E! Performance/Schedule Analysis - December 2009

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DECEMBER 2009 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.

DECEMBER 2009 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / November 2009 vs. November 2008  (% Change)

Yearly % change*   

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

-20%

25%

14%

Tuesday 8-11pm

17%

0%

13%

17%

Wednesday 8-11pm

17%

-17%

25%

14%

Thursday 8-11pm

40%

0%

29%

17%

Friday 8-11pm

17%

17%

0%

0%

Saturday 8-11pm

50%

0%

63%

25%

Sunday 8-11pm

129%

100%

155%

150%

MTWTFSS 8-11pm

50%

40%

44%

43%

Source: The Nielsen Company's National Television Audience Sample

Comparing last month's primetime averages, both share and delivery were up from last month.  Share was up +29% and delivery was up +26%, respectively.  December 2009 was E!'s most-watched month ever in primetime.  December was a month of new series and season premieres. KEEPING UP WITH THE KARDASHIANS season #4 premiered on December 13th at 10pm. KARDASHIANS is setting new highs as it posted the network's most-watched telecast ever in its 2nd week in December and broke records this month when it came back stronger than ever.  Season #2 of KENDRA premiered on December 20th at 9pm, airing as a one-hour special and more than tripling the prior four week time period. There was a new episode of GULIANA & BILL on Sunday, December 20th at 10:30pm which built on its premiere performance the week prior and nearly tripled the network's 4th quarter primetime delivery (E! press).  GUILIANA & BILL continues to resonate across all key demos, and considering that this is an original series from E!'s sister channel Style Network, it was a new welcome addition to the line-up.  Newcomer series BANK OF HOLLYWOOD premiered December 14th at 10pm, too early to make a determination on its fate for this one.  It wasn't able to hold onto its lead-in numbers, even though its 9pm launch pad was KARDASHIANS.  BANK is another production from Ryan Seacret's production company, who has been fairly successful with the channel, so we'll keep a close eye on this one in the coming weeks to see how it holds up.

With two new back-to-back episodes, GIRLS NEXT DOOR concluded its 6th season on Sunday, December 6th, almost doubling the network's 4th quarter 2009 primetime delivery.  GIRLS NEXT DOOR is another E! original that is among the coveted Women 18-34 demo, and has been a breakout signature show for the network.

Programming that continue to be the staples for the channel include THE SOUP, TRUE HOLLYWOOD STORY, E! INVESTIGATES, and ON E! this month.  THE SOUP was down -6% this month.  TRUE HOLLYWOOD STORY was up +10% in overall delivery.  ON E! was up +25% share.  And E! INVESTIGATES was up a whopping +40% in overall share.  E! News programming overall continues to remain a 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, with gains from its year ago delivery.

Additional programming for the month to note were THE MOVIES WE LOVE franchise, which was up signicantly this month, +50% share.  Even with the network's focus this month again being on series, broadcast premieres were a breakout out this month.  Titles worthy of mentioning were Bring It On: All or Nothing, You've Got Mail, Evan Almighty, Sweetest Thing and Knocked Up.  Knocked Up and Evan Almighty were both in premiere windows attracting a large audience, posting immediate gains for the network.  In general, new product will almost always give them the most bang for the buck initially, especially when it comes to theatricals.

And rounding out the month, the classic tabloid-labeled specials which add to the primetime line-up.  Some of these specials,  franchises in their own right, keep the viewers coming back month after month: 15 Most Notorious Women, 15 Celebrity Bouncebacks, 50 Child Stars Grown Up, and 20 Best and Worst Plastic Surgery.

CABLEU NEED TO KNOW:

A lot of E!'s original reality programming starts with a family or an ensemble piece.  Its 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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