(Updated as of March 20, 2009)
While targeting women 18 to 49, Oxygen is "hyper" focusing on women 18 to 34
TOP PRIMETIME SHOWS:
SNAPPED, BAD GIRLS CLUB, AMERICA'S NEXT TOP MODEL and Movies
Oxygen plans on airing original programming Tuesday night around the year - "Seamless Tuesdays"; renewing THE JANICE DICKINSON MODELING AGENCY for a fourth season, and a reality show in development called DANCE YOUR ASS OFF. These kinds of new saucy 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."
Their programming strategy is targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm.
JANUARY - FEBRUARY:
**January 8th - SNAPPED at 10pm
**January 18th - AMERICA'S NEXT TOP MODEL (marathon 11am-11pm)
MARCH AND BEYOND:
**March 31st - PRETTY WICKED at 10pm
**March 24th - BAD GIRLS CLUB at 10pm
YEAR AGO/BIG PICTURE:
Yearly % change* H'hold M25-54 F25-54 P25-54
Monday 8-11pm -13% -- -6% -17%
Tuesday 8-11pm 16% -- 19% 17%
Wednesday 8-11pm 32% -- 14% -15%
Thursday 8-11pm 52% -- 41% 31%
Friday 8-11pm 57% -- 65% 62%
Saturday 8-11pm -2% -24% 0% -8%
Sunday 8-11pm 7% -- 4% -16%
MTWTFSS 8-11pm 15% -- 15% 7%
*The Nielsen Company's National Television Audience Sample
Compared to February 2008, one year ago - there has been a substantial growth for ratings, share and delivery.Overall ratings were up +15%, share +25% and delivery was up +18%.Women 18-49 was up +33% in delivery.The Oxygen MOVIE, SNAPPED, and BAD GIRLS CLUB were all up substantially from one year ago.
The month was also Oxygen's best among the key demo Women 18-34. The network experienced highs in other demos as well with its best February ever among P18-49 (244,000, a 16% gain), W18-49 (189,000, a 32% gain) and total viewers (444,000, a 16% gain). (Oxygen press)
FEBRUARY 2009 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demo delivery was on par this month compared to last month, January.Overall share fell flat and delivery was up +2%.Wednesday, Thursday and Friday nights in particular had significant overall growth.Delivery was up +18%, +12%, and +22%, respectively.Women 18-49 delivery was also up for these three nights as well.
Wednesday, Friday and Saturday nights was the Oxygen double feature.MOVIES were up +20% for overall share, and delivery was up +12%.Some titles worthy of mentioning were: Ever After, Must Love Dogs, Bridget Jones Diary, Under the Tuscan Sun, and Miss Congeniality 2. All solid titles, some perhaps more dated, but classic female feel good films none-the-less.And more importantly bigger box office theatricals that have "A" list female talent attached to the films.
Monday and Sunday nights were stacks of AMERICA'S NEXT TOP MODEL OBSESSED.Although share and delivery was down, TOP MODEL continues to bring the network's median age down.MODEL has aged down the network significantly to an average of 33 (Oxygen press).In addition, when its one of the only series on the network in primetime for the month, it still gets a lot of exposure and viewer sampling.
Tuesdays nights were stacks of signature series BAD GIRLS CLUB, which was up +5% in delivery this month.BAD GIRLS now in its third season averages a 32% lead among W18-34 compared to last season, and the median age for the show is 26. (Oxygen press).And rounding out the month on Thursday nights were stacks of SNAPPED.SNAPPED was up +6% in overall delivery, and +17% share for Women 18-49.
ADDITIONAL RATINGS INFO:
Oxygen is getting younger, with February 2009 was Oxygen's youngest month on record with a median age of 37.8 on a total day basis, driven by the performances of BAD GIRLS CLUB and AMERICA'S NEXT TOP MODEL OBSESSED (Oxygen press)
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)
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