(Updated as of January 26, 2008)
Women 18-49. They advertise to the young, upscale woman.
TOP PRIMETIME SHOWS:
BAD GIRLS CLUB, SNAPPED, TORI & DEAN: INN LOVE, CAPTURED, Movies
Oxygen’s programming, it tends to be a little bit edgier, a little bit funnier, and a little bit more young-skewing than cable.
Oxygen tends to stack originals nightly. These serve two purposes. It allows the viewer to get connected to a series by airing more than one episode say, and it also builds on the strength of the series and brings audience awareness. It allows their viewers an opportunity not to miss any episode from a previous week.
Monday, Tuesday, Friday, & Sunday nights is where Oxygen airs their originals. Typically they pair it with acquired movies to be used as their launch pad, to give it the best possible lead-in for the originals.
The unscripted competition craze shows no sign of stalling out on Oxygen.
NOVEMBER - DECEMBER:
BAD GIRLS CLUB SEASON #2 premiered Tuesday Dec 4th at 10pm
JANICE DICKINSON MODELING AGENCY #3 premiered Tuesday Dec 4th at 10:30pm
HUSBAND FOR HIRE original movie premiered January 19th at 8pm.
DEION AND PILAR SANDERS: PRIME TIME LOVE slated to premiere February 2008
YEAR AGO/BIG PICTURE:
Compared to December 2006, one year ago – overall ratings, share and delivery was flat. Individual nights however had substantial growth, particularly on Wednesday nights. Women 18-49 saw an increase of +23% delivery and Women 25-54 was up by as much as +44%. The Oxygen Movie was up +33% in Adults 18-49 and 25-54.
DECEMBER 2007 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demo was up slightly as compared to last month November. Individual nights saw some significant growth, however overall average for Women 18-49 was down as well. However, Wednesday nights in particular saw a +67% in share and a +82% increase in delivery. Actually across every demo on Wednesday nights saw substantial growth.
Monday, Wednesday, Friday and Saturday nights this month were primarily the double feature Oxygen movie. Mainly theatrical movie repeats. But, movies in general this month was either down or flat with the exception of the Adult 25-54 demo was up +33% in share. Even though ratings were down, Oxygen aired pretty contemporary titles. The only problem is that they most of these titles have been aired to death on either broadcast or other cable networks, so by the time this network airs it, it has had a lot of additional air play. However, titles worthy to mention were: Two Weeks Notice, Bend it like Beckham, Love & Basketball, Moonstruck, Baby Boom – all very female friendly titles, with big celebrity names.
Tuesday, December 4th was the premiere of the second season of THE BAD GIRLS CLUB which was up +10% from the year ago time period average. And The JANICE DICKINSON MODELING AGENCY season #3 was the #4 top rated program on the Channel for the month. A powerhouse of female programming on Tuesdays for a loyal audience who was looking for their season return.
Crimetime Sundays two series SNAPPED and CAPTURED which airs on Sunday nights and the block repeats on Thursdays were both down this month or flat. Both shows still are top rated programs, and still show no signs of erosion. We’ll look forward to new episodes in January. And with a new GM in place, we’ll have to wait and see what kinds of programming changes are yet to come.
ADDITIONAL RATINGS ANALYSIS:
Overall, Oxygen finished 2007 with its best performance historically in total viewers, women 18-49, up 27%percent from one year earlier. (Mediaweek 1/3/08).
LATEST PROGRAM RENEWALS:
TORI & DEAN: STILL IN LOVE (season #3 - slated to debut summer ’08).
LATEST PROGRAM CANCELLATIONS:
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