CMT Performance/Schedule Analysis - August 2009

Author:
Publish date:
Updated on

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 17, 2009)

CURRENT AND SIGNATURE PROGRAMS:

CAN YOU DUET (REALITY COMPETITION)
Thousands of country star hopefuls auditioned, but only two performers will make the final cut to become country's next great duo on the second season of the CMT music competition series.
Status: Season 2 Premiered June 2009. 1 x120, 7 x 60 Produced by Freemantle N. America

CMT CROSSROADS (MUSIC)
Series pairs country music artists with musicians from other genres discussing music, exchanging stories and sharing their passion for music.
Status:

CMT INSIDER (MAGAZINE)
Weekly magazine show featuring top stories in the country music arena, from interviews and news to country music billboards and video releases.  Hosted by Katie Cook.

CMT MUSIC AWARDS (AWARD)
Award show that features most popular country music stars of the year (annual special.)

COUNTRY FRIED HOME VIDEOS (MUSIC)
Home videos from the heartland of America.

DALLAS COWBOYS CHEERLEADERS: MAKING THE TEAM (REALITY)
Follows the tryouts of the Dallas Cowboys Cheerleaders.

EXTREME MAKEOVER HOME EDITION (MAKEOVER)
A family that has faced hardship has their dilapidated house completely rebuilt while they are away on vacation for a week.
Status: Currently Airing. Off-ABC

HULK HOGAN'S CELEBRITY CHAMPIONSHIP WRESTLING (REALITY)
Combination wrestling and elimination series, ten celebrities are trained by former pros as they go for the title of Celebrity All-Star Wrestling Champion.  Celebs include Danny Bonaduce, Dennis Rodman, Dustin Diamond, and Nikki Ziering.

GONE COUNTRY (MUSIC)
Established music and entertainment stars take on country music.  Celebs this season include  Justin Guarini, George Clinton, Taylor Dayne, and former Miss USA, Tara Connor

MY BIG REDNECK WEDDING (REALITY)
Features down home weddings, each with their own unique qualities.  Hosted by Tom Arnold.

NANNY 911 (REALITY)
Nannies are sent in to bring out-of-control families back in line.
Status: Currently Airing. Off-Fox

OUTSIDER'S INN (REALITY)
A spin-off of GONE COUNTRY.  Former castmates Maureen McCormick, Bobby Brown, and Carnie Wilson get together to run a B&B in rural Tennessee.  McCormick leases the inn, calling on her friends for help to tackle the eclectic houseguests and problems that arise.

THE SINGING BEE (REALITY)
The NBC series comes over with slight variations to the format.
Premiere Date: June 16, 2009. 10x60.  Produced by Juma Entertainment & The Gurin Company

TRICK MY TRUCK (REALITY)
Features "Chrome Shop Mafia" as they remake and customize big rig trucks to the surprise of the owners.

WORLD'S STRICTEST PARENTS (REALITY)
CMT documents the journey of two unruly teens from different families as they are forced to adapt to the rules and regulations of very strict host parents.
Status: Currently Airing.  Produced by Ricochet Television.

TARGET DEMOGRAPHIC:

Adults & Females 25-54.

AUGUST 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS: 

RON WHITE: THEY CALL ME TATOR, TERRY FATOR: LIVE FROM LAS VEGAS, SINGING BEE, MOVIE, LARRY THE CABLE GUY 60 MINUTE SPECIAL, CAN YOU DUET 2


SCHEDULING STRATEGIES:

CMT has largley eschewed music programming in favor of of a rigorous Prime lineup featuring EXTREME MAKEOVER HOME EDITION stripping at 8p each weeknight , followed by a Movie at 9p. In August, weekend series and movies interspersed with Comedy specials.

UPCOMING PREMIERES:

** September 4 - AQUAPALOOZA LAKE MARTIN Starring Alan Jackson

**September 21 - ARE YOU SMARTER THAN A FIFTH GRADER

AUGUST 2009 PRIMETIME RATINGS ANALYSIS:


Live Primetime Ratings Comparison:

August 2009 vs. August 2008 (% change) 

HH

W25-54

A25-54

Monday 8-11pm

25%

0%

10%

Tuesday 8-11pm

26%

25%

27%

Wednesday 8-11pm

21%

10%

0%

Thursday 8-11pm

115%

78%

75%

Friday 8-11pm

26%

-6%

0%

Saturday 8-11pm

17%

25%

13%

Sunday 8-11pm

56%

55%

50%

MTWTFSS 8-11pm

39%

25%

17%

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, THE SINGING BEE was the highest rated series on the Network, while Comedy specials also airing on the weekend found particular favor with CMT viewers. Overall growth over last August's Olympic- and Election-challenged numbers was robust. However, demo delivery was flat with August 2007, and HH were down -31%. HH and demos were flat with July '09.

Among CMT's numerous movie offerings, ANY GIVEN SUNDAY and COYOTE UGLY stood out with above average delivery. A block of WORLD'S STRICTEST PARENTS was a highlight on the first Thursday of this rating period. 

THE SINGING BEE continued to drive Saturday nights at the 8p and 10p, often with an episode of CAN YOU DUET at 9p. THE SINGING BEE was particularly strong in the key W25-54 demo, up 47% over the Prime average for the month.

PROGRAM ACQUISITIONS:

**ARE YOU SMARTER THAN A FIFTH GRADER

PROGRAM RENEWALS:

**THE SINGING BEE  20 X 60 January 2010

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

MY BIG REDNECK WEDDING 3, WEDDING DAY DISASTERS,CMT CRIBS, MY BIG REDNECK WEEKEND, HULK HOGAN'S CELEBRITY CHAMPIONSHIP WRESTLING, DALLAS COWBOYS CHEERLEADERS: MAKING THE TEAM 3, GONE COUNTRY 2, OUTSIDERS INN, REDNECK DREAMS, CMT PAID VACATION WITH PAULY SHORE, HILLBILLY DELUXE, MOBILE HOME DISASTER, CAN YOU DUET, TRICK MY TRUCK

Related