E! Analysis - November 2010

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NOVEMBER 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.

NOVEMBER 2010 PRIMETIME RATINGS ANALYSIS:

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

Yearly % change*   

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

0%

0%

0%

Tuesday 8-11pm

20%

0%

43%

33%

Wednesday 8-11pm

0%

-20%

11%

0%

Thursday 8-11pm

0%

0%

25%

17%

Friday 8-11pm

0%

-25%

20%

0%

Saturday 8-11pm

33%

20%

63%

43%

Sunday 8-11pm

-9%

-25%

-11%

-15%

MTWTFSS 8-11pm

0%

-17%

20%

0%

Source: The Nielsen Company's National Television Audience Sample

Overall, Monday-Sunday primetime averages for ratings and delivery were up compared to one year ago, November 2009.  While share fell flat, delivery was up +7%, respectively.  Women 18-49 were up +20% share overall.  Much of E!'s success year after year has been driven by its record-breaking reality shows and hit topical programming.  The month of November marked E!'s highest-rated and most-watched November in the network's history.  In addition, November benchmarked E!'s highest-rated November across all key demos including the network's target Adults 18-49 demo.  Signature programming ON E! was up +28%, TRUE HOLLYWOOD STORY was up +10%, and THE SOUP was +10% in delivery from one year ago.

Comparing last month's primetime averages for ratings, share and delivery were down from last month.  Share was down -13% and and delivery was down -9%, respectively.  Even so, this month celebrated new series and season premieres.  This month's Sunday night line-up included the premiere of new reality show BRIDALPLASTY.  BRIDALPLASTY delivered double-digit gains, over the prior four week time period average across all key demos, including E!'s coveted Women 18-34 demo.

MARRIED TO ROCK premiered on Sunday, November 7th, following the season premiere of KENDRA as its lead-in.  While ROCK did not hold onto its lead-in numbers, and did decline week after week, we won't give up on this newbie just yet.   It did deliver its highest ratings with Women 18-34 demo, which wound up doubling the network's primetime average with households for the time period.  The 3rd season premiere of KENDRA averaged nearly 2.3 million total viewers, building on last season's finale by +30% while also delivering over three times as many Total Viewers as E!'s Primetime delivery.  (E! press).

KEEPING UP WITH THE KARDASHIANS was down this month, as it was in repeats.   Last month's premiere of WHAT'S EATING YOU which delves into the bizarre and heartbreaking world of eating disorders was down -20% in delivery overall.  FASHION POLICE WEEKLY fell flat this month. 

Programming that continue to be the staples for the channel include THE SOUP, TRUE HOLLYWOOD STORY, and ON E! this month.  ON E! was down this month in all key demos.  THE SOUP was up +25% share this month and TRUE HOLLYWOOD STORY was up +19%. THE SOUP on Fridays at 10pm ranked as the most-watched cable show in its time-slot among the coveted Adult 18-34, Women 18-34 and Women 18-49 audiences.  As of December 3rd, THE SOUP marked its 300th episode to-date!!  

A bit of programming note - even though we primarily report programming in primetime; competitively E! News at 7pm in its expanded one-hour format, in the month of November received its highest rated and most watched month ever.  In addition, CHELSEA LATELY which airs in latenight continues to deliver appointment viewing numbers and scored double-digit gains over its year ago delivery this month.  Overall, E! News programming continues to be the destination for celebrity and entertainment news, in addition to 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 +7% in overall delivery.  And as usual rounding out the month, there were a couple of E!'s classic tabloid-labeled specials, nothing out of the ordinary or unusual because the channel has really shifted its focus on original series programming.  A strategy that 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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