CMT Analysis - November 2010

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OCTOBER 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Still moving away from the music programming on which the network was founded, CMT has begun depending more on movies, with the previous 8pm strip of EXTREME MAKEOVER HOME EDITION now reduced to one night. Original series run on Friday, with Music specials slotted throughout the schedule.

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

NOVEMBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

W25-54

A25-54

Monday 8-11pm

-10%

-23%

 10%

Tuesday 8-11pm

-4%

0%

25%

Wednesday 8-11pm

-7%

-8%

8%

Thursday 8-11pm

 0%

-11%

29%

Friday 8-11pm

-27%

  -24%

-25%

Saturday 8-11pm

14%

 0%

25%

Sunday 8-11pm

-30%

-35%

-25%

MTWTFSS 8-11pm

-8%

-13%

 8%

Source: The Nielsen Company's National Television Audience Sample

"It's them dern DUKES again!" as a heaping portion of the DUKES OF HAZZARD drives five nights of demo growth in November. CMT stripped the series at 8pm -  along with a couple of related specials filling 26% of the network's total Prime hours for this survey, and leading to overall growth of 27% for M25-54 over last year. DUKES-related fare averaged 62% above CMT's overall November RM25-54, and the network as a whole grew 10% in HH Rtg and 17% in RA25-54 over October.

CMT should be pleased with these results, as November represents only the second month of annual growth this year, and comes after a significant dip in October (following September, the other plus month for 2010.)

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 November, CMT broke out each of its Prime movie telecasts seperately. Based on this practice, Movies occupied 11 of the top 20 in slots for HH delivery for the month, with Clint Eastwood's UNFORGIVEN the top offering. The CMT premiere of the Kevin Costner-starrer SWING VOTE also found favor with older female viewers.

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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