CMT Performance/Schedule Analysis - May 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of June 29, 2009)

CURRENT AND SIGNATURE PROGRAMS:

CMT COMEDY CLUB (COMEDY)
Features such comedians as Larry the Cable Guy, Bill Engvall, Jeff Foxworthy, Ron White, etc.
Status:

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.

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.

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.

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.

MAY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

EXTREME MAKEOVER HOME EDITION, NANNY 911, WORLD'S STRICTEST PARENTS

SCHEDULING STRATEGIES:

CMT has largley eschewed music programming in favor of of a rigorous Prime lineup featuring EXTREME MAKEOVER HOME EDITION stripping at 8:00 each weeknight , followed by a Movie at 9:00. Weekends feature more movies, along with Parenting series 8:00-10:00 on Saturday nights, followed by another episode of EXTREME MAKEOVER HOME EDITION.

UPCOMING PREMIERES:

** June 16 - THE SINGING BEE
** June 16 - CAN YOU DUET (Season 2)
** June 17 - CMT MUSIC AWARDS

MAY 2009 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison:

May 2009 vs. May 2008 (% change)       
HH    W25-54    A25-54   
Monday 8-11pm         53%   42%        36%   
Tuesday 8-11pm       60%    50%        50%   
Wednesday 8-11pm  33%   50%         27%   
Thursday 8-11pm     93%     50%        100%   
Friday 8-11pm           18%    21%           7%   
Saturday 8-11pm      -21%   -20%       -28%   
Sunday 8-11pm          36%    19%          36%   
MTWTFSS 8-11pm      37%    15%          25%    Source: The Nielsen Company's National Television Audience Sample

The transition is just about complete.  CMT has been moving towards light entertainment/reality and away from music for months now.  In May, only two music programs can be found in prime as a Movie strip joined EXTREME MAKEOVER HOME EDITION to occupy nealry 90% of Prime.   

May nosedived last year.  This year, the momentum from the reality series combined with the movies to bring growth to every night but Saturday, coincidentally the only night of the week without either of the two aforementioned strips. Saturday's WORLD'S STRICTEST PARENTS, which premiered in April remained the top series for Women and Households, however, slightly out-delivering the ubiquitous EXTREME MAKEOVER HOME EDITION.  It also grew significantly out of its Saturday 8:00 lead-in NANNY 911, up 28% in W25-54.

The Sunday movie, known as SOUTHERN FRIED FLICKS, was the top rater for the month, boosted by good numbers for COLD MOUNTAIN and SHANGHAI NOON. A CRIBS 2-hour block on the first Wednesday of the survey underdelivered the time period average set by the subsequent Movie offerings in the time period.

PROGRAM ACQUISITIONS:

None announced.

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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