Bravo Analysis - November 2010

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NOVEMBER 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.

NOVEMBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

W25-54

P25-54

Monday 8-11pm

68%

14%

84%

60%

Tuesday 8-11pm

43%

26%

42%

34%

Wednesday 8-11pm

-32%

-54%

-36%

-42%

Thursday 8-11pm

-29%

-37%

-31%

-33%

Friday 8-11pm

-8%

27%

-4%

8%

Saturday 8-11pm

3%

20%

-9%

4%

Sunday 8-11pm

71%

74%

209%

162%

MTWTFSS 8-11pm

10%

0%

20%

14%

Source: The Nielsen Company's National Television Audience Sample

Old South meets Rodeo Drive (otherwise known as the REAL HOUSEWIVES OF ATLANTA and BEVERLY HILLS) continue to drive the REAL HOUSEWIVES franchise and in turn their networks success.  Bravo has done a masterful job of riding this wave to record ratings and launching several new series during these heightened viewing months.

MILLIONAIRE MATCHMAKER and FASHION SHOW are two examples of this successful strategy.  WATCH WHAT HAPPENS LIVE is a spin-off from the successful RH franchise.

It's not all good news, Wednesday and Thursday nights showed significant declines from last year.  Encore plays of REAL HOUSEWIVES at 8 and 9 pm on both nights provided less than stellar ratings, and a poor lead-in for the 10pm timeslot.

REAL HOUSEWIVES OF ATLANTA was stacked on Sunday nights and helped deliver HUGE triple digit increases in ratings from last year.  Most notably in the Women 25-54 demographic.  What a way to end (or begin) your broadcast week, Bravo!

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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