Bravo Performance/Schedule Analysis - August 2008

Author:
Updated:
Original:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 25, 2008)

TARGET DEMOGRAPHIC:

Adults 18-49 & 25-54. 56% of Bravo's prime audience is 18-49 and network skews slightly female. Bravo recently announced that they will shift their sales focus from adults 25-54 to adults 18-49.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

LAW & ORDER: CI, PROJECT RUNWAY, MILLION DOLLAR LISTING, KATHY GRIFFIN, FLIPPING OUT, SHEAR GENIUS, DATE MY EX, TABITHA'S SALON TAKEOVER

SCHEDULING STRATEGIES:

Bravo announced plans to increase its programming hours by 45%, adding a fourth night of programming on Mondays and introduces a slate of new and returning series to its lineup.During its recent Upfront, Bravo unveiled a robust slate of 12 returning series.

Bravo's third night of original programming on Thursdays is a perfect opportunity to build on the cabler's success programming of docudramas on Tuesdays and competition reality fare on Wednesdays. Bravo continues to thrive and attract viewers that are passionate and can't get enough of five affinity groups: fashion, food, design, beauty and pop culture.

Another strategy that Bravo does is they marathon (repeat airings). Repeats of original programs, reruns of network series, reality shows and movies. And by doing so, this model has allowed them to draw in more viewers without producing a lot of new programming.


PROGRAM/SCHEDULE CHANGES:

JULY - AUGUST 2008:

PREMIERES:

**July 16th - PROJECT RUNWAY season #5 at 9pm
** July 21st - Date My Ex at 10pm
** August 5th - MILLION DOLLAR LISTING at 11pm
** August 21st - TABITHA'S SALON TAKEOVER at 10pm

SEPTEMBER AND BEYOND:

PREMIERES:

**September 3rd - TOP DESIGN season #2 at 10pm
**October 2nd - TIM GUNN'S GUIDE TO STYLE (season #2) at 11pm.  Starting October 16th, the series will air in its regular time period on Thursdays at 10pm.
**October 7th - REAL HOUSEWIVES OF ATLANTA at 10pm.  Thereafter airs in regular time slot on Tuesdayas at 9pm.
**October - SWINGTOWN (off CBS acquisition, 13 eps)

FINALES:

** September 9th - MILLION DOLLAR LISTING at 10pm

YEAR AGO/BIG PICTURE:

As compared to a year ago August '08, Bravo had substantial growth in all key demos including 18-49 & 25-54 on many nights.Overall share and delivery was up +13% and +19%, respectively.Delivery for Adults 18-49 was up +18% and Adults 25-54 was up +11%.KATHY GRIFFIN was up +100% share and +99% in delivery.FLIPPING OUT was up +100% share and RUNWAY was up +100% overall share from one year ago.

AUGUST 2008 MONTHLY PRIMETIME RATINGS ANALYSIS:

The overall primetime average for ratings, share and delivery was up this month compared to July.Overall share and delivery was up +13% and +26%, respectively.Wednesdays and Thursdays nights in particular showed the most significant growth.Wednesday was up by +50% share and +65% delivery.Thursday nights were up +50% share and +48% delivery.Women 18-49 share was up on considerably on Wednesday nights by as much as +52% and +60%, respectively.

Monday nights was a double header of PROJECT RUNWAY, followed by DATE MY EX.RUNWAY was up +17% in overall delivery this month, while EX which premiered last month was down in key demos overall.Tuesday nights FLIPPING OUT led into the premiere season of MILLION DOLLAR LISTING.FLIPPING OUT was up +17% in overall share, and up in all key demos.Bravo delivered a high dose of real estate drama and record ratings success with these two hit series, posting double digit growth for both series finale and premiere.

Wednesday nights double dose of PROJECT RUNWAY led into another signature series SHEAR GENIUS.The season finale of GENIUS this month was up +68% among Adults 18-49 and up +77% in total viewers versus the season-one average (Bravo press).Wednesday nights in general tend to be where Bravo execs highlight some of their best shows, from TOP CHEF to RUNWAY to GENIUS...do we see a scheduling pattern here or just really good programming?

Thursdays nights were a mixed bag of originals.KATHY GRIFFIN: MY LIFE ON THE D-LIST was up +33% share and +48% delivery overall this month. Ever popular GRIFFIN finished its run and let into the premiere of TABITHA'S TAKEOVER SALON at 10pm on August 21st.Former SHEAR GENIUS contestant Tabatha Coffey travels the country looking to take over and improve American hair salons.Yet another makeover show, it already looks like a winner, winning over the female 18-49 demographics.We'll keep our eye on this one in future weeks to see how it holds up.

Friday & Saturday nights were movies, movies and more movies.The Bravo movie was up slightly this month in overall delivery and some titles worthy of mentioning are:Miss Congeniality, Thomas Crown Affair, Serendipity, and Legally Blonde.And rounding out the month on Sunday nights as usual was LAW & ORDER: CRIMINAL INTENT.A staple for the Channel; although down this month in key demos - this month was all about the originals anyway.

ADDITIONAL RATINGS ANALYSIS:

None announced.

PROGRAM ACQUISITIONS:

SWINGTOWN (off CBS).  13 episodes.  Starts October 2008.

QUARTERLIFE (off NBC) Five one-hour episodes remain in the original network order. The episodes are based on 38 eight-minute shorts that first ran online.

PROGRAM RENEWALS:

KATHY GRIFFIN: MY LIFE ON THE D-LIST (season #5)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

WORK OUT, MOST OUTRAGEOUS MOMENTS, BETTER HALF, TOP DESIGN, INSIDE THE ACTOR'S STUDIO, MAKE ME A SUPERMODEL

Related