A&E Performance/Schedule Analysis - November 2008

Author:
Publish date:
Updated on

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 23, 2008)

TARGET DEMOGRAPHIC:

Strongest demo is P25-54, with a female skew for most programs.

NOVEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

INTERVENTION, DOG THE BOUNTY HUNTER, PARANORMAL STATE, CSI: MIAMI, PARKING WARS

SCHEDULING STRATEGIES:

Beginning in September, 2006, the network introduced a strip of their new acquisition, CSI MIAMI, running Monday to Friday at 8PM. The strip is followed by stacks of their Real Life series SOPRANOS on Mondays and Wednesdays, and another block of CSI MIAMI on Fridays. A mix of series fills weekend prime. With the introduction of the 8PM strip, the schedule is now comprised entirely of series programming, with no anthology slots for single hours and specials. New projects tend to enter the schedule as the current reality series end their premiere runs. New series retain the vertical blocks at either 8P or 10P, maximizing the audience flow established throughout the schedule.

PROGRAM/SCHEDULE CHANGES:

OCTOBER to NOVEMBER:

Thursday - FIRST 48 repeats take over at 10pm, creating a three hour primetime block of the series

Saturday - CSI MIAMI/SOPRANOS is knocked out for the A&E MOVIE

PREMIERES:

None announced

DECEMBER AND BEYOND

PREMIERES:

** December 9th - MANHUNTERS: FUGITIVE TASK FORCE
** January 15th - THE BEAST
** January 19th - PARANORMAL STATE (Season 3)
** February 4th - THE EXTERMINATORS   

YEAR AGO/BIG PICTURE:

An interesting month for the network.  Year ago numbers look good.  Total audiences are up.  So are viewers in every demo break we're tracking.  However, the context dampens the good news just a bit.  Last year at this time, the schedule was in the final month of three month dip in numbers so the increases are relative as always.  The month to month numbers give us some pause.  All demo deliveries are down from October, despite the higher HUT levels in November.  Moreover, it's the second consecutive month that ratings have dropped. 

Last year, December marked the beginning of some big increases.  With one new series slated to begin this December, we're not sure if they can repeat that performance. 

NOVEMBER 2008 PRIMETIME RATINGS ANALYSIS:

Mondays were essentially flat to last year.  W18-49 down slightly.  W25-54 up slightly.  Both demos dropped a tad from last month as well.  That part's not so good.  Stalwart performer INTERVENTION ran an all repeat schedule.  Let's hope it's not wearing thin. 

Tuesdays were up considerably in younger demos versus last year.  Dropping the older skewing CSI MIAMI will do that for you.  THE ROOKIES had a full month of premieres at 10pm, delivering mixed results.  Compared to its FIRST 48 lead-in, the real life series gained men, but lost women.  For a female skewing net, that could be troublesome in the long run.  Still, it hit monthly averages for women so it's not a problem just yet.

Wednesdays also benefited from dumping last year's CSI MIAMI and adding DOG THE BOUNTY HUNTER.  No surprise that the night got younger and stronger.  PARKING WARS was all premieres, finishing just about average for the target female demos.  Like ROOKIES on Tuesday, this real life series is holding serve, but is not a game changer.  Losing more than 25% of the women from its lead-in can't bode well.

Thursday is the first night to actually lose audience versus last year.  No major line-up changes as FIRST 48 repeats dominate in both years.  Month to month numbers are up single digit percentages from October so we're not seeing any reason for alarm at this point.

In a reversal, Fridays got better because of CSI MIAMI.  Last year's movie mix left a lot to be desired.  This year, CSI blew everything out of the water all month, but especially on Thanksgiving weekend. 

Saturday's line-up shifted to movies, a move that we like very much.  Annual comparisons are flat, while monthly growth was significant in M25-54. 

Sundays lost men and gained women versus last year.  SOPRANOS was out, CSI MIAMI was in so no surprise on the flip in demo delivery.  The night actually got older though, something we don't usually see when SOPRANOS leaves the schedule. 


PROGRAM ACQUISITIONS:

CRIMINAL MINDS - acquired exclusive cable rights beginning 9/09; began airing weekly in May, 2008;

PROGRAM RENEWALS:

THE CLEANER (2009); INTERVENTION; PARANORMAL STATE (1/09)

PROGRAM CANCELLATIONS:

None announced

ADDITIONAL SHOWS CURRENTLY AIRING:

SELL THIS HOUSE!, COLD CASE FILES, PRIVATE SESSIONS, AMERICAN JUSTICE, THE SOPRANOS, CROSSING JORDAN

Related