CMT Analysis - August 2011 - Multichannel

CMT Analysis - August 2011

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AUGUST 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

While Music still informs many of CMT's  original series such as THE SINGING BEE and CMT'S NEXT SUPERSTAR, movies and acquired series dominate the schedule six nights per week. EXTREME MAKEOVER HOME EDITION periodically strips at 8pm Monday -Thursday, followed by a Movie most nights. Original series have moved to Thursday from Friday, with Music specials slotted throughout the schedule.

Weekend strategy consists of slotting series and movies interspersed with Comedy and Music specials. Series are beginning to establish a presence on Sundays.

After scheduling Prime "off the clock" with most programs starting at some point during the third quarter of the hour in December, CMT returned to starting on the hour and half-hour in January, and has continued this practice throughout 2011.

AUGUST 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison /August 2011 vs. August 2010  (% Change)

HH

W25-54

A25-54

Monday 8-11pm

56%

71%

50%

Tuesday 8-11pm

-36%

-22%

-37%

Wednesday 8-11pm

0%

22%

-10%

Thursday 8-11pm

12%

27%

10%

Friday 8-11pm

35%

55%

30%

Saturday 8-11pm

36%

92%

50%

Sunday 8-11pm

-32%

-15%

-29%

MTWTFSS 8-11pm

5%

25%

0%

Source: The Nielsen Company's National Television Audience Sample

CMT's Prime lineup went through wholesale changes in August, following a July where every time period underwent a shift in programming. Movies filled 57% of Prime in August with original series SWEET HOME ALABAMA and TEXAS WOMEN  remaining on Thursday, the new night for original series. Movies also dominated the top programs again in August, with 15 out of the Top 20.

W25-54 were up significantly over  last year, and up by more than 1/3 in from July.

Original series continued on Thursday with 9pm SWEET HOME ALABAMA  and 10PM TEXAS WOMEN essentially flat with their debut demo delivery from July.

EXTREME MAKEOVER: HOME EDITION which  returned in July as a two hour stack 9-11pm on Sunday, dropped 33% in RW25-54 from July to August

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 July, CMT broke out each of its Prime movie telecasts separately. FRIED GREEN TOMATOES, CROCODILE DUNDEE and STEEL MAGNOLIAS were the top film offerings this month, with Friday night's presentations earning the most consistent above average ratings.

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, adventure-based reality series and original movies.

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