G4 Analysis - December 2009

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DECEMBER 2009 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

G4 has also been spending more money and getting into off-network acquisitions in primetime.  High profile acquisitions like COPS, ARRESTED DEVELOPMENT, LOST and HEROES.  This allows the channel a built in audience immediately that they might have not had.  These series speaks perfectly to G4's young-male audience and are an excellent complement to the network's programming lineup, which includes content such as Comic-Con coverage, live daily strip ATTACK OF THE SHOW and video-game-review series X-PLAY.  It also allows the network to use the hit NBC show HEROES to expand their brands and promote original programming. This kind of acquisition also shows that they are a serious player for product in the cable/broadcast acquisition marketplace.

DECEMBER 2009 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

100%

--

0%

Tuesday 8-11pm

0%

0%

--

0%

Wednesday 8-11pm

100%

100%

--

0%

Thursday 8-11pm

100%

0%

0%

100%

Friday 8-11pm

100%

0%

100%

0%

Saturday 8-11pm

0%

-33%

100%

0%

Sunday 8-11pm

100%

100%

0%

0%

MTWTFSS 8-11pm

100%

0%

0%

100%

Source: The Nielsen Company's National Television Audience Sample

CABLEU NEED TO KNOW:

Overall primetime averages for ratings, share and delivery were up compared to one year ago, December 2008.  Share was up +100% and delivery was up +49%.  Men 18-49 were up +14% in overall delivery.  In fact, every night of the week G4 was up substantially in the demos.  G4 delivered nearly 94,000 total viewers for the year as it posted the strongest yearly average in the network's history, and rose +7% over last year's performance. This was the seventh consecutive year of growth with total viewers for G4. (G4 press)  Off network acquisition COPS was up +7% and COPS 2.0 was up +5% in overall delivery.  ATTACK OF THE SHOW and X-PLAY both experienced growth over the year-ago program performance among homes and total viewers.  G4's MOVIE franchise grew +44% in overall delivery from one year ago.

Comparing Monday-Sunday primetime monthly averages, G4 was up from last month.  Share was up +100% and delivery was up +29%.  Men 18-49, were also up +24% in delivery overall.  G4 averaged 107,000 total viewers for the month and was the third strongest month in the network's history. This was also the network's fifth strongest month ever with homes and among Men 18-34, and was the strongest December performance in the network's history among all breaks. (G4 press)  G4 knows who their audience is, and knows how to capture those young male viewers.

Highlights this month included a few new series premieres.  CAMPUS PD premiered on December 9th at 11pm, and even though it is out of the primetime line-up, this cops-esque show doubled the December 2008 time period average.  It was up +50% with young men. NINJA WARRIOR was up a modest +2% in overall delivery this month, but G4 has been able to build on the success of NINJA WARRIOR with the premiere of AMERICAN NINJA WARRIOR which premiered on December 6th at 6pm.  AMERICAN NINJA WARRIOR was an instant success. Since the show's premiere it has outperformed the time period average and has locked in the Men 18-34 demos.  G4 also aired an all day AMERICAN NINJA WARRIOR marathon on Christmas day which created a nice stunt for the channel while being able to give maximum exposure to this new series.

HUMAN WRECKING BALLS which premiered its second season last month was down this month even though it was in new episodes.  Original series WEB SOUP was up +6% in delivery.  And THE INTERNATIONAL SEXY LADIES SHOW showed significant growth this month with overall delivery up +47%.   These three original series that target their demographic, have been a nice addition to their programming primetime line-up.

As usual, G4's primetime programs were stacks of half-hour original and acquired product.  For the most part its programming strategy has been pretty consistent week to week.  Programming that continues to be the staples on the network were X-PLAY, COPS, COPS 2.0, CHEATERS, HEROES and MOVIES dominating the schedule.  X-PLAY was down -21%.  COPS  was down -5% and COPS 2.0, the interactive version, was up +9% in overall delivery this month.  Never-the-less, COPS, G4's off-network acquisition, continues to be the highest rated program on the channel.  However, this month it was beat out by SEXO: AUSTRALIA special.  G4's coverage of SEXPO: AUSTRALIA on Sunday, December 6th was another home run for the network's event coverage. The premiere at 10pm quadrupled the December 2008 time period average with homes and Men 18-34.

CHEATERS and off-network acquisition HEROES was down -12% delivery.  And rounding out the month G4's MOVIE franchise was up +100% share and +77% in delivery.  Titles worthy of mentioning were Wargames and Wedding Singer.  Overall a pretty solid month of programming and ratings success.

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