CMT Analysis - August 2010

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AUGUST 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

While still moving away from the  music programming on which the network was founded, CMT has returned to  stripping EXTREME MAKEOVER HOME EDITION at 8p each weeknight, replacing the off-Fox series ARE YOU SMARTER THAN A FIFTH GRADER. The strip is followed by a variety of series blocks and specials, which alternate with Movies at 9p most weeknights..

Weekend strategy consists of slotting series and movies interspersed with Comedy and Music specials.

AUGUST 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

W25-54

A25-54

Monday 8-11pm

-20%

-42%

-27%

Tuesday 8-11pm

17%

20%

36%

Wednesday 8-11pm

-22%

--18%

-9%

Thursday 8-11pm

-39%

-31%

-33%

Friday 8-11pm

-17%

  -31%

-33%

Saturday 8-11pm

-11%

-40%

-29%

Sunday 8-11pm

-12%

-20%

-14%

MTWTFSS 8-11pm

--23%

-14%

-15%

Source: The Nielsen Company's National Television Audience Sample

CMT has been moving towards light entertainment/reality and away from music for months now, although it still finds some of its highest ratings from music-oriented series and specials.

In August, CMT halved July's year-to-year declines in HH and demos. While posting modest double-digit losses from August 2009, the month is up 10% in HH and A25-54 from last month.

In a shift from how Nielsen has listed CMT's programming in the past, the ratings from certain Prime Movie telecasts no longer appear under a single COUNTRY MUSIC THEATER umbrella. For August, CMT broke out each of its Prime movie telecasts seperately. Based on this practice, Movies occupied 16 of the top 20 in slots for HH delivery for the month.

Tuesday's Movie presentations were the most successful, with two runs of CROCODILE DUNDEE and a run of SON-IN-LAW earning the top three slots among all CMT Prime programs for August. These strong showings helped the night to double-digit growth in HH and demos over last year. Men, in particular, favored these titles with RM25-54 up 67% for the night overall. Replacing July's SINGING BEE 2 telecasts also earned strong double-digit HH and demo growth over last month.

CABLEU NEED TO KNOW:

The Network could use some series with a longer shelf life.  Competition/elimination based formats are fun to watch, but don't have the strength to repeat down the road, something that's increasingly becoming a necessity on this network. The common thread in all of CMT's needs is that they be family-friendly

In addition to the music fare that was the bedrock of the Network, CMT is looking for sitcoms, comedic reality and adventure-based reality series.

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