(Updated as of July 20, 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 AGENCYfor a fourth season, with the show returning in August; and a reality show in development called DANCE YOUR ASS OFF.
**May 20th - A reunion of THE BAD GIRLS CLUB hosted by Star Jones at 10pm
**June 10th - OXYGEN'S 25IEST: POWER COUPLES - a pop-culture themed special hosted by Tori Spelling and Dean McDermott at 10pm.
**June 17th - TORI & DEAN: HOME SWEET HOLLYWOOD at 10pm
**June 3rd - DEION & PILAR: PRIMETIME LOVE at 10:30pm
JULY AND BEYOND:
**Oxygen is introducing a new programming strategy targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm.
**August 2008 - THE JANICE DICKENSON MODELING AGENCY season #4
**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.
YEAR AGO/BIG PICTURE:
Compared to June 2007, one year ago – there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +25% and +21%, respectively.Women 18-49 was up +17% share and +20% delivery overall.The Oxygen Movie was up +22% overall.
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)
JUNE 2008 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demos was on par this month as compared to May.Overall share and delivery either fell flat or was up slightly.Women 18-49 was down slightly, but specific nights did have significant gains.Women 18-49 share was up +75% on Mondays, and +25% Wednesdays nights.Monday was up +60% in delivery overall.
Monday, Wednesday, Friday and Saturday nights was the Oxygen double feature movie which was up +13% in overall delivery. Titles worthy of mentioning: Oceans 12, Unfaithful, Must Love Dogs, Something New, and Along Came Polly.
Tuesdays were all about the stack of DEION & PILAR with the final on June 3rd at 10:30pm.Overall demos were down this month for the series, but it did make a splash with viewers so we wouldn’t be surprised to see another season commitment.Tuesday, June 10th was a special OXYGEN'S 25IEST: POWER COUPLES - a pop-culture themed special hosted by Tori Spelling and Dean McDermott which was a perfect lead-in to the following week’s premiere of TORI & DEAN: INN LOVE and the new series TORI & DEAN: HOME SWEET HOLLYWOOD.HOME SWEET HOLLYWOOD was favored by the Women 18-49 demos, and was the most-watched show in the demo for any series in the history of Oxygen. It also hit a series-high in households, total viewers, adults 18-49 and women 18-34, building by as much as 63 percent among adults 18-49 from one week earlier. (Oxygen press).
Thursday and Sunday nights were stacks of CAPTURED and SNAPPED.SNAPPED was down -10% in delivery.While CAPTURED was up +16%.But this month was all about TORI & DEAN!.
ADDITIONAL RATINGS ANALYSIS:
Oxygen scored its 12th consecutive quarter of year-to-year gains in prime-time among adults 18-49, women 18-49 and women 18-34, with a rise of as much as 34 percent in adults 18-34 and a record performance in each category. Oxygen also extended its growing streak in total day to 17 consecutive quarters in total viewers, adults 18-49 and women 18-49. (Oxygen press)
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