Spike TV Performance/Schedule Analysis - December 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of January 20, 2009)

TARGET DEMOGRAPHIC:

Men 18-49, Men 18-34

DECEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

CSI, ULTIMATE FIGHTER UNLEASHED, ULTIMATE FIGHTER, TNA IMPACT, PLAYBOOK, MANSWERS

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:

NOVEMBER - DECEMBER 2008:

PREMIERES:

**November 10th - UFC 91 Countdown at 11pm
**November 22nd - Thanksgiving Turkey Shootout Marathon (2pm-10pm)
**December 10th - UFC FIGHT FOR THE TROOPS at 9pm (3 hour, live televised  to raise funds to build a treatment center for the brave men and women in the United States Armed Forces who have experienced traumatic brain injuries) 
**December 14th - 2008 VIDEO GAME AWARDS at 9pm

FINALES:

**December 13th - THE ULTIMATE FIGHTER at 9pm

JANUARY AND BEYOND:

PREMIERES:

**January 25th -  AFRO SAMURA RESURRECTION
**January 29th - TOUGHEST COWBOY at 11pm
**February 10th - DEA (season #3) at 10pm
**April 5th - FAST MACHINES WITH FUNKMASTER FLEX at 10:30pm
**May 31st - JESSE JAMES IS A DEAD MAN at 10pm
**Spring 2009 - PROS VS JOES (season #4)

YEAR AGO/BIG PICTURE:

Primetime overall in terms of ratings, share and delivery as compared with December 2007 one year ago, was down.  Delivery was down by -11%.  However programs like TNA IMPACT! was up +15% and the Spike Movie was up +11% in delivery from one year ago.

DECEMBER 2008 PRIMETIME RATINGS ANALYSIS:

The overall primetime Monday-Sunday averages in ratings, share and demo delivery was up this month as compared to last month, November.  Overall share was up +8% and delivery was up +4%.  Specific nights like Monday, Tuesday and Friday nights showed significant gains this month.  Overall delivery was up +6%, +3% and +14%, respectively.

Monday nights PLAYBOOK movies were down this month - no surprise since they are titles that have been repeated again and again. Tuesday nights stack of THE ULTIMATE FIGHTER UNLEASHED was up +11% share and in all key demos.  Wednesday was a mix bag this month of ULTIMATE FIGHTER UNLEASHED, THE ULTIMATE FIGHTER and MOVIES.  ULTIMATE FIGHTER now in its eighth season was up +30%, as it still continues to pack a punch with original eps this month.

Thursday nights TNA: IMPACT! was down this month.  MANSWERS was up +8% in overall delivery.MANSWERS is one of those funny little shows that Spike usually only airs in late night - answering questions like "How can beer make boobs bigger?"....Also along the same lines is a short lived series JACKASS...well the name says it all, doesn't it?Interestingly enough some prime time runs were scheduled this month.Throw in a WORLD'S MOST SHOCKING MOMENTS one hour special - and that's a fun night of programming (but probably not for the whole family;).

Saturdays and Sundays were stacks of CSI.This off-network staple showing no signs of erosion was up +15% share this month.CSI: New York was also up this month once again.The Spike MOVIE was up +36%.Titles worthy of mentioning: Never Say Never, and Die Another Day.Spike has had the rights to the James Bond movies for quite some time, and overall they do deliver month after month.On Sunday, December 14th Spike aired the 2008 "Video Game Awards." This sixth annual award show has become a staple on the Channel.Overall, this was a month of original series dominating the primetime schedule - a move that will become more apparent in the year to come.

PROGRAM ACQUISITIONS:

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 (the 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. October 2008. 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)

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, MUSCLE CAR

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