Bravo Analysis - June 2011 - Multichannel

Bravo Analysis - June 2011

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JUNE 2011 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.

JUNE 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison /June 2011 vs. June 2010  (% Change)

HH

M18-49

W18-49

P18-49

Monday 8-11pm

-20%

-26%

-27%

-26%

Tuesday 8-11pm

5%

-20%

13%

4%

Wednesday 8-11pm

-26%

-40%

-24%

-30%

Thursday 8-11pm

-20%

-27%

-31%

-30%

Friday 8-11pm

-14%

0%

-28%

-21%

Saturday 8-11pm

-22%

-52%

-20%

-32%

Sunday 8-11pm

107%

38%

230%

155%

MTWTFSS 8-11pm

-5%

-25%

-6%

-11%

Source: The Nielsen Company's National Television Audience Sample

Bravo experienced it's first down month in a long time, driven mostly by the exodus of men. Even the network's target of women 18-49 were down 5 of 7 nights from last year.  Tuesdays and Sundays were the only nights showing growth this month.

Mondays were down double digits in every demo this month.  Apparently, PLATINUM HIT isn't one-it dropped over 50% from it's REAL HOUSEWIVES ... lead-in all four weeks.

Tuesdays saw a better fit at 10pm with MILLION DOLLAR DECORATORS which did stellar job of maintaining the REAL HOUSEWIVES lead-in at 9pm.  The TOP CHEF repeat at 9pm on Wednesdays drug down the numbers for the night this month. ROCCO'S DINNER PARTY had a respectable premiere the last week of the month.

Sunday night's original strategy continues to pay huge dividends for Bravo.  The night was up triple digits over last year. The REAL HOUSEWIVES OF... lineup has been the star of Bravo's Sunday night lineup.

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.

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