Spike TV Performance/Schedule Analysis - April 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of May 21, 2009)

TARGET DEMOGRAPHIC:

Men 18-49, Men 18-34

APRIL 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

CSI, THE ULTIMATE FIGHTER: UNLEASHED, THE ULTIMATE FIGHTER, TNA IMPACT, PLAYBOOK, 1000 WAYS TO DIE, THE DEADLIEST WARRIOR

SCHEDULING STRATEGIES:

Spike's highest rated show THE ULTIMATE FIGHTER has become an island unto itself.  Wherever it is scheduled, and it pops up a lot in different days/time slots, it does well.  Spike has built a Thursday night action block centered on THE ULTIMATE FIGHTER.

Spike is retooling its original-series strategy.  Spike will be focusing its development slate on comedy as well as drama, in addition to their library of action movies and stunts.   Spike has also recently made a serious commitment to off-network movie product as they have beefed up their acquisition purchases with movie franchises Rambo and the Star Wars saga.

PROGRAM/SCHEDULE CHANGES:

MARCH - APRIL:

PREMIERES:

**April 1st - THE ULTIMATE FIGHTER: US vs UK at 10pm
**April 7th - DEADLIEST WARRIOR at 10pm
**April 27th - PROS VS JOES (season #4)

MAY AND BEYOND:

PREMIERES:

**May 18th - 4TH AND LONG at 10pm
**May 31st - JESSE JAMES IS A DEAD MAN at 10pm
**April 27th - PROS VS JOES (season #4) at 11pm
**June 21st - GUY'S CHOICE at 10pm
**3rd Quarter 2009 - BAND OF BROTHERS (mini-series)

YEAR AGO/BIG PICTURE:

April: 08-09             
Yearly % change*        H'hold        M25-54    F25-54    P25-54
Monday 8-11pm             -29%           7%        -50%       -23%
Tuesday 8-11pm              0%          55%        -33%         10%
Wednesday 8-11pm       -7%           -9%        -11%          -7%
Thursday 8-11pm           -6%          39%            0%         23%
Friday 8-11pm               -50%        -55%         -53%       -52%
Saturday 8-11pm           -35%       -42%         -37%       -42%
Sunday 8-11pm             -63%        -67%         -72%       -71%
MTWTFSS 8-11pm       -33%        -29%        -43%       -37%

*The Nielsen Company's National Television Audience Sample

Primetime overall in terms of ratings, share and delivery as compared with April 2008 one year ago, were down.  Share was down -33% and delivery was down by -34%.  However, Men 18-49 were up considerably on Monday, Tuesday and Thursday nights. TNA:IMPACT! was up +28% delivery.  THE ULTIMATE FIGHTER was up +15% for both share and delivery from one year ago.


APRIL 2009 PRIMETIME RATINGS ANALYSIS:

The overall primetime Monday-Sunday averages for ratings, share and demo delivery were on par this month compared to last month.  Overall share and delivery fell flat. Men 18-49 was up +19% share and +15% delivery overall.  Saturday nights showed substantial growth with share and delivery both up +15% and +12% , respectively.

Monday nights were mainly UFC fights this month and was the highest rated program on the channel.Tuesday nights were ULTIMATE FIGHTER UNLEASHED, ULTIMATE KNOCKOUTS and the premiere of THE DEADLIEST WARRIOR on April 7th.FIGHTER UNLEASHED was up +13% with Men 18-49 share. KNOCKOUTS were up +29% share.And DEADLIEST WARRIOR debut episode at 10pm "Gladiator vs. Apache," gathered the highest ratings among Men 18-34 and 18-49 this year.Overall the series drew in 1.7 million viewers and was also Spike's highest rated unscripted series premiere ever among Men 18-34.(Spike press 4/9/09) This first debut episode slayed the competition by depicting history's greatest warriors and pitting them up against one another to see who reigns supreme.This nonstop high testerone series already looks like a winner!

Wednesday nights were more CSI, ULTIMATE FIGHTER UNLEASHED and THE ULTIMATE FIGHTER.FIGHTER was up +50% in overall share and delivery this month.Thursday nights were episodes of ULTIMATE FIGHTER UNLEASHED and TNA: IMPACT!TNA was up a modest +1% in overall delivery.  Fridays were more CSI, and PLAYBOOK MOVIES.PLAYBOOK MOVIES were down this month.Saturdays and Sundays were a mixed bag of movies, stacks of CSI, fights and some original series repeats.The prime MOVIE was up +21% share this month alone.Spike is still getting a lot of bang for their buck by repeating the STAR WARS movies over and over again.And rounding out the month was off-network staple CSI.CSI was down in delivery this month, but was up with Women 18-49 share by +8%.This series shows no signs of erosion and is a program staple on this network.

PROGRAM ACQUISITIONS:

ENTOURAGE (off-HBO, 5 seasons totaling 78 episodes, will air January 2010).  Spike will also be entitled to the upcoming sixth season run and rights to any future seasons not produced.

BAND OF BROTHERS (off-HBO, 10-part miniseries, will air 3rd Qtr 2009)

STAR WARS saga. (The complete STAR WARS saga will air on Spike: Star Wars: Episode 1: The Phantom Menace, Star Wars, Episode II: Attack of the Clones Saturday, Star Wars: Episode III: Revenge of the Sith, Star Wars: Episode IV: A New Hope Friday, and Star Wars: Episode V: The Empire Strikes Back)

MARRIED WITH CHILDREN (they acquired the repeat rights to 1987-97 sitcom, which began airing in September  2008 for five years at an estimated $12 million. 259 episodes. Per terms of the deal, Spike also picked up the rights to repurpose the series on its broadband site).

UNSOLVED MYSTERIES (Former non-scripted NBC staple was licensed at a reported $26 million and also for five years.  175 episodes each newly edited and adding fresh show wraps and updates on the people profiled in the segments).

RAMBO MOVIES (Spike made an exclusive basic cable tv deal with Lionsgate for 5 action films including all four RAMBO movies as well as the television broadcast premiere of the most recent 2008 Rambo.  This gives Spike a staggered broadcast windows to air the films over 4 years starting June 2010.)

PROGRAM RENEWALS:

DEA (season #2)

PROS VS JOES (season #4, 8 episodes ordered)

1,000 WAYS TO DIE (season #2, 13 eps)

MANSWERS (season #3, 10 eps)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

SPIKE'S MOST AMAZING VIDEOS, MAXIMUM EXPOSURE, GAME HEAD, MANSWERS, MXC, MUSCLE CAR, XTREME 4X4, TRUCKS!, HORSEPOWER TV, PROS VS JOES

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