GSN Analysis - September 2010

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SEPTEMBER 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Much of GSN's programming is conventional studio-based quizzers that dominate primetime.  However, they are leading up with new specials and theme nights as in the case of their Vegas Night block of casino programming.

GSN continually looks to redefine and expand the definition of game and competition.  What have made their loyal viewers come back again and again are the programs that challenge game play and trivia.  New programming generally tends to pursue the traditional, broad half-hour strip game show format with interactive play-along elements.  In addition to non-traditional one hour series: competitive reality shows, documentaries, story-driven & celebrity-driven format.

September 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

F25-54

P25-54

Monday 8-11pm

-25%

0%

-67%

-50%

Tuesday 8-11pm

25%

50%

0%

50%

Wednesday 8-11pm

0%

50%

-67%

0%

Thursday 8-11pm

25%

100%

-33%

0%

Friday 8-11pm

25%

50%

-33%

0%

Saturday 8-11pm

0%

50%

0%

0%

Sunday 8-11pm

0%

-67%

0%

-50%

MTWTFSS 8-11pm

0%

0%

-33%

0%

*Source: The Nielsen Company's National Television Audience Sample

Overall primetime averages for ratings and delivery at GSN were on par as compared to one year ago, September 2009.  Overall share fell flat and delivery was up +2%.  Adults 25-54, GSN's core demographics fell flat this month.  However, Tuesday and Thursday nights were up.  Share was up +25% overall.  GSN's version of THE NEWLYWED GAME was up +14% and CATCH 21 was up +26% in delivery from one year ago.

GSN's primetime monthly averages overall were down this month as compared to last month.  Overall share was down -20% and delivery was down -8%.  With the exception of Saturday nights which was up +10% in delivery overall, most nights were down in all key demos. 

As usual, there was a consistent vertical stack of programs Monday-Friday.  BAGGAGE season #2 and CATCH 21 season #4 kicked off last month.  BAGGAGE was hammocked between THE NEWLYWED GAME and MILLION DOLLAR PASSWORD.  BAGGAGE was down -20% share this month.  However, this show continues to do well with Men 18-49 demos.   The weekend block of casino themed programming continued this month.   POKER 6 was down but DOUBLES POKER CHAMPION was up +50% share.  CHAMPION replaced AUSSIE MILLIONS on Saturday nights.  1 VS 100 fell flat this month and was replaced by PASSWORD in the weekday strip.   CHAMPION a poker event is a perfect accompaniment to POKER, and hits the Men 18-49 demo.  In the world of gaming, these types of events are big deals and highly followed. 

Programming staples on the network continue to be FAMILY FEUD, THE NEWLYWED GAME, DEAL OR NO DEAL and POKER.  FAMILY FEUD was down this month yet continues to be one of the highest rated programs on the channel.  GSN's original version of THE NEWLYWED GAME was also down this month overall.   Off-network acquisition DEAL OR NO DEAL was not on the schedule this month.  There were no specials to report on this month.  Overall, a somewhat lackluster month for ratings, with no new premieres to tout about.

CABLEU NEED TO KNOW:

GSN is jazzing up its image with original, even risque, programming and showing live segments during which people at home can play for cash and prizes.  The network has also quietly evolved into a leading force in the online game world, making money from consumers' appetites for digital diversions "" something most networks are still struggling to achieve.  GSN recently expanded into 73 million homes and plans to show two hours of first-run original programming a day by fall.

GSN continually looks to redefine and expand the definition of game and competition.  What have made their loyal viewers come back again and again are the programs that challenge game play and trivia.  New programming generally tends to pursue the traditional, broad half-hour strip game show format with interactive play-along elements.  In addition to non-traditional one hour series: competitive reality shows, documentaries, story-driven & celebrity-driven formats.

The network looks for a show to appeal their audience base of male/female 25-54.  Shows have repeatability, and signature series that can break out. Most recently they just acquired the rights to NBC's off-network acquisition DEAL OR NO DEAL. GSN continues to acquire product in the quiz/game show genres.  They look for high energy shows that have a great host, and an opportunity for big-time winners that entices the audience to join in on the fun either on-air or online.

GSN's program CATCH 21 crosses all platforms. There is an online game players now have the opportunity to enjoy the game as a TV show, while TV viewers can become contestants by logging on and competing against other players for cash and prizes.  CATCH 21 is an example of the kind of programming that GSN is going after.  Bringing a classic card game to life in a fun way that engages the audience.  GSN remains committed to developing within a wide range of formats including original reality, relationship, comedy and game-related documentaries.

GSN is constantly trying to create new opportunities to tie in their programming with multi-platform interactive initiatives.  With GSN Live, their intention is to give away prizes and exciting new opportunities to win in real-time every day.  It promises to be fun, engaging way for them to further connect with their audience by giving them a unique experience for game show fans every time they tune in.

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