the launch of a second night of original programming this summer. At its recent upfront presentation the network revelead some of thier programming initiatives for 2009-2010. They plan to expand the TORI & DEAN franchise with a fourth season; the piloting of a couples makeover show; and the development of a made-for-television movie. Additionally, the network announced the addition of the NAUGHTY KITCHEN, and the development of two new series: KESHIA & KASEEM and CELEB-U-MOMS. Oxygen has decided to move forward with another night of originals and underscore thier long term strategy to appeal to a very valuable audience.
In addition, Tuesday night "Seamless Tuesdays"; continue with original programming all year long. Including THE JANICE DICKINSON MODELING AGENCY, BAD GIRLS CLUB and upcoming DANCE YOUR ASS OFF. These kinds of new saucy shows are part of a long-term programming strategy positioned to appeal to young, entertainment-loving female viewers between 18 and 34 years of age, whom Oxygen refers to as "Generation O."
Their programming strategy is targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm. Oxygen's strategy this past year was to build their core audience. By taking a step beyond their analog lineup, and launching new and engaging digital properties that enhance their position online. Oxygen has a franchise that both consumers and advertisers are paying attention to.
PROGRAM SCHEDULE CHANGES:
FEBRUARY - MARCH:
PREMIERES:
**March 31st - PRETTY WICKED at 11pm
FINALES:
**March 24th - BAD GIRLS CLUB at 10pm
APRIL AND BEYOND:
PREMIERES:
**May 26th - TORI & DEAN: HOME SWEET HOLLYWOOD at 10pm
**June 29th - DANCE YOUR ASS OFF
YEAR AGO/BIG PICTURE:
March: 08-09
Yearly % change* H'hold M25-54 F25-54 P25-54
Monday 8-11pm 0% -- 0% -33%
Tuesday 8-11pm 50% 50% 25% 33%
Wednesday 8-11pm 33% 0% 0% 0%
Thursday 8-11pm 50% 50% 40% 25%
Friday 8-11pm 0% 50% 0% 0%
Saturday 8-11pm -13% 0% -9% -13%
Sunday 8-11pm 50% -33% 40% 0%
MTWTFSS 8-11pm 25% -33% 20% 0%
*The Nielsen Company's National Television Audience Sample
Compared to March 2008, one year ago - there has been a substantial growth for ratings, share and delivery.Overall share were up +25%, and delivery was up +19%.Women 18-49 was up +29% in delivery.The Oxygen MOVIE, SNAPPED, and BAD GIRLS CLUB were all up substantially from one year ago. SNAPPED and BAD GIRLS CLUB delivery were up +68% and +41%, respectively.
MARCH 2009 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demo delivery was on par this month compared to last month.Overall share and delivery fell flat.Women 18-49 delivery was up a modest +1%.Tuesday, Thursday and Sunday nights in particular had significant growth in terms of share and delivery this month. Share was up +20%, and delivery was up +23%, +7% and +23%, respectively.Women 25-54 was also up on these nights as well.Delivery was up +20%, +12% and +19%.
Wednesday, Friday and Saturday nights was the Oxygen double feature.MOVIES were down this month.Some titles worthy of mentioning were: Ever After, Notting Hill, Steel Magnolias, and Ever After. All solid titles, some perhaps more dated, but classic female feel good films none-the-less.And more importantly bigger box office theatricals that have "A" list female talent attached to the films.
Monday and Sunday nights were stacks of AMERICA'S NEXT TOP MODEL.Share was up +25%, and delivery was up +14%.TOP MODEL continues to bring the network's median age down.
Tuesdays nights stack of signature series BAD GIRLS CLUB, was up +20% share and +24% in delivery this month.The March 10th telecast of BAD GIRLS CLUB became the series' highest rated and most watched telecast among Adults 18-49, Women 18-49 and total viewers. With a median age of 27.1, Oxygen was the number #1 cable network for its key demo Women 18-34 in the 10pm hour. (Oxygen press).Compared to the average of the first 12 episodes of BAD GIRLS season #2, Season #3 is up 46% for Adults 18-49.And the March 24th season finale was the top telecast for the day with Women 18-34 and became the series most watched telecast among total viewers.
On Tuesday, March 31st was the premiere of PRETTY WICKED at 11pm.The launch of this new reality competition show was reported that the median age of 24 was also the youngest aged series-opener to-date for the channel.We will have more details next month on this new series. And rounding out the month on Thursday nights were the stack of signature show SNAPPED.SNAPPED was up +20% in overall share.
ADDITIONAL RATINGS INFO:
Among W18-34, Oxygen is the fastest growing network versus all ad supported cable entertainment networks and in the first quarter of 2009, Oxygen celebrated its youngest quarter ever with a median age of 39. Currently, Oxygen ranks #21 among all ad supported entertainment cable networks for W18-34, #23 among W18-49, and #27 among A18-49. (Oxygen 4/15/09)
PROGRAM ACQUISITIONS:
AMERICA'S NEXT TOP MODEL premiered January 2009. (Oxygen has acquired rights to the full library of the reality competition series, including current and future cycles. The CW series is now in its 11th cycle and is in production on the 12th)
PROGRAM RENEWALS:
BAD GIRLS CLUB (season #4)
PROGRAM CANCELLATIONS:
None announced.
ADDITIONAL SHOWS CURRENTLY AIRING:
LIVING SINGLE, GRACE UNDER FIRE, A DIFFERENT WORLD, MAD ABOUT YOU, ELLEN, XENA: WARRIOR PRINCESS, ABSOLUTELY FABULOUS, THE ELLEN DEGENERES SHOW, INHALE
