(Updated as of September 25, 2008)
While targeting women 18 to 49, Oxygen is "hyper" focusing on women 18 to 34
TOP PRIMETIME SHOWS:
BAD GIRLS CLUB, SNAPPED, CAPTURED, DEION & PILAR, TORI & DEAN, and Movies
At its recent upfront, Oxygen described its 2008 programming plans, which include: original programming Tuesday night around the year - "Seamless Tuesdays"; renewing THE JANICE DICKINSON MODELING AGENCY for a fourth season, with the show returning in August; and a reality show in development called DANCE YOUR ASS OFF.
JULY - AUGUST:
**Oxygen is introducing a new programming strategy targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm.
**August 26th - THE JANICE DICKENSON MODELING AGENCY season #4 at 10pm
**August 11th - NBC's coverage of the 2008 Summer Olympicsrolls out on 8/8/08, and among the NBC networks carrying the Games will be the newly-acquired Oxygen with two hours of gymnastics and other sports beginning each evening from 6-8pm for a period of 10 days.
SEPTEMBER AND BEYOND:
**October 28th - COOLIO RULES at 10pm
YEAR AGO/BIG PICTURE:
Compared to August 2008, one year ago - there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +25% and +27%, respectively.Women 18-49 was up +17% share and +31% delivery overall.The Oxygen Movie was up +25% delivery from a year ago.
TORI & DEAN: HOME SWEET HOLLYWOOD broke the record books on Oxygen and was the most-watched season opener for an Oxygen original series in the history of the cable net, with growth of as much as 30 percent in total viewers from one year earlier. (Oxygen press)
AUGUST 2008 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demos was down slightly this month as compared to July.Overall share and delivery was down -17% and -14%, respectively.However Friday night specifically showed growth.Overall delivery was up +9% and Women 18-49 was up +12%.
Monday, Wednesday, Friday and Saturday nights was the Oxygen double feature movie which was down this month in all key demos.And who can predict, one month movie ratings are way up - the next their down.And it's the same theatricals that have had multiple air play, yet are strong, solid and contemporary titles.
Tuesdays were all about the stack of TORI & DEAN: HOME SWEET HOLLYWOOD.HOME SWEET HOLLYWOOD scored some key milestones this season, propelling it to Oxygen's top series spot.This season's ratings are double the average of the second season, and it surpassed the network's prior most-watched season (THE BAD GIRLD CLUB season two) by 36%. (Oxygen press 8/13/08)In fact, the network reported that it was their highest rated and most watched telecast ever. This couple has certainly put their signature on this Channel.
And on Tuesday August 26th was the season premiere of THE JANICE DICKINSON MODELING AGENCY.In its fourth season this year on the network, we are confident that the ratings will hold up.This season Janice insists that the models live together in a "model house"- just like she had to do back-in-the-day. Much to the model's surprise, Janice announces that she will live in the house with them---policing what they eat, inspecting them before big photo shoots, monitoring their partying ways, and using any means necessary to mold them into fierce supermodels who can bring in big money for the agency. Season four premiere was the series' most watched season debut ever among key "Generation O" demos P18-49, W18-49 and W18-34. (Oxygen press 8/27/08)
And rounding out the month on Thursday and Sunday nights were stacks of SNAPPED.SNAPPED was down -10% in delivery overall this month.
ADDITIONAL RATINGS ANALYSIS:
TORI & DEAN: HOME SWEET HOLLYWOOD attracted more than 1.1 million viewers, making it Oxygen's highest-rated and most-watched Tuesday primetime program ever. (Multichannel 7/23/08)
AMERICA'S NEXT TOP MODEL premieres January 2009. (Oxygen has acquired rights to the full library of the reality competition series, including current and future cycles. The CW series is now in its 11th cycle and is in production on the 12th)
BAD GIRLS CLUB (season #3)
TALK SEX WITH SUE JOHANSON
ADDITIONAL SHOWS CURRENTLY AIRING:
LIVING SINGLE, GRACE UNDER FIRE, A DIFFERENT WORLD, MAD ABOUT YOU, ELLEN, XENA: WARRIOR PRINCESS, ABSOLUTELY FABULOUS, THE ELLEN DEGENERES SHOW, INHALE