Oxygen Analysis - May 2010

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MAY 2010 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 started airing 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; 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.  

MAY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

33%

100%

60%

67%

Tuesday 8-11pm

33%

100%

20%

33%

Wednesday 8-11pm

25%

0%

0%

0%

Thursday 8-11pm

-20%

50%

-20%

-25%

Friday 8-11pm

20%

100%

14%

20%

Saturday 8-11pm

60%

100%

63%

60%

Sunday 8-11pm

40%

100%

0%

50%

MTWTFSS 8-11pm

25%

50%

17%

25%

Source: The Nielsen Company's National Television Audience Sample

Compared to May 2009, one year ago, overall share and delivery were up +25%.  In fact, almost every night of the week in all key demos were up as well.  Oxygen continues its ratings success earning its best May ever in network history.  Across prime, Oxygen has seen phenomenal growth among all key demos and total viewers in May 2010. The network posted double-digit increases with A18-34 (up +20%), W18-34 (up +17%), A18-49 (up +31%), W18-49 (up +22%) and total viewers (up +32%), compared with May 2009. (Oxygen press)  Contributing to the success of May is the hit reality series TORI & DEAN: HOME SWEET HOLLYWOOD which continues to perform well and is now in its fifth season on the network.  In addition signature show SNAPPED was up +18% and MOVIES were up +40% in delivery from one year ago.

The primetime averages for ratings, share and delivery were on par this month compared to last month.  Overall share fell flat and delivery was up +2%.  Last month season five kicked off with TORI & DEAN: HOME SWEET HOLLYWOOD.  TORI & DEAN was up +4% in overall delivery and +14% with Women 18-49 share.  Now airing on Monday nights, TORI & DEAN has created another new original programming night, and a new destination to launch future originals.

The network's new dating competition series, LOVE GAMES was up substantially this month.  

Oxygen marks a new milestone as dating competition series delivering the network's highest rated freshman season in key demos W18-34 and A18-34, as well as becoming the youngest skewing program ever on the network with a median age of 22.6. (Oxygen press)  This BAD GIRLS spin-off series has now turned into a franchise for the channel, as well as a real time water cooler destination.  It has demonstrated a tremendous increase in viewers online.  Oxygen is one of the networks that has been able to take translate most of their original programming and successfully execute the interactive social experience both on air and online.

AMERICA'S NEXT TOP MODEL aired a marathon from its current season on Saturday, May 8th from 11am-9pm.  Overall ratings were way up for this off-network acquistion.  MOVIES were up +17% share this month.  Titles worthy of mentioning were Sweet Home Alabama, How to Lose a Guy in 10 Days, Monster-in-Law, and  While You Were SleepingIt was another month of theatrical titles that included "A" list Hollywood celebrity women. 

Thursday nights (courtesy of sister network NBC), Oxygen once again aired a stack of LAW & ORDER: CRIMINAL INTENT.  INTENT was down this month.  And rounding out the month, signature show SNAPPED was back in new episodes on Sunday nights.  SNAPPED was up +25% share this month.  SNAPPED features everyday average moms, wives and girlfriends who in a fit of rage "snap' and allegedly commit murder - who can resist this show??  Overall a very solid month of programming and ratings success.

CABLEU NEED TO KNOW

Oxygen will explode with all the new originals and series season premieres this summer.  Through a vast array of unconventional and original content, this growing cable network is the premier destination to find unique and groundbreaking unscripted programming.

In 1st quarter 2010, Oxygen boasts a median age of 38.  However, primetime originals now attract a median age of 24 years.

At Oxygen's Upfront the nework described themselves as "bagel meets bling." Oxygen Media introduces four new original series as well as the approval of two new pilots. This represents an increase of +35% in programming for 2010 compared to the previous year.

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 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 genres.  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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