(Updated as of December 23, 2008)
While targeting women 18 to 49, Oxygen is "hyper" focusing on women 18 to 34
TOP PRIMETIME SHOWS:
SNAPPED, COOLIO RULES and Movies
Oxygen plans on 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.
Their programming strategy is targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm.
OCTOBER - NOVEMBER 2008:
**October 28th - COOLIO RULES at 10pm
*October 21st - THE JANICE DICKINSON MODELING AGENCY at 10pm
DECEMBER AND BEYOND:
**November 1st- CENTER STAGE: TURN IT UP at 8pm
**December 2nd - BAD GIRLS CLUB season #3 at 10pm (The show's format has been expanded from half-hour to one-hour this cycle, with thirteen new episodes to air through 2009.)
**January 8th - SNAPPED at 10pm
YEAR AGO/BIG PICTURE:
Compared to November 2007, one year ago - there has been a substantial growth in delivery. Overall delivery was up +12% and Women 18-49 was up +14% (vs. 13% November 2007).The Oxygen Movie was up +19% delivery overall.
NOVEMBER 2008 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demo delivery was on par this month as compared to last month, October.Overall share fell flat and delivery was down -3%.However Tuesday nights specifically showed moderate growth.Overall delivery was up +19%.And Women 18-49 delivery was up +2% overall.
Monday, Wednesday, Friday and Saturday nights was the Oxygen double feature.Movies were down this month -9% in overall delivery.However some titles worthy of mentioning are: Legally Blonde, Nutty Professor, Miss Congeniality 2, Notting Hill and Laws of Attraction. All solid titles, some perhaps more dated, but classic female films none-the-less.However, considering it was a sweeps month, movies that have been played over and over again is not going to get the same bang for the buck when there's new original programming to be seen.
Two new originals contributed to ratings growth this month.Original movie "Center Stage 2: Turn It Up". Oxygen notched its best Friday primetime ever among W18-49 and W18-34 during an encore of the movie on November 14th. The night also saw Oxygen's youngest median audience ever for a Friday primetime. (Oxygen press)
And Tuesdays nights were stacks of new episodes of COOLIO'S RULES, which actually premiered last month.Oxygen execs scheduled movies that appeal to his demographics airing as a lead-in, a scheduling tactic very common with trying to tie in two shows together to get a consistent flow of demographics.Coolio certainly has the "celebreality" factor, but the network only ordered short six, one-hour episode commitment.We'll see if any more eps get picked up.
Wednesday nights REAL HOUSEWIVES OF ATLANTA aired, using the synergy between sister network Bravo.Better keep it on the main channel, doesn't look like it got to much attention from Oxygen viewers.And rounding out the month on Thursday and Sunday nights were stacks of SNAPPED.SNAPPED was down -6% in delivery overall this month.
In addition, there was a new documentary series called "Oh! Documentary" - very fitting and peppered into the schedule with programs "Sex Slaves or Victims" and "Slave Girls of India" which was a doc that had aired previously under a different umbrella title.
ADDITIONAL RATINGS ANALYSIS:
Oxygen celebrates ratings successes this month, with November becoming the network's best ever on all key demos: W18-49, P18-49, W18-34, and total viewers. Year to date, the network is experiencing double digit growth for primetime across all key demos. (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