E! Analysis - August 2010

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AUGUST 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Even with the cluttered programming on cable on Sunday nights, E! is not afraid to air one of their best originals like  KEEPING UP WITH THE KARDASHIANS or THE GIRLS NEXT DOOR.  Most of their schedule varies night by night, week to week.  It is rather looked upon as if you are watching the brand, and not appointment viewing. 

This cable network has developed a successful, highly profitable take on the old broadcast network formula -- find and create accessible stars and watch the viewers pour in, but for fractions of the cost of a single episode of a network drama.

AUGUST 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / August 2010 vs. August 2009  (% Change)

Yearly % change*   

HH

M18-49

F18-49

P18-49

Monday 8-11pm

14%

-17%

18%

0%

Tuesday 8-11pm

0%

0%

0%

13%

Wednesday 8-11pm

33%

0%

33%

29%

Thursday 8-11pm

17%

20%

0%

0%

Friday 8-11pm

-13%

-25%

0%

-9%

Saturday 8-11pm

17%

20%

22%

14%

Sunday 8-11pm

55%

50%

48%

40%

MTWTFSS 8-11pm

29%

17%

17%

22%

Source: The Nielsen Company's National Television Audience Sample

Overall, Monday-Sunday primetime averages for ratings, share and delivery were up compared to one year ago, August 2009.  Share was up +29% and delivery was up +18%, respectively.  Women 18-49 were up +17% share overall. Driven by its record-breaking reality shows and hit topical programming, August was E!s highest-rated month ever among Women 18-34.   August also marked E!'s highest-rated August ever, up +9% with Adults 18-49 from its year ago delivery.  (E! press).  Signature programming THE SOUP was up +11% share, TRUE HOLLYWOOD STORY was up +33%, KEEPING UP WITH THE KARDASHIANS was up a whopping +250% delivery (thanks to a new season premiere), and THE MOVIES WE LOVE franchise were up +45% in delivery from one year ago.

Comparing last month's primetime averages for ratings, share and delivery were up from last month. Share was up +13% and delivery was up +7%.   This month was a key month for premieres -  KARDASHIANS, SPIN CROWD and FASHION POLICE.   Sunday nights were hot, hot, hot for this network in August!!  KADASHIANS dominated the Sunday night competition.  In fact, the 5th season premiere of KEEPING UP WITH THE KARDASHIANS on Sunday, August 22nd at 10pm scored the series' highest-rated and most-watched season opener ever, and the network's 2nd most-watched telecast ever.   KARDASHIANS garnered its highest-ratings among the coveted Women 18-34 demo attracting ten times more than the network's primetime average. (E! press) 

The series premiere of THE SPIN CROWD on Sunday, August 22nd at 10:30pm posted E!'s highest-rated and most-watched series debut ever in the Sunday at 10:30pm time-slot, more than tripling the network's primetime delivery. (E! press)  SPIN CROWD drew its highest-ratings among Women 18-34.

E!'s premiere of FASHION POLICE: The 2010 Primetime Emmy Awards which was hosted this year by Joan Rivers, scored the highest-rated and most-watched FASHION POLICE Emmy Awards ever, up +27% in total viewers. 
The finale of KOURTNEY & KHLOE TAKE MIAMI drew its highest ratings among the coveted Women 18-34 demo.  Overall, the 2nd season exceeded last season's record performance.  Its obvious, E! viewers just can't get enough of those KARDASHIANS!

HOLLY'S WORLD on Sundays at 10:30pm debuted as an instant success for the network across its eight episode run more than doubling E!'s primetime delivery.  The freshmen series built its audience throughout the season, scoring the series' highest-rated and most-watched episode during the August 1st finale.   Coming off record breaking highs last quarter, E!'s core topical franchises again achieved their highest-rated and most watched quarters.  With a more consistent scheduling strategy, programs like KOURTNEY & KHLOE and HOLLY'S WORLD have created Sunday night as a destination night for the E! viewer.

Programming that continue to be the staples for the channel include THE SOUP, TRUE HOLLYWOOD STORY, and ON E! this month.  THE SOUP was up +2% in delivery this month.  TRUE HOLLYWOOD STORY was also up +54%.  ON E! was down -13% this month.  However, E! News programming continues to be the destination for celebrity and entertainment news, and the backbone for a lot of the network programming schedule.   In fact, E! continues to reign as the destination for topical entertainment news. 

THE MOVIES WE LOVE franchise were down this month.  And rounding out the month, there were a couple of E!'s classic tabloid-labeled specials, but the channel has really shifted its focus on original series programming.  The landscape at this network is very different from years past, and this new strategy has certainly been working for them. 

CABLEU NEED TO KNOW:

E! has excelled at creating the next celebrity from scratch through cheaper, unscripted reality TV.  

E!'s formula is to create an alternate universe of reality-based celebrities who have become just as famous as the sitcom and drama stars in network prime-time, but with more impact on E!'s brand and bottom line than any sitcom, medical procedural or legal drama could for broadcast.

A lot of E!'s original reality programming starts with a family or an ensemble piece.  It's not about one person, but rather a group.  As in the case of the KARDASHIANS.  KARDASHIANS allow the E! viewers to vicariously live the fantasy of its stars but also points to specific touchstones that are very relatable to viewers. 

E! has been making the move toward adding original scripted programming into its programming line-up mix.

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