CMT Analysis - July 2010

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JULY 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.

JULY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

W25-54

A25-54

Monday 8-11pm

-18%

-31%

-18%

Tuesday 8-11pm

-13%

9%

9%

Wednesday 8-11pm

-25%

--38%

-40%

Thursday 8-11pm

-26%

-38%

-40%

Friday 8-11pm

5%

  50%

18%

Saturday 8-11pm

-39%

-35%

-33%

Sunday 8-11pm

-22%

-29%

-22%

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 June, CMT retreated from May's scheduling experiment where the network radically altered their scheduling approach by taking it "off the clock," with programs starting well after the top or bottom of the hour. June's return to a top-of-the-hour scheduling format was seemingly rewarded by strong double-digit growth in HH and demos over May's delivery, but July declined from June by nearly 1/3 in HH and RW25-54.

The return of SINGING BEE 2 to the lineup gave CMT its #1 sereis for June in HH delivery, tied with EXTREME MAKEOVER HOME EDITION for #1 for W25-54, and fueling much of Friday's demo growth. 

COAL MINER'S DAUGHTER and CANNONBALL RUN took top honors for Movie telecasts this month.

One bright spot is that CMT's Median Age, which was growing at a 20% clip earlier in the year, flattened considerably over the past three months, when compared with the same period in 2009.

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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