Comedy Central Performance/Schedule Analysis - July 2008

Author:
Publish date:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2008)

TARGET DEMOGRAPHIC:

Adults 18-49.  However, there is a heavy concentration of Men 18-34. Comedy is a highly targeted, vertically programmed network.

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

THE DAILY SHOW WITH JOHN STEWART, SOUTH PARK, CHAPPELLE SHOW, THE COLBERT REPORT, SCRUBS, FUTURAMA, MIND OF MENCIA, RENO 911!, GONG SHOW

SCHEDULING STRATEGIES:

Comedy is trying to establish a second destination night for the network, which has used its powerhouse Wednesdays, home to SOUTH PARK as its primary launch pad for new series. Current primetime hits MENCIA, RENO and FUTURAMA all premiered leading out of SOUTH PARK.

Comedy is also known for their original specials and stunt programming.  Typically they stunt around holidays like a Halloween or Thanksgiving with original series and or movies that tie in to a common theme.  And recently they have acquired many network window and library theatrical movies that have been launch pads for such originals which they typically air on Saturday nights as their movie night of the week.

PROGRAM/SCHEDULE CHANGES:

JUNE-JULY:

PREMIERES:

**July 17th - THE GONG SHOW WITH DAVE ATTELL at 10pm
**July 17th - REALITY BITES BACK 10:30pm
**July 30th - LEWIS BLACK'S ROOT OF ALL EVIL at 10:30p

AUGUST AND BEYOND:

PREMIERES:

** August 17th - Comedy Central Roast of Bob Saget
**3rd Quarter 2008 - Untitled Brian Regan Stand-up (special)

Comedy ordered two new series that had appeared on its recently announced development slate:

David Alan Grier's Chocolate News (wt) - scheduled to premiere first quarter 2009; this fake magazine show investigates urban pop culture issues.

Reality Bites(wt) will debut thissummer; comedians spoof the reality show genre

YEAR AGO/BIG PICTURE:

Overall ratings, share and demo pretty much fell flat from one year ago last July '07.Men 18-49 was up a modest +4% in delivery and Women 18-49 delivery was up +22%.Saturday nights in particular saw growth in delivery of +21% and +36% in Men 18-49.MENCIA was up +25% share, RENO 911! Was up +56% and COLBERT was up +14% from a year ago.

JULY 2008 PRIMETIME RATINGS ANALYSIS:

The monthly primetime Monday-Sunday average in ratings, share and demo was down slightly this month compared to June.Overall share fell flat and delivery was down -8%.Individual nights such as Tuesday and Sunday nights showed some growth.Share was up by +11%, and +7%, respectively.Tuesday nights also was up with Women 18-49 share overall by +29%.

All of the usual key players for the network's highest rated series programs continue.Staple series such as SOUTH PARK, DAILY SHOW, COLBERT, SCRUBS, and MENCIA dominate the primetime schedule.Overall delivery was up with DAILY SHOW was down -12% as well as COLBERT which was also down -6%.SOUTH PARK was up with Men 18-49 share by +9% and Women 18-49 share was up +22%.FUTURAMA was also up with Women 18-49 by +14% share while MENCIA was down in all key demos.

Tuesday night specials all rated in top program slots this month. Repeat specials that aired were Larry the Cable Guy, Chris Rock and C. Titus.However the last week of July Comedy threw in a couple of repeat airings of its two new originals.On Thursday, July 22nd, two new originals premiered:REALITY BITES BACK and THE GONG SHOW WITH DAVE ATTELL.Already looks like a winner right out of the gate for these two new series.They outperformed their lead-in and had a heavy concentration of Men 18-49 demos.GONG SHOW is the original variety show that features eight to ten unusual, absurd, bizarre, twisted, unique and hilarious acts that are judged by a panel of three revolving celebrity judges. We'll keep an eye on these two, but certainly a welcome change to freshen up their primetime line-up.

Friday nights continued with their LIVE AT GOTHAM sketch series. Not much to highlight this month as the demos were down.And rounding out the weekend was a mix bag of series, one-off specials, and movies.Mostly repeats, all of the usual characters appeared: Daniel Tosh, Chris Rock, Demetri Martin, Lewis Black and Jeff Dunham.Aside from movies which was also down this month and all in repeat, the weekend was really about showcasing their new originals.

PROGRAM ACQUISITIONS:

HAROLD & KUMAR Escape from Guananamo Bay. (Comedy paid $4 million for the exclusive network window, which will be available in October 2010. The agreement also includes runs of Be Kind Rewind which was purchased on the back end of the network window for less than $1 million)

Superhero Movie ($2.7 million for the cable rights in September 2010.  The four year deal also includes pre-buys of two other unreleased titles, Fanboys (Dec 2010) and The Promotion (March 2011). Terms of the agreement allow The Weinstein Company to sell runs of the movies to another cable network during a specific window, in addition to selling the films to PayTV outlets prior to becoming available to Comedy Central)

PROGRAM RENEWALS:

LEWIS BLACK: THE ROOT OF ALL EVIL (season #2)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

AMERICAN BODY SHOP, ATOM, BLUE COLLAR COMEDY TOUR, COMEDIANS OF COMEDY, CON, CRANK YANKERS,  DOG BITES MAN, FREAK SHOW, HALFWAY HOME, THE HOLLOW MEN, INSOMNIAC WITH DAVE ATTELL,  MADTV, NAKED TRUCKER, PREMIUM BLEND, PRIMETIME GLICK, SARAH SILVERMAN PROGRAM, SHOWBIZ SHOW, STRANGERS WITH CANDY, THAT'S MY BUSH, TRIGGER HAPPY TV, UPRIGHT CITIZEN BRIGADE, WANDA DOES IT

Related