Bravo Analysis - December 2010

Author:
Publish date:
Updated on

DECEMBER 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

This is a female-leaning network, but plenty of men show up, too. As much as any network in cable, Bravo has a "feel." It's bright, highly energetic and exudes an urban, upscale, sassy sensibility. The network has kept that vibe from becoming snobbish or off-putting with a winking admission that this is all just good, light, entertaining fun -- and everyone's invited. And... though that's mostly work accomplished in development, production and post efforts, it's also a scheduling strategy. With the possible exception of the off-network drama LAW & ORDER: CRIMINAL INTENT, there's almost never a show on Bravo's air that feels out of place. So, even though they stack very heavily, a viewer watching at, say, 9pm every night, will see a different program each day, but still feel very much a Bravo viewer. The schedule balances original series with Hollywood movies and off-network drama. Hourlong programs dominate.

DECEMBER 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison /December 2010 vs. December 2009 (% Change)

HH

M25-54

W25-54

P25-54

Monday 8-11pm

72%

-6%

91%

56%

Tuesday 8-11pm

51%

47%

47%

44%

Wednesday 8-11pm

-5%

-4%

-2%

0%

Thursday 8-11pm

13%

-14%

12%

5%

Friday 8-11pm

-14%

-21%

-13%

-15%

Saturday 8-11pm

5%

-10%

11%

4%

Sunday 8-11pm

61%

67%

209%

154%

MTWTFSS 8-11pm

25%

5%

41%

29%

Source: The Nielsen Company's National Television Audience Sample

Sunday night domination propels Bravo's hot streak for another month.  REAL HOUSEWIVES OF ATLANTA provided strong growth in the male demo (one of only two nights building Male viewership this month) but added triple-digit growth in the critical female demo.

The only other night showing growth in all key demos was Tuesday's line-up of MILLIONAIRE MATCHMAKER and FASHION SHOW. Large double-digit growth in all demos highlighted Tuesdays this month.

Monday's posted the second highest night of growth over last year with a double-dose of REAL HOUSEWIVES OF ATLANTA and 10pm chaser of TABATHA'S SALON TAKEOVER.

Bravo does have some nights that fell short, Wednesdays in particular showed declines in several demos from last year.  TOP CHEF has been the Wednesday anchor but is showing some early signs of age.

Friday's BRAVO MOVIE franchise delivered the only night of declines across all key demos for Bravo.  Overall Bravo had growth on five nights, one was flat and only Fridays showed declines from last year.

CABLEU NEED TO KNOW:

Bravo is as good as any network at banging on all cylinders. Watching this network, you get the a real sense of place, of Bravo being a destination for a viewer who thinks of herself as saavy and hip. But Bravo might be this year's TLC - where last year TLC's schedule was thrown into disarray through both the wild success (and overuse) JON & KATE PLUS 8, Bravo is presently drawing very heavily form the HOUSEWIVES OF franchise. Orange County, Atlanta, New Jersey now... Washington, DC on the way. When you think about Bravo, think about what will draw the same kind of viewer who tunes in for HOUSEWIVES OF. It's going to be in the schedule for the foreseeable future, so they'll need programs to compliment it. And, think about the next new franchise for them, because this one's in an extremely heavy rotation. It may last, or it may reach critical mass and slide this year. No way to know, but help the good folks at Bravo prepare, either way.

Related