E! Analysis - September 2011

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SEPTEMBER 2011 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 HOLLY'S WORLD.  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.

SEPTEMBER 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / September 2011 vs. September 2010  (% Change)

Yearly % change*

HH

M18-49

F18-49

P18-49

Monday 8-11pm

-13%

-20%

-14%

-11%

Tuesday 8-11pm

-13%

-17%

9%

0%

Wednesday 8-11pm

0%

0%

10%

0%

Thursday 8-11pm

-17%

0%

-20%

-14%

Friday 8-11pm

-13%

-33%

0%

-11%

Saturday 8-11pm

0%

-17%

0%

0%

Sunday 8-11pm

-29%

-33%

-38%

-38%

MTWTFSS 8-11pm

-13%

-33%

-15%

-20%

Source: The Nielsen Company's National Television Audience Sample

E! has found itself stuck in a frustrating middle ground where the majority of its programming rates neither particularly well nor particularly poorly.  The one show that perennially transcends this curse is the super massive KEEPING UP WITH THE KARDASHIANS.  While the show is not what it was in its heyday, KARDASHIAN still packs a serious punch and remains the network’s most-watched show.

This September the show’s ratings ramped up a bit thanks to pre-wedding buzz surrounding the nuptials of Kris Humphries and Kim Kardashian.

Curiosity surrounding the Kelly Rippa produced DIRTY SOUP nudged the program to a second place finish behind KARDASHIANS.  The reality show – which reveals the off-screen lives of soap stars – was warmly received by young women upon its debut.  It remains to be seen if the show will gain traction or float into the haze of ratings mediocrity that has claimed so many other E! programs.

The MISS UNIVERSE special – which tied for the highest rated show among men – also fared well.  The yearly event didn’t crack the upper echelon of viewers per telecast but still pulled in a respectable female audience.

THE SOUP, however, did manage to make the list of the top 20 telecasts of the month.  While the top ten was reserved completely for the KARDASHIANS, THE SOUP nabbed number 11.  THE SOUP tied the MISS UNIVERSE special for most male viewers and tied KARDASHIANS for number of women viewers aged 18-49.  The latter stat is severely skewed though, considering the incredible number of KARDASHIAN reruns E! aired.

E!s Emmy pre-show was far and away the biggest story of the month.  Unfortunately, since the pre-show occurs before 8PM, the stellar ratings can’t be counted toward E!’s primetime numbers.  What can be counted are FASHION POLICE and the special FASHION POLICE review of the Emmys.  Joan Rivers and Co. did not inherit the same ratings extravaganza that the red carpet pre-show enjoyed. Still, the show found a larger audience than most of E!’s programming.

TRUE HOLLYWOOD STORY came in dead last  while KHLOE & LAMAR and SEX AND THE CITY – both reruns – did little better.

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