Oxygen Analysis - August 2011

Publish date:


* Bold denotes programming change


Oxygen has many projects in development, as they stake out new nights for more originals.  Oxygen has claimed that their originals are the building blocks of their brand and their business.  Moving forward with another night of originals also underscores their long term strategy to appeal to a very valuable audience.  THE GLEE PROJECT which aired on June 12th, stakes out Monday nights as another new night for original programming.

Oxygen Media is a multi-platform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud."  Through a vast array of unconventional and original content the channel has been able to find unique and groundbreaking unscripted programming.


Live Primetime Ratings Comparison / August 2011 vs. August 2010 (% Change)





Monday 8-11pm





Tuesday 8-11pm





Wednesday 8-11pm





Thursday 8-11pm





Friday 8-11pm





Saturday 8-11pm





Sunday 8-11pm





MTWTFSS 8-11pm





Source: The Nielsen Company's National Television Audience Sample

Compared to August 2010, overall share was down 17% and delivery dropped 10%, respectively.  Monday nights' were up +140% share with Women 18-49.  Overall delivery for the night grew +121% due to the premiere of season #7 of BAD GIRLS CLUB.   Most of Oxygen's series were down from last year, but HAIR BATTLE SPECTACULAR which premiered its second season, was up +11% in overall delivery from one year ago.

The primetime averages for ratings, share and delivery were up this month compared to last month.  Overall share was up +25% and delivery increased +24%, respectively.   Oxygen's THE GLEE PROJECT which drew double digit increases across all demos for the past two months, were up +33% share overall.  The season finale  marked the network's most watched freshman season finale with total viewers and Adults 18-49.  In addition, L7 data (time shifted basis) for the first six episodes of the series, demonstrated that THE GLEE PROJECT averaged nearly one million viewers per episode.   THE GLEE PROJECT, a very successful series, engaged its viewers on multiple platforms, on-air and off.

BAD GIRLS CLUB season #7 kicked off this month to stellar ratings.  BAD GIRLS was up +133% share overall and was the highest rated show on the network this month.  A most impressive start for a series making its seventh season debut.  And while other nights were down or fell flat, Monday nights soared in all key demos as the show continued to deliver week-over-week ratings growth to bring it to season highs.  Another series return to highlight this month was the second season premiere of HAIR BATTLE SPECTACULAR.  HAIR BATTLE delivered double digit growth in key demos.   Adults 18-34 were up +25%, Women 18-34 was up +14% and Adults 18-49 was up +6%.

LAW & ORDER: CRIMINAL INTENT was down 5% in overall delivery and was flat with key demos this month.  Signature show SNAPPED also dropped 20% share overall.   MOVIES were flat this month, as most of the titles have had multiple airdates over the past few months.  Viewers were not tuned into the movie line-up this month at all.  Oxygen has been very successful with promoting their originals series programming and values its importance on the network.


At Oxygen's recent upfront presentation, the network said that it will increase its originals programming by 26% in 2011.  With a few new originals, a handful of new projects in development along with several returning and new series, Oxygen is ready to take on the coming year.

Oxygen's programming slate is filled with high concept series that continue to help define the "Live Out Loud" brand and speak directly to their young female audience.  They have taken shows that incorporate friendship, dating, pop culture and celebrity and are serving them up in unique ways to keep their audiences engaged and entertained.  Make-over shows will be a priority for them in the coming year as will reality shows that take risks.  Not unlike BAD GIRLS CLUB, they are looking for another utility series that can be a launching pad for another new original series.

According to programming SVP Amy Introcaso-Davis Oxygen is looking for content that is "noisy and fun, character-driven programming".  Their tagline is 'Live out Loud', so they are looking for for loud, boisterous characters that targets women in the 18-34 demo, "who are living life on their own terms, and are unapologetic about the way they approach everything.  Introcaso-Davis cites Oxygen's competition series Dance Your Ass Off and Tori & Dean's Home Sweet Hollywood as good examples of the network's tone. As for whether or not tape is a must, "Tape is great, especially if you're pitching characters."

Oxygen is another network that has a lot of off-network presence.  OxygenLive.com creates a live television experience with non-live programming.  It has created real-time watercooler talk that has driven huge viewer engagement and extreme ratings growth for many of their shows.  Oxygen's New Media department has been tracking social behaviors of their audience and have made efforts to incorporate it online in order to reshape the way the current generation of viewers watches TV.  OxygenLive.com gives fans  a real time interactive way to watch original series.

Oxygen is looking for projects that include shows that are both aspirational and of the docu-series, variety, game show, and competition genres.  These new shows will include content that will expand into a variety of genres and formats.