CMT Analysis - September 2011

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SEPTEMBER 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.

SEPTEMBER 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

W25-54

A25-54

Monday 8-11pm

-42%

-50%

-54%

Tuesday 8-11pm

-33%

-30%

-25%

Wednesday 8-11pm

-13%

0%

-8%

Thursday 8-11pm

-24%

11%

-27%

Friday 8-11pm

-17%

0%

-8%

Saturday 8-11pm

-43%

-29%

-41%

Sunday 8-11pm

-49%

-38%

-57%

MTWTFSS 8-11pm

-33%

-23%

-29%

Source: The Nielsen Company's National Television Audience Sample

After two consecutive months of wholesale lineup changes, September offered a mixed bag of series repeats, specials and Movies, along with the premiere of ANGELS AMONG US. The new series got off to a rough start, finishing fifth among series with at least two runs in the survey. Movies filled 47% of Prime in September, down from 57% in August, and dominated the top programs again, with 8 out of the Top 20.

While W25-54 were up significantly over  last year in August, they declined by nearly 1/4 in September, possibly due to the return this month of CMT's periodic practice of scheduling off the clock. Only 12 of the 28 nights in the September survey had a significant portion of their programming starting on the hour or half hour. HH and older women were down by  1/3 from August.

Original series continued on Thursday with 9pm ANGELS AMONG US replacing SWEET HOME ALABAMA, earning half the demo delivery of its predecessor from August.

EXTREME MAKEOVER: HOME EDITION, which  returned in July as a two hour stack 9-11pm on Sunday, grew 50%  in RW25-54 from August to September.

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 September, CMT broke out each of its Prime movie telecasts separately. TOMBSTONE was the top film offering this month, with Friday night's presentations earning the most consistent above average ratings.

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