Food Network Analysis - October 2010

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OCTOBER 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Food network has a ton of recognizable titles and rotates them through their schedule from month to month effectively.  They use quite a lot of half hours. This network, more than most nonfiction channels these days, has a predictable Sunday night. On Sundays, high production value studio based cooking competitions reign.  Food Network doesn't strip and Sunday night is the only reliable true stack. Other nights seldom run more than two episodes of a title, but will often match those two with a couple of similarly-spirited programs, creating a sort of affinity stack. At this shop, should anything less than three hours be called a short stack?

OCTOBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

F18-49

F25-54

Monday 8-11pm

-6%

0%

-54%

Tuesday 8-11pm

7%

-3%

11%

Wednesday 8-11pm

-11%

-6%

-20%

Thursday 8-11pm

-13%

-22%

-29%

Friday 8-11pm

-8%

-8%

-16%

Saturday 8-11pm

-9%

-13%

-16%

Sunday 8-11pm

-18%

-17%

-24%

MTWTFSS 8-11pm

-10%

-10%

-15%

Source: The Nielsen Company's National Television Audience Sample

After a nice rebound last month, Food Network failed to keep up the momentum in October, falling double-digits in all key demos.

Tuesdays were the bright spot in the schedule, CHOPPED was able to maintain a nice performance every week at 10pm, which can't be said m for many other Food offerings this month.

Even the stalwart TRIPLE D (DINERS, DRIVE-INS & DIVES) was fairly ordinary this month dropping out of it's usual first place Series performance  slot into 4th.  Has Guy Fieri oversaturated his hosting duties into too many shows?  TRIPLE D usually rebounds quickly, let's see how it performs in November.

Three notable new shows-KID IN A CANDY STORE had one average airing the final Monday of the Month, TAILGATE WARRIORS had two airings on Wednesdays after Bobby Flay Once improving, once declining from Bobby's lead-in, and MEAT & POTATOES which held most of it's TRIPLE D lead-in on Friday nights.

CABLEU NEED TO KNOW:

This network, one of the most clever in the cable universe for many years, needs you. The snazzy, studio-based Super-Bowl-like cooking competitions are still solid, but DINERS, DRIVE INS & DIVES, a field-produced roadshow dominates at the moment. A competitor, TLC, has dipped its toe into these potentially lucrative waters with a new series about BBQ competitions, thus blending two proven concepts. Here, as much as at any network, personality rules. Guy Fieri (a competition winner himself) is what makes DINERS, DRIVE INS & DIVES work. Imagining that show without him is like thinking DIRTY JOBS on Discovery would work without Mike Rowe. So... look for a new twist for these folks, whether in the field or back in the studio. They're surely looking for both. But don't even think about it if you don't have some good, promotable on-camera talent in mind.

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