Oxygen Performance/Schedule Analysis - February 2008

Author:
Publish date:
Updated on

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of  March 25, 2008)

TARGET DEMOGRAPHIC:

Women 18-49. They advertise to the young, upscale woman.

FEBRUARY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BAD GIRLS CLUB, SNAPPED, CAPTURED, JANCIE DICKINSON, and Movies

SCHEDULING STRATEGIES:

Oxygen’s programming 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.


PROGRAM/SCHEDULE CHANGES:

JANUARY-FEBRUARY:

HUSBAND FOR HIRE original movie premiered January 19th at 8pm

U.K. series JANICE & ABBEY will premiered Tuesday, February 19th at 11pm. The six-episode 30m series follows supermodel Janice Dickinson as she mentors Britain's Next Top Model runner-up Abbey Clancy. The show originally debuted last October on Oxygen's broadband channel as a web series.

AND BEYOND:

Cable net Oxygen will celebrate Black History Month with an airing of theatrical classic Guess Who's Coming to Dinner on Sunday, March 24th at 2pm.

DEION AND PILAR SANDERS: PRIME TIME LOVE slated to premiere April 15th at 10:30pm

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 beginning August 11th.

YEAR AGO/BIG PICTURE:

Compared to February 2007, one year ago – there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +33% and +39%, respectively.Sunday nights’ SNAPPED has seen unbelievable gains of +108% share and +100% in delivery. Oxygen also reached a new February zenith in households (302,000), total viewers (379,000), adults 18-49 (209,000) and women 18-49 (141,000), growing year-to-year in prime-time by as much as 49 percent. (Oxygen press)

FEBRUARY 2008 PRIMETIME RATINGS ANALYSIS:

The primetime average for ratings, share and demos was up this month as compared to January.Overall share and delivery was up considerably by as much as +33% share and +23% delivery.Women 18-49 and 25-54 was up +16% delivery.With the exception of Friday nights there were significant gains overall demos as well for the Channel this month.

Monday, Tuesday, Wednesday and Thursday nights this month was all about JANICE DICKINSON, BAD GIRLS CLUB, SNAPPED and a few theatricals thrown into the mix.JANICE DICKINSON was up this month +22% in overall delivery and Women 18-49 share was up +25%.BAD GIRLS was up +50% in overall share and Women 18-49 +67%.SNAPPED was up +33% in share but movies were down considerably this month in all demos.It’s all about the originals on this network.Oxygen has signature shows, a hard task for any cable network to accomplish.For the second consecutive week, BAD GIRLS made network history with Tuesday's premiere episode ("Taken for a Ride"). The episode was the most-watched Oxygen telecast ever (Oxygen press 2/28/08).Additionally, JANICE DICKINSON season three and SNAPPED season six are having their most successful seasons yet.

Friday and Saturday nights were primarily the double feature Oxygen movie.No real ratings success stories here, but a few titles worthy of mentioning: Object of My Affection, Catwoman, Coyote Ugly and classic Goldie Hawn Overboard.

Rounding out the month on Sunday nights was Oxygen’s own Sunday night original programming block which continues to flourish - SNAPPED and CAPTURED. CAPTURED was up substantially this month by as much as +20% share and +16% delivery.Women 18-49 share was up by as much as +25%.There’s not that much diversity on this network, most of their primetime schedule is stacks and stacks of originals – three to four this month that were scheduled over and over again.But, hey if the formula works, why change it?

ADDITIONAL RATINGS ANALYSIS:

In primetime, February 2008 is Oxygen's highest rated and most watched month ever among HH, W18-49, P18-49 and total viewers. February was also the network's most successful month on a total day basis among HHs and all key demos.For total day, Oxygen has experienced 13 consecutive months of year to year growth among W18-49, P18-49, W18-34 and total viewers. The network also ended February with its best week ever among W18-49 (116,000), P18-49 (162,000), W18-34 (56,000) and total viewers (281,000) for total day. (Mediaweek 2/28/08)

LATEST ACQUISITIONS:

None announced.

LATEST PROGRAM RENEWALS:

None announced.

LATEST PROGRAM CANCELLATIONS:

None announced.

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

Related