G4 Analysis - September 2010

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SEPTEMBER 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.

SEPTEMBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

0%

100%

0%

Tuesday 8-11pm

0%

50%

0%

0%

Wednesday 8-11pm

100%

50%

0%

100%

Thursday 8-11pm

100%

0%

100%

100%

Friday 8-11pm

100%

50%

0%

100%

Saturday 8-11pm

0%

0%

100%

0%

Sunday 8-11pm

0%

100%

0%

100%

MTWTFSS 8-11pm

100%

0%

0%

100%

Source: The Nielsen Company's National Television Audience Sample

Overall primetime averages for ratings, share and delivery were up compared to one year ago, September 2009.  Share was up +100% and delivery was up +29%. In fact, G4 posted its fourth most watched month ever with total viewers.  The network also posted its most watched September in network history with total viewers and posted the highest rated month with homes and Men 18-34. . G4 rose +18% above the year-ago mark with homes, and climbed +35% among total viewers. (G4 press).    This month was fueled by ATTACK OF THE SHOW and X-PLAY, the second month in a row where these 2 shows have been the locomotive for the channel.  In addition,  G4 posted its most watched quarter ever with total viewers and tied the highest rated quarter in network history with homes and Men 18-34. (G4 press)  COPS was up +5%, WEB SOUP was up +5%, and NINJA WARRIOR was up +22% in overall delivery from one year ago. 

Comparing Monday-Sunday primetime monthly averages, G4 was up from last month.  While share fell flat, delivery was up +9% overall.  There were no conventions to highlight this month, rather a solid month of series programming.   Reality series IT'S EFFIN SCIENCE which has made great strides with G4's young male demos, was up +28% in delivery this month.  SCIENCE had a solid first season run in 3Q'10 climbing with Men 18-34 demos.  CAMPUS PD was down -3% in delivery this month. THE INTERNATIONAL SEXY LADIES SHOW was also down -6%.

The rest of 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, NINJA WARRIOR, and MOVIES dominating the schedule. 

X-PLAY produced its most watched quarter in network history among both its premiere and all telecast runs. X-Play gained +55% over its 3Q'09 performance with Men 18-34 and +25% among homes.  Off network acquisition COPS, was up +5% this month and continues to be the highest rated program on the channel month after month.  NINJA WARRIOR was up +33% with Adults 25-54.  And MOVIES fell flat this month.  Overall with the help of new episodes for a few of the series, it was a very solid month of programming and ratings success. 

CABLEU NEED TO KNOW:

On July 24th, G4 and Sprint rebranded the network 4G for one full week - on-air messaging, promos, graphics and logos will be modified from G4 to 4G.  The TV network's popular web site, G4tv.com, will also be rebranded to coincide with the on-air takeover, including a flipped header logo, as well as custom Sprint skin on the entire site.  "G4 viewers are young guys who are passionate about technology and take pride in being early adopters," said Neal Tiles, President, G4.  "We are incredibly excited to team up with Sprint for this highly creative, large-scale partnership that gives Sprint the opportunity to promote their 4G message and connect deeply with our audience.  Plus we get to have some fun with our brand in a way that no network has done before."

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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