Food Network Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 29, 2009)

CURRENT AND SIGNATURE PROGRAMS:

FOOD NETWORK CHALLENGE

Host Keegan Gerhard travels to cooking competitions around the country, from local fish fries to major bake-offs.

THE NEXT FOOD NETWORK STAR

Chef Bobby Flay and two Food Network executives challenge and judge ten chefs competing for the chance to host their own Food Network series.

IRON CHEF AMERICA

Food Network star Alton Brown referees this Stadium Kitchen format where celebrity professional chefs battle guest non-celebrity professionals.

DINERS, DRIVE INS & DIVES

Host Guy Fieri, 2006 winner of THE NEXT FOOD NETWORK STAR travels the country to visit classic greasy spoons and hang out, mostly in the kitchen.

THE BEST THING I EVER ATE

Food stars from around the country name their favorite food so that we can travel to meet the chef in his kitchen to see how it's done.

DINNER IMPOSSIBLE

Chef Robert Irvine rises to incredible challenges, whether to serve a fund-raiser crowd of more than 1000 people, or an elegant dinner party, on short notice.

CHOPPED(COMPETITION/REALITY)

Hosted by Ted Allen (FOOD DETECTIVES) challenges four up-and-coming chefs to turn a selection of everyday ingredients into an extraordinary three-course meal.

Premiere date: January 13, 2009, at 10pm.

WILL WORK FOR FOOD (REALITY)

Host Adam Gertler (THE NEXT FOOD NETWORK STAR) is exposed to the world of little-known food jobs.
Premiere Date:  January 19, 8:30pm.


JULY 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

FOOD NETWORK CHALLENGE, THE BEST THING I EVER ATE, DINERS, DRIVE INS & DIVES, IRON CHEF AMERICA, CHOPPED, DINNER IMPOSSIBLE

ACE OF CAKES UNWRAPPED,THROWDOWN WITH BOBBY FLAY, GOOD EATS, WILL WORK FOR FOOD, DINNER IMPOSSIBLE.

SCHEDULING STRATEGIES:

At the moment, this network engine has a lot of cylinders and goodness, they're humming. July follows a strong June that included a very successful NEXT FOOD NETWORK STAR, with an event-free schedule that delivered modest growth. With a collection of reliable series, schedule variations from month to month are generally modest.

UPCOMING PREMIERES:

** CHEFS VS CITY (August 7)

** WHAT WOULD BRIAN BOITANO MAKE? (August 23 daytime)

** EXTREME CUISINE WITH JEFF CORWIN (September 17)


JULY 2009 RATINGS ANALYSIS:

Live Primetime Ratings Comparison:       
July 2009 vs. July 2008 (% change)

HH

F18-49

F25-54

Monday 8-11pm

9%

58%

6%

Tuesday 8-11pm

50%

-24%

46%

Wednesday 8-11pm

2%

14%

8%

Thursday 8-11pm

-3%

2%

-8%

Friday 8-11pm

50%

33%

25%

Saturday 8-11pm

5%

18%

9%

Sunday 8-11pm

9%

21%

11%

MTWTFSS 8-11pm

-15%

20%

12%

Source: The Nielsen Company's National Television Audience Sample

Food Network had a great June and in response schedulers there made only minor adjustments in July. That steady hand on the tiller paid off. July held its own, with modest month-to-month growth of HH 4%, a 10% growth of younger women and a modest 6% loss of younger men.

The scheduling folks might also pat themselves on the back about Tuesday night. Here, the only real tinkering of the entire month paid off handsomely. Households shot up 34%, F18-49 climbed 50%, M25-54 were up 14% and F25-54 rose 30%. The trick: At 8pm, they gave GOOD EATS a rest and replaced it with back-to-back ACE OF CAKES, and at 9pm UNWRAPPED and THE BEST THING I EVER ATE slipped in to relieve last month's FOOD DETECTIVES/ACE OF CAKES combo. CHOPPED remained in place at 10pm.

The cheery news extended to the long view. Compared to a year ago, July primetime was up HH 15%, F18-48 20% and F25-54 12%. Younger men were flat and older men were up 6%. At the moment, this network is awfully solid. It's monthly top twenty telecast list contains six different series titles, although ten of them are DINERS, DRIVE INS & DIVES. The others: IRON CHEF AMERICA (2), FOOD NETWORK CHALLENGE (3), CHOPPED (4) and ACE OF CAKES (1). That kind of shared burden among series is surely the envy of a number of big name nets leaning heavily on one or two titles.

Another sign of surefootedness: Each of the seven series that got double-digit plays throughout the month, not just in primetime, was either flat or slightly up from the previous month. That's really impressive. The roll of honor (with # of telecasts): GOOD EATS (25), UNWRAPPED (36),DINERS, DRIVE INS & DIVES (32), ACE OF CAKES (23), CHOPPED (19), THROWDOWN WITH BOBBY FLAY (16) and IRON CHEF AMERICA (12).

If your child became a network executive, this is the kind of work you would hope for her to do. July was a big, brimming bowl of comfort at Food Network.


PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

None announced.

PROGRAM CANCELLATIONS:

None announced.

Network Overview |  Performance/Schedule Analysis |  In Development
Strategic Opportunities | Archives/Press |  Food Network Website

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