Oxygen Analysis - December 2009

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NOVEMBER 2009 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Oxygen, which announced a half-dozen projects in development, has staked out a new night for originals.  Oxygen will add Monday to its Tuesday night of originals this spring by shifting reality series TORI & DEAN: HOME SWEET HOLLYWOOD.  The fifth season will air on Mondays, backed by the sophomore run of DANCE YOUR ASS OFF this summer.  The network's  BAD GIRLS CLUB franchise continues its current season on Tuesdays at 10 pm., with all new installments.  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.

Oxygen plans on expanding the TORI  & DEAN franchise with a fourth season; the piloting of a couples makeover show; and the development of a made-for-television movie. Additionally, the network announced the addition of the NAUGHTY KITCHEN, and the development of two new series: KESHIA & KASEEM and CELEB-U-MOMS.  

DECEMBER 2009 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / November 2009 vs. November 2008  (% Change)

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

-20%

-25%

Tuesday 8-11pm

100%

33%

100%

100%

Wednesday 8-11pm

0%

0%

0%

0%

Thursday 8-11pm

50%

0%

20%

0%

Friday 8-11pm

20%

0%

20%

25%

Saturday 8-11pm

-25%

-50%

-18%

-25%

Sunday 8-11pm

25%

0%

0%

0%

MTWTFSS 8-11pm

20%

0%

0%

25%

Source: The Nielsen Company's National Television Audience Sample

Compared to December 2008, one year ago, overall share was up +20% and delivery was up +16%.  Most nights were up substantially overall. Oxygen celebrated its most watched year ever in primetime across all key demos and total viewers.  They also saw double digit growth in the target audience of Women 18-34.  One major contributor to this success was their new dance/weight-loss competition series DANCE YOUR ASS OFF, which delivered the network's most watched series premiere and most watched freshman series ever.  Original series BAD GIRLS CLUB and TORI & DEAN: HOME SWEET HOLLYWOOD reached series highs in 2009 earning their best seasons ever.  In addition, signature show SNAPPED was up +15% in delivery overall from one year ago.

The primetime average for ratings, share and delivery were up this month compared to last month.  Overall share and delivery were up +20%.  Women 18-49 were up +30% in overall delivery.

The biggest highlight of the month was the return of signature series THE BAD GIRLS CLUB on Tuesday nights.  Season #4 kicked off on December 1st at 10pm.   It was the series' most watched season premiere ever among Adults 18-49, Women 18-49 and total viewers.  Compared to last season's premiere (12/2/08), this season's premiere was up +8% among Adults 18-49, +6% among Women 18-49, and +8% among total viewers. (Oxygen press)

MOVIES were up +16% in overall delivery this month.  Women 18-49 share was up +33%.  Being part of the NBC Universal family and having access to more shared programming inventory, Oxygen has been able to also expand their strategy of airing big box office theatricals that have "A" list female talent attached to the films.  Titles worthy of mentioning were A Cinderella Story, The Wedding Planner, The First Wives Club, Monster-in-Law and Shall We Dance, just to name a few.

Rounding out the month, signature show SNAPPED was stacked as usual on Thursday and Sunday nights this month.  SNAPPED was actually down -9% in delivery this month, however it still continues to be one of the highest rated programs on the network and this month was no exception. This month viewers were able to get more of their favorite guilty pleasure with themed marathons every Sunday night in December.  

One additional note of programming for the month was a stunted marathon of LAW & ORDER:CRIMINAL INTENT which was stacked on Thursday, December 24th and Friday, December 25th in primetime.  No doubt done as a Christmas themed event to give a little extra boost for ratings, courtesy of NBC/USA, Oxygen's sister network's off-network acquisition.  Overall a solid month of programming and stellar ratings.

CABLEU NEED TO KNOW

Oxygen announced a half-dozen projects in development, and has staked out a new night for originals.
The cabler will add Monday to its Tuesday night of originals this spring.  "Originals are the building blocks of our brand and our business," said Jason Klarman, general manager for Oxygen Media.  Oxygen has had a loyal following of dedicated fans who keep returning to their shows season after season, both on-air and online.   In addition, on the development front Oxygen has a new slate of projects that include shows that are both aspirational and of the docu-series variety, game show, and competition genre.  These new shows will include content that will expand into a variety of genres and formats.

Oxygen is putting its money where its mouth is, as the "Live Out Loud"-branded network turns up the volume with several new reality series. They are going to continue to stick with the reality format for now.  Oxygen will be expanding the roster of rowdy characters that rule with viewers.  Such shows are part of a long-term programming strategy positioned to appeal to young, entertainment-loving female viewers between 18 and 34 years of age, whom Oxygen refers to as "Generation O.".  Oxygen coins them as viewers who like to say they're spenders, trenders and recommenders; they're young and really interested in pop culture and entertainment.  New shows like this are being created to differentiate the network from older-skewing competitors Lifetime, WE TV and even Bravo.

Oxygen's young, trend obsessed audience is incredibly valuable to its advertisers.  They want the latest of everything, are willing to pay for it and they love to spread the word.  Oxygen continues to leverage its hit series on every platform and in every location, reaching its target "Generation O" audience everywhere they are. Oxygen is experiencing exponential growth in the first full month since the network adopted a new look and attitude: "Live Out Loud." The multiplatform strategy, Oxygen Everywhere, delivered record-breaking increases on-air, online and on site.

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