E! Analysis - July 2010

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JULY 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.

JULY 2010 PRIMETIME RATINGS ANALYSIS:

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

Yearly % change*   

HH

M18-49

F18-49

P18-49

Monday 8-11pm

50%

20%

100%

57%

Tuesday 8-11pm

-13%

-14%

-8%

-20%

Wednesday 8-11pm

-13%

14%

-31%

-20%

Thursday 8-11pm

0%

0%

20%

29%

Friday 8-11pm

0%

0%

-15%

-10%

Saturday 8-11pm

50%

100%

38%

43%

Sunday 8-11pm

30%

38%

18%

23%

MTWTFSS 8-11pm

0%

17%

8%

11%

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, July 2009.  Share fell flat but delivery was up +11%.  Women 18-49 were up +8% share overall.  July 2010 was E!'s second highest rated month mainly due to E!'s hit reality shows and topical programming.   The network also posted its highest rated July ever among key demos including the network's target Adults 18-49.  July 2010 drew in 441,000 Total Viewers in Total Day, performing +13% ahead of last year's benchmark and also garnered its most-watched July among Total Viewers in Primetime, up +12% over a year ago.  (E! press)   Signature programming THE SOUP was up +11% share, KEEPING UP WITH THE KARDASHIANS was up +17% delivery, and THE MOVIES WE LOVE franchise were up a whopping +63% from one year ago.

Comparing last month's primetime averages, ratings, share and delivery were on par from last month. Both share and delivery fell flat.  Men 18-49 share were up +8% overall.  While there were no new premieres this month, last month's hit reality shows still continue to dominate among the coveted Women 18-34 demo.  KOURTNEY & KHLOE TAKE MIAMI which debuted a second season last month continued this month with impressive numbers, and was the highest rated program on the channel this month.  Newcomer HOLLY'S WORLD which became an instant break-out hit when it premiered last month, continues to be a destination for Women 18-34 throughout its season so far in this coveted demo.  

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, E! INVESTIGATES, KEEPING UP WITH THE KARDASHIANS and ON E! this month.  THE SOUP was down -9% share this month.  TRUE HOLLYWOOD STORY was also down -17%.  Signature show KEEPING UP WITH THE KARDASHIANS was up with Men 18-49 and 25-54, +25% and +33%, respectively.  E! INVESTIGATES was not on the air, and ON E! was down 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 was up +15% share this month overall.  Titles worthy of mentioning were Coyote Ugly, Cable Guy, Independence Day, Bring it On, and Evan Almighty.  Not new titles, but solid titles that pack a lot of Hollywood star power.  And rounding out the month, there were a couple of E!'s classic tabloid-labeled specials, but the channel has really shifted its focus again this month 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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