Spike TV Performance/Schedule Analysis - July 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2008)

TARGET DEMOGRAPHIC:

Men 18-49, Men 18-34

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

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

SCHEDULING STRATEGIES:

Spike's highest rated show THE ULTIMATE FIGHTER has become an island onto itself.  Wherever it is scheduled, and it pops up a lot in different days/time slots, 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 made recently a serious commitment to off-network movie product as they have beefed us their acquisition purchases with movie franchises Rambo and the Star Wars saga.

PROGRAM/SCHEDULE CHANGES:

JUNE-JULY:

PREMIERES:

**June 29th - THE FACTORY at 10pm.
**June 22nd - GUYS CHOICE AWARDS, second annual awards show at 10pm.

FINALES:

**June 21st - THE ULTIMATE FIGHTER at 9pm

AUGUST AND BEYOND:

PREMIERES:

**September 17th - THE ULTIMATE FIGHTER season #8

**September 17th - MANswers season #2 at 11pm

FINALES:

**August 27th - SHEAR GENIUS at 10pm

YEAR AGO/BIG PICTURE:

Prime overall in terms of ratings, share and delivery as compatred with July '07 on e year ago, was down.  Delivery was down by -5%.  However, Men 18-49 was up +14% in delivery.  The Spike Movie was up +23% share and +31%in delivery from one year ago.

JULY 2008 PRIMETIME RATINGS ANALYSIS:

The overall primetime Monday-Sunday averages in ratings, share and demos were down slightly this motnh as compared to June.  Overall share and delivery was either down slightly or fell flat. Saturday night specifically showed significant growth this month however.  Overall share was up +29%, delivery +26%.  Men 18-49 was up as well by +58% and +52%.

Monday night's PLAYBOOK movies was down -23% this month.However the Spike tv movie was up +60%.No doubt due to the airing of the STAR WARS films.It's a guaranteed ratings success each and every time they schedule one, whether it be the older films from the 80's or the newer films.This franchise was one of their best investments. THE FORCE OF JULY Independence Day spreads out over a full week, featuring marathons of all of Spike's signature programming including James Bond movies, Films of Fury, the latest Van Dammes, the greatest Seagals, CSI and a "Star Wars" movie each night. What a line-up!It's no wonder why the movie franchise was up considerably this month.It's all about stunt programming this month, and it totally worked.

Tuesday nights were stacks of CSI. CSI pretty much fell flat this month, but was up +6% share with Women 18-49.Wednesday nights UFC FIGHT NIGHT was up in share and delivery by +38% this month.And there was a stacking of THE FACTORY on Wednesday 7/16, as well as the regular Sunday night block which premiered last month.FACTORY was up +20% share this month and made a greater impact in the Men and Women 25-54 demographics.It was in new episodes which follow the day-to-day lives of four disinterested small town factory workers as they spend their time fraternizing in lieu of doing their drab work.Who would think this off-beat comedy would be so successful on this Channel?

Thursday nights TNA: IMPACT! was up +11% in overall share.A staple for this Channel showing no erosion month to month and in all new episodes this month.Friday nights was a mix of UFC specials, WHEN GOOD PETS GO BAD specials and CSI episodes.

Rounding out the weekend, Saturday was a mixed bag of ULTIMATE FIGHTER specials and movies. Sunday nights was the premiere eps of THE FACTORY as we mentioned above, a few episodes of MANswers, the trivia for men and more movies.

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 will begin 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. It begins airing in October 2008. 175 episodes each newly edited and adding fresh show wraps and updates on the people profiled in the segments).

rRAMBO 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:

None announced.

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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