E! Performance/Schedule Analysis - November 2009

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NOVEMBER 2009 PRIMETIME SCHEDULE:

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.

NOVEMBER 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%

13%

17%

Tuesday 8-11pm

-17%

0%

0%

0%

Wednesday 8-11pm

0%

25%

0%

17%

Thursday 8-11pm

0%

0%

0%

0%

Friday 8-11pm

0%

14%

-9%

0%

Saturday 8-11pm

-14%

-17%

-11%

-13%

Sunday 8-11pm

57%

60%

73%

63%

MTWTFSS 8-11pm

17%

20%

11%

14%

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, November 2008.  Share was up +17% and delivery was up +2%.  Adults 18-49 and and Women 25-54 share were up +14%.  In fact, E! scored its most-watched November in the network's history.  E! was up +3% in total viewers in total day from its year ago benchmark.  In addition, E!'s primetime total viewers were up 10% over November 2008 and also posted its highest-rated November among the network's target Adult 18-49 demo (E! press).  This increase was fueled by a slew of hit reality shows including GIRLS NEXT DOOR and KARDASHIANS.  But this month's success was mainly propelled by the debut of KEEPING UP WITH THE KARDASIANS: THE WEDDING special episode which premiered on Sunday, November 8th.  THE WEDDING was E!'s most-watched day in the network's history, more than doubling the network's 4Q'09 to-date total day average.   In addition, The MOVIES WE LOVE franchise was also up +17% with Adults 18-49 share this month from one year ago.

Comparing last month's primetime averages, both share and delivery were down slightly from last month.  While overall share fell flat, delivery was down -7%.

Last month there were two new original series that premiered.  LEAVE IT TO LLAMAS,  which was actually down -17%  in delivery overall. this month  And the 6th season premiere of THE GIRLS NEXT DOOR was also down -16% in delivery and in key demos overall.    Even so, THE GIRLS NEXT DOOR continues to double the network's primetime delivery and LEAVE IT TO LLAMAS which concluded its 1st season run on November 29th ,still exceeded its expectations for primetime delivery.  We wouldn't be surprised if a second season has been committed to already.

But the hit reality show of the month was KEEPING UP WITH THE KARDASHIANS.  Specifically, the premiere of the two hour special event THE WEDDING: KEEPING UP WITH THE KARDASHIANS on Sunday November 11th from 8pm-10pm.  This episode soared above its prior four week time period average and this episode was the most watched telecast int he network's history among Women 18-34. (E! press)  This episode captured the journey of the Los Angeles Lakers Lamar Odom and Khloe Kardashian, from his romantic proposal, to the family's unexpected reactions, to the extravagant, star-studded ceremony...and all in E! style!

Additional 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 -10% this month.  TRUE HOLLYWOOD STORY was up +2% in overall delivery.  ON E! was up +25% share.  And E! INVESTIGATES was down -16% in delivery overall.  Nevertheless, 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 remain the destination for topical entertainment news, with E! NEWS at 7pm increasing +14% from its year ago delivery.

Additional programming notes for the month to note were THE MOVIES WE LOVE franchise, which was actually down this month -42%.  The focus this month was clearly not on theatricals but original series. And rounding out the month, the classic tabloid-labeled specials which actually left the schedule last month for the first time in months, returned to the primetime line-up.  Some of these specials,  which are franchises in their own right, keep the viewers coming back month after month: 20 Hollywood Murders, 15 Celebrity Bouncebacks, 15 Unthinkable Crimes, and 20 Best and Worst Plastic Surgery.

ORIGINAL:

ACQUIRED:

CABLEU NEED TO KNOW:

Additional programming notes for the month to note were THE MOVIES WE LOVE franchise, which was actually down this month -42%.  The focus this month was clearly not on theatricals but original series. And rounding out the month, the classic tabloid-labeled specials which actually left the schedule last month for the first time in months, returned to the primetime line-up.  Some of these specials,  which are franchises in their own right, keep the viewers coming back month after month: 20 Hollywood Murders, 15 Celebrity Bouncebacks, 15 Unthinkable Crimes, and 20 Best and Worst Plastic Surgery.

Comcast-owned E! launched several series this summer. For E!, the summer is a better time than most.  College kids are a big key demographic for the channel.  Summer is essentially E!'s fall "" when there are a lot of people who come home and expect them to put on new programming in the summer.  They are banking on the viewers familiarity with Kendra Wilkinson and the Kardashian sisters from their previous shows should help create all-important sampling of the shows. However, the network is still rolling out an extensive, multiplatform marketing effort to get the word out on the shows.  Like other networks, E! is hoping the appeal of returning shows and the star power of marquee celebrities will make their content stand out amongst the summer programming surplus.

E! Entertainment Television and Moving Pictures DPI, the production division of Alpha Media Group, which publishes Maxim, have made a two-year partnership deal.  The deal calls for the production of at least six hour-long television specials. Two new specials have already been greenlit for 2009, including "Maxim's Celebrity Beach Watch" and "Maxim's Hottest Moments 2009."  The two companies will also co-develop a new travel and party series, "Maxim Does...," with "Maxim Does Mardi Gras" slated to debut in the first quarter of 2010.

Driving this year's growth on E! was a combination of topical and reality programming.  Hit reality shows like SUNSET TAN, KEEPING UP WITH THE KARDASHIANS, and SNOOP DOGG'S FATHER HOOD all resonate with E!'s core audience of Adults 18-34.  E! network is about the here and now.  They continue to have their programming resonate with a focus on celebrities, gossip and entertainment news.   E! will be paying pay more attention and give more resources to fewer shows by launching bigger campaigns behind key properties.

Forbes and E! have extended their partnership to produce specials and pilots through 2010. The partnership calls for the production of eight hourlong celebrity specials and two half-hour celebrity lifestyle pilots. The specials will be broadcast in HD and will feature content based on Forbes editorial material in list form.

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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