CMT Performance/Schedule Analysis - November 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 23, 2008)

TARGET DEMOGRAPHIC:

Adults & Females 18-49.

NOVEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

CMT ORIGINAL FILMS, LARRY THE CABLE GUY CHRISTMAS SPECIAL, COMEDY CLUB, CMA AWARDS 2008, CMT MUSIC AWARDS, CROSSROADS

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, 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:

OCTOBER to NOVEMBER:

Monday-Thursday - EXTREME HOME MAKEOVER EDITION is inserted at 8pm, creating a M-F strip across the week

PREMIERES:

** November 7th - CMT CROSSROADS: DEF LEPPARD & TAYLOR SWIFT
** November 21st - LARRY THE CABLE GUY'S CHRISTMAS EXTRAVAGANZA

DECEMBER AND BEYOND

PREMIERES:

** December 6th - CMT GIANTS: ALAN JACKSON

YEAR AGO/BIG PICTURE: Big pictures shows that this is the 4th consecutive month of growth for the network in total audience, A18-49, and A25-54.  Small increases that make up big percentages of course, but the trend is going in the right direction.  The same period last year experienced a similar upward trend into February before things shifted back down.  With the right programming moves, we should see the same thing this time around. 

NOVEMBER 2008 PRIMETIME RATINGS ANALYSIS: Lots of new programs to talk about this month, starting with the biggest change in the network's prime time schedule in more than a year.  Off net reality series, EXTREME MAKEOVER HOME EDITION, hit the schedule last month.  It has since been expanded to a M-F strip, leading off prime at 8pm.  Major improvement.  Eight exhibitions landed in the Top 20 rated telecasts for the month.

Saturday premieres fared pretty well, although repeats not so much in other parts of the week.  HULK HOGAN draws the men, but the ratings disappear with women.  Not good for a network that needs a good mix of both genders.  REDNECK WEDDING picked up the pace with women and sits much closer to network averages.  DALLAS COWBOYS CHEERLEADERS finished up their third season, setting the squad for the good bye at Texas Stadium.  And for anyone that missed it, Cassie Trammel made the squad.  Congrats!

Another installment of CROSSROADS featured crossover country/pop sensation Taylor Swift with Def Leppard.  No big news that Swift drew a pretty large audience for the network.  What's suprising is that it drew more considerably more men than women, particularly in the 25-54 age break.  Older folks going for Def Leppard?  Or a fan base for Taylor that admires her music as a silent majority? 

Larry strikes again.  LARRY THE CABLE GUY STAR STUDDED XMAS drew big numbers on the premiere, and solid numbers on the repeats.  Three of the top four rated telecasts for the month.

CMT original film, BEER FOR MY HORSES, topped everything as the highest rated program of the month.  The encore airing was good for a top ten finish as well.  Sundays audience almost doubled from last year as a result. 

PROGRAM ACQUISITIONS:

NANNY 911, TRADING SPOUSES, EXTREME HOME MAKEOVER

PROGRAM RENEWALS:

GONE COUNTRY (1/09); MY BIG REDNECK WEDDING (1/09);

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

NANNY 911, TRADING SPOUSES

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