CMT Performance/Schedule Analysis - December 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of January 16, 2009)

TARGET DEMOGRAPHIC:

Adults & Females 18-49.

DECEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

CMT ORIGINAL FILMS, LARRY THE CABLE GUY CHRISTMAS SPECIAL, CMT GIANTS, TRADING SPOUSES, EXTREME MAKEOVER HOME EDITION, NANNY 911, 12 DAYS OF REDNECK XMAS

SCHEDULING STRATEGIES:

The network eschews classic strategies of horizontal strips and vertical stacks in favor of a diverse mix of series, specials, and movies on each night.  Multiple exhibitions expose core series and anthology brands to wider audiences across the days and dayparts.  In late 2006, they introduced a consistently scheduled block on Fridays.  Titled "Sure Thing Fridays", it started with TRICK MY TRUCK and FOXWORTHY.  The network added DALLAS COWBOY CHEERLEADERS to the block in October and COWBOY U COLORADO in January.  More recent residents include GONE COUNTRY, CAN YOU DUET, MOBILE HOME DISASTER, and MABE IN AMERICA.  The block briefly shifted to Saturdays before returning to Fridays in early 2008.  It remains the only consistent platform for premiere series on the network.

In March the network introduced a checkerboard strip at Noon, 1pm, 6pm, and 7pm with the unscripted series NANNY 911 and TRADING SPOUSES.  Both series are a departure from the usual daytime music video fare, but are providing a reasonable platform for promoting the prime time schedule.  To date, we've yet to see a noticeable bump at 8pm as a result of the lead-in.  They've also been used sporadically in prime as a nightly stack with great success.


PROGRAM/SCHEDULE CHANGES:

NOVEMBER to DECEMBER:

Saturday - all regularly scheduled series take the month off for Xmas, replaced by a mix of inventory repeats and specials

PREMIERES:

** December 6th - CMT GIANTS: ALAN JACKSON

DECEMBER AND BEYOND

PREMIERES:

** January 10th - MY BIG REDNECK WEDDING (new season)
** January 10th - CMT CRIBS
** January 24th - GONE COUNTRY (Season 3)
** March 7th - TRICK MY TRUCK (New season)
** June 17th - CMT MUSIC AWARDS

YEAR AGO/BIG PICTURE: After four consecutive months of growth, the run ends with a slight drop from November.  Nevertheless, the momentum of the previous quarter was enough to drive the schedule to some nice year to year growth in total audience and women.  Women 18-49 and 25-54 were up 8% and 15% respectively over last year. 

EXTREME HOME MAKEOVER EDITION is having a positive impact on female numbers, however its inability to draw any measureable male audience is raising the median age of the network dramatically, more than 11% since November alone.  That's not going to make the advertisers too happy right now.

DECEMBER 2008 PRIMETIME RATINGS ANALYSIS: December was tough month to nail down.  Unlke November, only two programs premiered this month, both specials.  The regular Saturday night series finished their runs and were pulled from their regular time slots.  What remained was a mix of CMT inventory and borrowed programming from sister Viacom networks, not all of which worked too well.

EXTREME MAKEOVER HOME EDITION stuck around for another month as an 8pm strip, doing very well with women.  Men were nonexistent for the series.  Some nights the lead-in held into the 9pm hour, some nights it didn't.  When it did hold up well though, the nights should some real improvement over last year.  Tuesday and Thursday were the recipients in that case.

In other acquisitions news, NANNY 911 and TRADING SPOUSES popped up a few times with solid numbers.  MAMAS FAMILY made a few appearances on the weekend after Christmas, skewing much older than the network averages.

The next installment of the CMT GIANTS franchise premiered this month, featuring Alan Jackson.  Ratings were strong on the premiere night, garnering the largest total audience of the month.  Demo breaks were strong as well, particularly with women. 

Films continue to occupy an increasingly large amount of the schedule, almost 30% of prime time in fact.  They're drawing a strong audience, and usually finish first or second in terms of overall ratings for the month.

Noticeably missing?  Music. 

PROGRAM ACQUISITIONS:

NANNY 911, TRADING SPOUSES, EXTREME HOME MAKEOVER

PROGRAM RENEWALS:

GONE COUNTRY (1/09); MY BIG REDNECK WEDDING (1/09); TRICK MY TRUCK (3/09); CAN YOU DUET (6/09)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

NANNY 911, TRADING SPOUSES

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