CMT Performance/Schedule Analysis - June 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 12, 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.

JULY 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS: 

SINGING BEE, LONESOME DOVE, MOVIE, 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 July, various episodes of series and specials alternated with Movie offerings 9-11p. Weekends feature more movies, although Saturdays have shifted from the  Parenting series  to a mixed bag of series episodes, now anchored by THE SINGING BEE  at 8p.

UPCOMING PREMIERES:

** September 4 - AQUAPALOOZA LAKE MARTIN Starring Alan Jackson

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

JUNE 2009 PRIMETIME RATINGS ANALYSIS:


Live Primetime Ratings Comparison:

July 2009 vs. July 2008 (% change)  HH       W25-54    A25-54   
Monday 8-11pm         38%        18%           0%   
Tuesday 8-11pm          9%      -27%           -8%   
Wednesday 8-11pm     14%       11%           30%   
Thursday 8-11pm        50%       33%           25%   
Friday 8-11pm            29%        -9%            0%   
Saturday 8-11pm         47%        54%          25%   
Sunday 8-11pm          10%         13%           -5%   
MTWTFSS 8-11pm  30%    17%           0%Source: The Nielsen Company's National Television Audience Sample

While  CMT has been moving towards light entertainment/reality and away from music for months now, it still finds some of its highest ratings from music-oriented series and specials. In June the CMT Music AWARDS was the highest rated offering on the Network, while the  THE SINGING BEE returned in July as the #1 series in Prime. 

The other big story in July was the return of the original CBS mini-series LONESOME DOVE, which stripped TU-FR July 7-10  at 8p, repeating immediately at 10p. LONESOME DOVE  proved to be the strongest offering of the month for each of those weeknights for HH and RW25-54 and RA25-54. However, the mini-seiries also contributed to the greying of CMT's audience, as Westerns tend to skew older, and CMT's Median Age grew an average of 13% compared to July '08. 

Saturday saw the premiere of Season 2 of THE SINGING BEE, leading out of CAN YOU DUET for the first three weeks of the month. 9p THE SINGING BEE grew out of its lead-in in HH and demos for each of the first three Saturdays of the month. However, when THE SINGING BEE was moved into the 8p anchor position with CAN YOU DUET flipping to 9p, the night earned it's highest overall numbers for the month. That change was made permanent in August.

None of the Sunday movies, known as SOUTHERN FRIED FLICKS, stood out this month, with the night down overall in HH and demos.

PROGRAM ACQUISITIONS:

**ARE YOU SMARTER THAN A FIFTH GRADER

PROGRAM RENEWALS:

None announced.

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

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