MTV Performance/Schedule Analysis - September 2008

Author:
Updated:
Original:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 24, 2008)

TARGET DEMOGRAPHIC:

Teens 12-17, Adults 18-34


SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

2008 VIDEO MUSIC AWARDS, 2008 VMA OPENING ACT, THE HILLS, FROM G'S TO GENTS, RUNS HOUSE, MAKING HTE BAND, JACKASS: THE MOVIE, THE ISLAND, SEX WITH MOM AND DAD (SNEAK PEEK)

SCHEDULING STRATEGIES:

Monday nights featured a variety of programming, leading into the main premiere of MTV's arguably biggest hit program, THE HILLS, followed by EXILED.

Tuesdays in September featured a varitey of programming, leading into MAKING THE BAND at 9p mand FROM G'S TO GENTS at 10pm.

Wednesday night's lineup included a variety of programming, leading into the 10pm premiere of THE ISLAND (THE REAL WORLD/ROAD RULES challenge.)

Thursdays in September featured MTV'S TOP POP GROUP in the 10pm slot.

Fridays, Saturdays, and Sundays featured a variety of programming.  THE 2008 VIDEO MUSIC AWARDS aired Sunday, September 7, at 9pm.

PROGRAM/SCHEDULE CHANGES:

AUGUST - SEPTEMBER 2008:

PREMIERES:

**THE HILLS Season 4 premiered August 18, 2008.
**EXILED premiered August 25, 2008.
**The Video Music Awards air September 7, 2008.
**THE ISLAND (REAL WORLD/ROAD RULES CHALLENGE) premiered September 11, 2008.
**SEX...WITH MOM AND DAD premieres September 29, 2008, at 7pm, and will be stripped.
**MAN AND WIFE premieres September 29, 2008, at 11pm, and will be stripped.
**PARIS HILTON'S MY NEW BFF premieres September 30, 2008, at 10pm.

SEPTEMBER AND BEYOND:

PREMIERES:

**On October 4, MTV will run a programming lineup that will document celebrity stunts. The series debut of MTV Ranked opens at 530p with a one-hour special, Celebrity Busts: Ranked. At 630p, MTV will air a 30m Busted followed by Busted: Live at 7p, a three-hour, real-time event where Busted cameras will ride around with law enforcement in Ohio and Maryland looking to capture zany crimes. (Cynopsis)
**50 CENT: THE MONEY AND POWER premieres November 6, 2008.

YEAR AGO/BIG PICTURE:

Some surprising losses this month for MTV, which saw an overall decline of 21% of its viewers when compared to September 2007.  MTV saw losses across most of its key demos and nearly ever night of the week showed evidence of losing steam from a year ago.

Though it is difficult to pinpoint an exact reason for the loss, it's clear that MTV could use a little boost and refreshing new series that resonate with viewers and will keep them tuning in over and over.

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS:

Though the year-to-year ratings indicated a loss for MTV, the number agains a month ago tell a different story.  MTV was up 22% in overall viewer share and saw double-digit gains across the key demographics.  Much of this can be attributed to the massive ratings-grabber, the MTV VIDEO MUSIC AWARDS, which pulled in tremendous numbers for Sunday night, and then in its subsequent reruns.

Monday nights lineup of THE HILLS and EXILED was flat from a month ago in overall viewers, but saw double-digit increases in female viewers.  Any rumors of THE HILLS losing steam are clearly outshined by the show's continuing solid performance.  And, from this analyst's point-of-view, incredible marketing, internet tie-ins, and fun programming compliments only add to the "buzz" that this show is able to generate.  Unfortunately, lead out program EXILED struggles to maintain the same numbers as the HILLS on Monday nights.

Tuesday nights in September were also up across the board when compared to August.  MAKING THE BAND and FROM G'S TO GENTS brings a lot of male viewers, and for the last few months, Tuesday nights has been clearly male-skewing.

Wednesday nights were also up when compared to August, with new episodes of THE ISALND working well for the night in the 10pm slot.  Also bringing in a solid male audience, the program shows no signs of slowing.

Thursday nights fell 36% from a month ago.  MTV's TOP POP GROUP isn't able to generate the same interest as its predecessor, AMERICA'S BEST DANCE CREW.

Fridays were up modestly, but a slew of reruns isn't generating too much in the way of big ratings for MTV.  Saturdays were down across the board, and the same hold true.

With the 9/7/08 premiere of the MTV VIDEO MUSIC AWARDS, Sunday nights in September were the clear winner, with all key demographics up well over 200% when compared to a month ago.  Big numbers and more eyes to MTV indicates that next month, numbers might very well be higher across every night of the week.

PROGRAM ACQUISITIONS:

SO YOU THINK YOU CAN DANCE, AMERICA'S NEXT TOP MODEL

PROGRAM RENEWALS:

MAKING THE BAND bonus episodes will air early next year.

FROM G'S TO GENTS has been renewed for a second season.

MTV is currently casting for season 22 of THE REAL WORLD.

The 21st season of THE REAL WORLD will take place in Brooklyn, New York.

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

TRUE LIFE,  MADE, PARENTAL CONTROL

Related