Bravo Performance/Schedule Analysis - June 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of July 20, 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.

JUNE 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

LAW & ORDER: CI, PROJECT RUNWAY, TOP CHEF, REAL HOUSEWIVES OF NYC, STEP IT UP & DANCE, KATHY GRIFFIN, FLIPPING OUT

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:

MAY - JUNE 2008:

PREMIERES

    **June 17th - FLIPPING OUT season #2 at 10pm
    **June 12th - KATHY GRIFFIN: MY LIFE ON THE D LIST season #4 at 9pm
    **June 12th - BRAVO'S A-LIST AWARDS at 10pm
    **June 25th - SHEAR GENIUS season #2 at 10pm

FINALES:

  **June 10th - WORK OUT at 10pm

  ** June 11th - TOP CHEF at 10pm

JULYAND BEYOND:

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

    **3rd Quarter 2008 - TOP DESIGN season #2

YEAR AGO/BIG PICTURE:

As compared to a year ago June ‘07, Bravo was down slightly or fell flat in the overall demos.However Women 18-49 was up by as much as +22% share and +18% in delivery.TOP CHEF was up +11% share and +12% in delivery.KATH GRIFFIN was up with Women 18-49 by +10% share from one year ago.

JUNE 2008 MONTHLY PRIMETIME RATINGS ANALYSIS: 

The overall primetime average for ratings, share and demos was down slightly this month compared to May.Specific night saw sizeable increases.Tuesdays and Thursdays in particular showed the most significant growth.Tuesday was up by +20% share and +29% delivery.Thursday nights were up +14% share and +18% delivery.Women 18-49 share was up on both of these nights as well by as much as +38% and +30%, respectively.

Monday nights this month were a mix bag of repeat originals and movies.Movies in general were up +33% in overall share this month.Tuesday nights WORK OUT lead way into the season premiere of FLIPPING OUT.WORK OUT’s finale on June 10th left with a bang.WORK OUT was up +29% in delivery this month along.And FLIPPING OUT season two premiere drew in a huge concentration of Adult viewers 18-49.

Wednesday nights are all about TOP CHEF, one of the highest rated shows on the Channel. The top-rated food show on cable, this season’s final episode of TOP CHEF: CHICAGO drew in 2.53 million adults 18-49, up 16% from the 2.18 million it recorded in last season’s finale. This year’s iteration was the highest-rated TOP CHEF, averaging 1.81 million adults each week, up 23% versus the 1.47 million adults who tuned in last season. (Multichannel 6/12/08).And on Wednesday, June 25th the premiere of SHEAR GENIUS hit a season high in total viewers and Adults 18-49.Clearly two of Bravo’s most defined signature shows coming back stronger season after season.

Thursdays premiered KATHY GRIFFIN: MY LIFE ON THE D-LIST, as well as Bravo’s first ever A-LIST AWARDS, also hosted by Kathy Griffin.THE A-LIST AWARDS drew in a heavy concentration of Adults18-49, and 1.1 million total viewers. The A-List Red Carpet Preview Special at 8:30pm which and hosted by Tim Gunn attracted a half million total viewers.Season #4 of GRIFFIN at 9pm (later this month moved to its regular time slot on Thursdays at 10pm) debuted with 569,000 A18-49 viewers and 928,000 total viewers. (Bravo press).Griffin has become a staple on this network, and a signature of her own.

Friday & Saturday nights were all about movies.Some real solid titles worthy of mentioning are: Brokeback Mountain, Gangs of New York, Training Day, Casino, and Bridget Jones Diary.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:

Bravo rose to its best performance in prime-time among total viewers and adults 18-49, with gains of 23 and 45 percent, respectively, from one year earlier. This marked Bravo's 11th consecutive quarter of year-to-year gains in the demo. (Bravo press)

PROGRAM ACQUISITIONS:

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:

MILLION DOLLAR LISTING (Season 2), THE MILLIONAIRE MATCHMAKER (Season 2), THE REAL HOUSEWIVES OF NEW YORK CITY (Season 2/2009), THE REAL HOUSEWIVES OF ORANGE COUNTY (Season 4/4th Qtr '08), TIM GUNN'S GUIDE TO STYLE (Season 2/4th Qtr '08), TOP CHEF (Season 5), MAKE ME A SUPERMODEL (in 2009), TOP CHEF: NEW YORK (4th Qtr '08)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

WORK OUT, TAXICAB CONFESSIONS, THE REAL HOUSEWIVES OF ORANGE COUNTY, THE WEST WING, MOST OUTRAGEOUS MOMENTS, SHEAR GENIUS, BETTER HALF, SIX FEET UNDER

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