Oxygen Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 24, 2008)

TARGET DEMOGRAPHIC:

While targeting women 18 to 49, Oxygen is "hyper" focusing on women 18 to 34

OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

JANICE DICKINSON MODELING AGENCY, SNAPPED, and Movies

SCHEDULING STRATEGIES:

Oxygen described its 2008 programming plans, which include: 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.

PROGRAM/SCHEDULE CHANGES:

SEPTEMBER - OCTOBER 2008:

PREMIERES:

**Oxygen is introducing a new programming strategy targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm. 
**October 28th - COOLIO RULES at 10pm

FINALES:

**October 21st - THE JANICE DICKINSON MODELING AGENCY at 10pm

NOVEMBER AND BEYOND:

PREMIERES:

**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.)

YEAR AGO/BIG PICTURE:

Compared to October 2007, one year ago - there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +33% and +18%, respectively.Women 18-49 was up +25% share and +16% delivery overall.The Oxygen Movie was up +43% delivery overall.

In primetime for the month, Oxygen averaged 131,000 W18-49 viewers (up 17% versus October 2007), 184,000 P18-49 viewers (up 17%), 59,000 W18-34 (up 9%), and 346,000 total viewers (up 16%). (Bravo press)

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS:

The primetime average for ratings, share and demos was down slightly this month as compared to September.Overall share was down -20% and delivery was down -12%.However Wednesday nights specifically showed growth.Overall delivery was up +14%.Women 18-49 delivery was up +18%.

Monday, Wednesday, Friday and Saturday nights was the Oxygen double feature movie which was down -17% share and -14% in overall delivery this month.However, some titles worthy of mentioning are: Legally Blonde, A League of Their Own, The Bodyguard, and Meet Joe Black. All solid titles, some perhaps more dated, but classic female targeted films none-the-less, but they have been played again and again with less rest within the past few months.  

Tuesdays were all about the stack of THE JANICE DICKINSON MODELING AGENCY. In its fourth season on the network this year, October 21st finale was a huge success.  The series rose to a record performance among key women 18-49 and adults 18-49.  It was the most watched cycle ever.  The finale saw Janice close the doors of her agency in LA to move to NY and open her dream agency.  Well, ratings were a dream for Oxygen and we hope to see season #5!

Wednesday nights along with the usual primetime movie, Oxygen synergized with its parent company, and sister net Bravo's REAL HOUSEWIVES OF ATLANTA which had a sampling on the network.  A smart move?  Certainly a lot of cross promotion goes into a venture like this as to not confuse viewers awareness.  But when you have the resources to do so, why not?

And rounding out the month on Thursday and Sunday nights were stacks of SNAPPED.SNAPPED was down -12% in delivery overall this month.

ADDITIONAL RATINGS ANALYSIS:

Oxygen celebrates ratings successes this October becoming the network's best ever. This was the best October ever for the network on all key demos: W18-49, P18-49, W18-34, and total viewers. (Oxygen press)

PROGRAM ACQUISITIONS:

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)

PROGRAM RENEWALS:

BAD GIRLS CLUB (season #3)

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

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