PERFORMANCE/SCHEDULE ANALYSIS
(Updated as of May 22, 2009)
TARGET DEMOGRAPHIC:
Women 18-54.
APRIL 2009 PRIMETIME SCHEDULE
TOP PRIMETIME SHOWS:
BRIDEZILLAS, 20/20 on WE, 48 HOURS ON WE, CINEMATHERAPY, PLATINUM WEDDINGS, FBI FILES, LITTLE MISS PERFECT, THE LOCATOR
SCHEDULING STRATEGIES:
Armed with a new tagline and strong 2008 ratings performances, WE TV will launch seven new reality series in 2009 targeted to its young, female core audience. At their recent 2009-2010 Upfront, WE announced that its upcoming schedule will offer more than 50% of original content, which will encompass three branded genres: "WE Go Bridal", which will showcase wedding shows like BRIDEZILLAS, "WE Reveal", featuring life stories of intriguing women, and "WE Transform", offering real-life stories of personal change.
Featuring these new kinds of programming will not only resonate with their target audience, its intention is to also differentiate themselves in the television landscape. Maintaining such a strategy is important to their long-term success and brand-building.
WE also appears to be in the game for off-network acquisitions.They acquired CBS' GHOST WHISPERER which will premiere in Fall '09, and will be adding three new three new series to its more immediate lineup, which had also included BABY BORROWERS and the CW'S GIRLFRIENDS.
In addition, WE creates movie stunts, a theme week or weekend titled Movie Film Festival.This not only gives them something to promote on-air and off, but allows them to make some noise and create an event around old movie titles that have been around for a while.
PROGRAM/SCHEDULE CHANGES:
MARCH - APRIL:
PREMIERES:
**March 3rd - FIRST LADY OF JAMAICA at 10pm (one-hour special)
**March 8th - March 15th - WE GO BRIDAL WEEK
**March 21st - THE LOCATOR (season #2) at 9pm
**March 22nd - PLATINUM WEDDINGS at 10pm
**April 5th - WOMEN ON DEATH ROW at 8pm
**April 7th - WOMEN BEHIND BARS (season #2) at 10pm
**April 25th - I WANT TO SAVE YOUR LIFE at 10pm
MAY AND BEYOND:
PREMIERES:
**June 7th - TOP 10 BRIDEZILLA MOMENTS (1 hr special) at 8pm
**June 7th - BRIDEZILLAS (season #6) at 9pm
**June 7th - AMAZING WEDDING CAKES (season #2) at 10pm
**June 11th - RAISING SEXTUPLETS at 10pm
**September 27th - MY FAIR WEDDING (season #2) at 10pm
FINALES:
**May 31st - PLATINUM WEDDINGS at 10pm
YEAR AGO/BIG PICTURE:
April 08-09:
Yearly % change* H'hold M25-54 F25-54 P25-54
Monday 8-11pm 50% -- 100% 50%
Tuesday 8-11pm 0% -- 0% 0%
Wednesday 8-11pm 0% -- 33% 50%
Thursday 8-11pm 0% -- 0% 0%
Friday 8-11pm 33% 0% 33% 50%
Saturday 8-11pm 0% -50% -13% -33%
Sunday 8-11pm 50% -- 100% 200%
MTWTFSS 8-11pm 0% 0% 33% 50%
*The Nielsen Company's National Television Audience Sample
As compared to one year ago last April 2008, WE was up in terms of ratings, share and delivery. Share fell flat and delivery was up +24%. Women 25-54 was up +33% share and +19% delivery. WOMEN BEHIND BARS was up +15% in delivery and 48 HOURS ON WE was up +38% from one year ago.
APRIL 2009 PRIMETIME RATINGS ANALYSIS:
WE's primetime program average Monday-Sunday for ratings, share and delivery were up this month as compared to last month. Overall share fell flat but delivery was up +12%. Women 18-49 was up a modest +1% while Women 25-54 were up +9% in overall delivery. Sunday nights in particular this month saw significant growth. Share was up +50% and delivery was up +24%. And Women 18-49 share was up +33%.
Monday nights regular programming was interrupted to pay special tribute to the late, great Bea Arthur who passed away. Stacks of off-network acquisition GOLDEN GIRLS ran throughout the month in primetime on Monday nights. Tuesday, April 7th kicked off the second season premiere of WOMEN BEHIND BARS. WOMEN BEHIND BARS , a weekly stack continues to be one of the highest rated programs on the network with its intense and graphic content. Wednesday nights double stack of 20/20 ON WE was down -14% in delivery this month. Followed by THE LOCATOR which premiered its second season last month. THE LOCATOR was down -17% share this month, even as it was in new episodes.
Thursday nights CINEMATHERAPY was also down -17% share this month. All solid, contemporary titles, but perhaps that have been run repeatedly. Friday nights continued with stacks of 48 HOURS ON WE. 48 HOURS was down in all key demos this month. This popular news magazine series features captivating stories, as told through its investigative reporting approach which made it a perfect lead-in to a documentary special THE FIRST COLUMBINE which aired on the 17th.
Saturday nights this month were half-hour stacks of THE LOCATOR. LOCATOR actually premiered last month as a one hour special. On Saturday, April 25th was the premiere of I WANT TO SAVE YOUR LIFE at 10pm. A perfect accompaninent to THE LOCATOR, this brand new original intervention series maintained a heavy concentration of female demos. We'll keep an eye on this newcomer to see how it performs in future weeks.
And rounding out the month on Sunday nights was the We Go Bridal block were BRIDEZILLAS and PLATINUM WEDDINGS. BRIDEZILLAS was down -28% delivery this month while PLATINUM WEDDINGS was up +30%. WEDDINGS was in all new episodes this month. On Sunday, April 5th was the premiere of WOMEN ON DEATH ROW 4 special. This is the fourth installment on this special/series, and was also repeated on April 7th, as a strong lead-in for the premiere of WOMEN BEHIND BARS.
Overall a pretty consistent month of solid ratings with new and returning original series added to the line-up.
PROGRAM ACQUISITIONS:
GHOST WHISPERER (off-net CBS. Share with SciFi Channel)
GIRLFRIENDS (Off-net CW, last three seasons)
FBI FILES
PROGRAM RENEWALS:
THE LOCATOR (season #2, 14 episodes)
BRIDEZILLAS (season #6, 22 one-hour episodes, slated to debut June 2009)
PROGRAM CANCELLATIONS:
None announced.
ADDITIONAL SHOWS CURRENTLY AIRING:
JOHN EDWARD CROSS COUNTRY, WEDDING CENTRAL, AMAZING WEDDING CAKES, MY FAIR WEDDING, MOMMA'S BOYS, SEX CHANGE HOSPITAL, THE GOLDEN GIRLS, THE LOCATOR, WOMEN BEHIND BARS
