G4 Analysis - May 2010

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MAY 2010 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.

MAY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

0%

0%

0%

Tuesday 8-11pm

100%

200%

0%

100%

Wednesday 8-11pm

100%

0%

100%

100%

Thursday 8-11pm

100%

100%

0%

0%

Friday 8-11pm

0%

50%

100%

50%

Saturday 8-11pm

0%

0%

-33%

0%

Sunday 8-11pm

100%

0%

0%

0%

MTWTFSS 8-11pm

0%

50%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Overall primetime averages for ratings, share and delivery were up compared to one year ago, May 2009.  Share fell flat but delivery was up +30%. In fact, G4 posted its strongest May performance in its history among homes and total viewers.  G4 delivered the second strongest May with Men 18-34.  The network rose +18% above the year-ago mark with homes and +26% among total viewers as it paced even with Men 18-34. (G4 press)  With new season premieres that kicked off last month, brought in new episodes into May's programming line-up.  X-PLAY was up +15% and OUTRAGEOUS BEHAVIOR was up +74% in overall delivery from one year ago.

Comparing Monday-Sunday primetime monthly averages, G4 was on par from last month.  While share fell flat, delivery was up +3% overall.  Even though month to month averages were somewhat similiar,  May's ratings averages made a huge contribution overall.  Much of the success this month was due to original series again.  WEB SOUP was up +25%.  In fact, the May premieres of WEB SOUP displayed strong year-on-year growth. The show's Wednesday 8pm average nearly tripled the time period's Men 18-34 ratings and almost doubled the household performance. (G4 press).  NINJA WARRIOR was down -25% this month.  THE INTERNATIONAL SEXY LADIES SHOW was up +100% share.  CAMPUS PD was down this month, but had finished its first season run a few months ago.

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 continue to be the staples on the network are X-PLAY, COPS, and MOVIES dominating the schedule. 

X-PLAY produced a record-breaking month. The video game review show posted its most watched month in over two years among total viewers and its second most watched month with premieres.  COPS was down -16% delivery, but continues to be the highest rated program on the channel.  MOVIES were also down this month.  G4 continued airing the Bond movies this month.  While these movies are classics in their own right, the downside is that they are also very dated with a lot of air play on numerous cable networks. 

Overall however, a solid month of programming and ratings success, mainly due to original series.

CABLEU NEED TO KNOW:

After delivering spectacular top-down coverage of the 2009 Expo, G4 has once again been named the official broadcaster of the 2010 Electronic Entertainment Expo (E3 Expo). This year, G4 expands its coverage from 22 to 25 hours.  The E3 Expo is one of the biggest events of the year for G4's audience as they continue their multi-platform coverage.

Nearly a year after shifting its programming strategy away from stripped series and more toward original development, G4 is finally reaping the rewards of its investment.  There were four originals that came out of the expanded development slate in 2009 that will be returning for second seasons.  For AMERICAN NINJA WARRIOR season #2, the network has decided to seek an advertising partner to integrate into the series to help bring off network exposure to the show.  Another new element that is being integrated into the show.

In addition, G4 is also in development on a few other programs, targeting late 2010.   Because so many shows worked for them in 2009, they are using a lot of their budget to simply reorder shows.  G4 positions themselves as a channel which is a unique alternative to other networks that target young men.   G4 has also is beginning to carve a niche in terms of programming, blending geek-friendly fare like X-PLAY and WEB SOUP with more general entertainment shows like CAMPUS PD and AMERICAN NINJA WARRIOR.

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