Bravo Performance/Schedule Analysis - September 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 29, 2009)

CURRENT AND SIGNATURE PROGRAMS:

FASHION SHOW(REALITY)
Hosted by Isaac Mizrahi and Kelly Rowland, follows professional designers as they strive to make their mark in the world of fashion and compete for a chance to have their designs sold for the mass retail market.
Status: Premiere Date: May 7th at 10pm.


NEW YORK CITY PREP (DOCU/REALITY)
A docu-series that follows a clique of six real-life Blair Waldorfs  living it up on New York's Upper East Side.

REAL HOUSEWIVES OF NEW JERSEY

The latest in the HOUSEWIVESfranchise follows five affluent Garden State housewives through their daily lives. Unlike previous series (Orange County, New York City) some of these women know one another well.


TOP CHEF MASTERS (REALITY)
A spinoff of Bravo's tentpole competition series where the tables will turn on TOP CHEF'S roster of celebrity gastronomes, as kitchen artists like Wylie Dufresne and Anita Lo will compete for the eponymous title and $100,000 to be donated to a charity of their choice.


AUGUST 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

NYC PREP, REAL HOUSEWIVES OF ORANGE COUNTY, FASHION SHOW, REAL HOUSEWIVES OF NEW JERSEY, TOP CHEF MASTERS

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.

The schedule balances original series with Hollywood movies and Law & Order: Criminal Intent, an off-broadcast acquisition. Everything on the network is an hourlong except for movie blocks. In July there were two of these: all of primetime on Friday night and on Saturday, two hours starting at 9pm.


UPCOMING PREMIERES:

** September 16 - LAUNCH MY LINE - New


AUGUST 2009 MONTHLY PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison:
August 2009 vs. August 2008:

HH

M25-54

W25-54

P25-54

Monday 8-11pm

13%

67%

24%

37%

Tuesday 8-11pm

7%

-10%

16%

7%

Wednesday 8-11pm

-43%

-7%

-39%

-32%

Thursday 8-11pm

98%

192%

114%

132%

Friday 8-11pm

14%

62%

16%

31%

Saturday 8-11pm

5%

71%

23%

41%

Sunday 8-11pm

34%

47%

41%

43%

MTWTFSS 8-11pm

6%

39%

13%

19%

Source: The Nielsen Company's National Television Audience Sample

August was an unusually busy month at Bravo, with premiers and finales, a number of them in the middle of the month. This meant a bit less scheduling consistency than usual, so month-to-month comparisons will be somewhat less enlightening than usual. Regardless"¦

What a difference a month "" and all the work at the network and by producers in the field "" makes.

The July analyses started with "Uh oh" and described the negative impact last month of the reduced presence of REAL HOUSEWIVES episodes. Well, August was was bounce-back time. Even though it was fueled considerably by more REAL HOUSEWIVES OF ATLANTA episodes, the HOUSEWIVES franchise had some significant help this time. A new season of FLIPPING OUT premiered, with very solid numbers. Real estate speculator and designer Jeff Lewis has been knocked back by the housing bust "" he's doing more design and less flipping "" and anyone who's watched TV for more than five minutes in the last decade knows that setbacks or humiliations only ramp-up narrative possibilities. Just two episodes aired in August, but their numbers were solid and nearly identical. This series will be interesting to track.

Much higher on the radar were TOP CHEF's premier of season six, this time in foodie-sexy Las Vegas, and its very clever scheduling coordination with the season two finale of TOP CHEF MASTERS. These guys are awfully slick. TOP CHEF LAS VEGAS premiered, with all attendant promotional hoopla at 9pm on a Wednesday night. Killer numbers. It tripled its lead-in. Then, with all that custom-tailored help, the TOP CHEF MASTERS finale ran at 10pm and held it fantastic lead-in. Fantastic.Next time you see a Bravo executive, buy him/her an ice cold Martini and thank your lucky stars that there are some folks in the business who really know what they're doing.

The season two premier of THE RACHAEL ZOE PROJECT delivered above average numbers, driven, in part, by what appears in early episodes to be a sharper focus on personal pressures in her life. It built on a REAL HOUSEWIVES OF ATLANTA lead-in. 'Nuff said. That may be the best possible bragging right at the network these days. THE RACHAEL ZOE PROJECT premiered in the final week of August, so we'll have much more to look at next month.

Rounding out series milestones, MIAMI SOCIAL, which had consistently built its audience throughout August, reached its season finale with a very solid audience. Will the numbers be good enough for a renewal?

Some numbers: Month-to-month, three nights knocked it out of the park: Tuesdays, with REAL HOUSEWIVES OF ATLANTA, MIAMI SOCIAL and FLIPPING OUT, were up HH33%, 50% among both younger and older men and by roughly 35% among both categories of women.Wednesdays, a stack of mostly TOP CHEF MASTERS, was up HH67%. Growth in men was huge: M18-49 124% and M25-54 117%. Women were up F18-49 74% and F25-54 76%. Phew! But wait! Thursday was even better: Households were up 102%, with the following four killer specifics: M18-49 218%, M25-54 also 218%, F18-49 155% and F25-54 138%. Phew!

Some icing on the cake "" the kind that can eventually translate into more adsales dollars: The estimated median age of viewers was down 10%.

PROGRAM ACQUISITIONS:


None announced


PROGRAM RENEWALS:

KATHY GRIFFIN: MY LIFE ON THE D-LIST (season #5) 
FLIPPING OUT (8/09)
MILLION DOLLAR LISTING (season #3)
THE RACHEL ZOE PROJECT (8/09)
TABITHA'S TAKEOVER SALON (season #2)
THE REAL HOUSEWIVES OF ATLANTA (season #2)
THE REAL HOUSEWIVES OF ORANGE COUNTY (season #5)
SHEAR GENIUS (Season 3)
INSIDE THE ACTOR'S STUDIO (season #15)
TOP CHEF (season #6)
REAL HOUSEWIVES OF NEW YORK - Season 3 (2010)

PROGRAM CANCELLATIONS:

None announced.

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