Spike TV Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 20, 2009)


CURRENT AND SIGNATURE PROGRAMS:


CSI
(DRAMA)
An elite team of police forensic evidence investigation experts work their cases in Las Vegas.

DEADLIEST WARRIOR (DOCUMENTARY)

Pits two of the most feared warrior civilizations that history has ever known against each other.  Using the latest in CGI technology, each episode enitlsts warrier-specific world-class experts who provide insight into what makes these warriers tick and analyze every faced of their skill.
Status: Premiered April 7, 2009.  10 x 60. Season 2 Premieres 2Q 2010   Produced by Morningstar Entertainment.

4th AND LONG (REALITY)

Pro football Hall of Famer Michael Irvin give a football hopeful a shot at making the Dallas Cowboys roster. 
Status: Premiered May 18, 2009.  10 x 60.  Produced by 3Ball Productions.

JESSE JAMES IS A DEAD MAN (DOCUMENTARY)
Each episode follows James as he readies himself for a different death-defying challenge he has always wanted to face and beat.
Status: Premiered May 31, 2009.  10 x 60.  Produced by Payupsucker Productions.

1000 WAYS TO DIE(REALITY)
This shocking series explores the many different and bizarre ways a person could die, highlighting a course of the most outrageous true stories of deaths in the most unorthodox manners. 10 episodes ordered.
Premiere Date: February 8th. Produced by Thom Beers Original Productions.

TNA IMPACT (SPORTS)
TNA Wrestling delivers a distinct brand of high-risk entertainment.

UFC (SPORTS)
Up-and-coming mixed martial artists from around the world convene in pursuit of being named the Ultimate Fighter.


JULY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

TNA iMPACT, UFC FIGHT NIGHT, ULTIMATE KNOCKOUTS 7, DEA, 1000 WAYS TO DIE, JESSE JAMES IS A DEAD MAN, CSI 

SCHEDULING STRATEGIES:

THE ULTIMATE FIGHTER and other UFC-related series and specials pop up a lot in different days/time slots, occupying between 1/4 - 1/3 of the Prime grid, and figuring prominently among the top-rated vehicles each month. Sports entertainment series TNA iMPACT generally holds the top spot in HH and key demo delivery each month. Other factual series usually deal with physical competition or risk.

Spike is, however, 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.

UPCOMING PREMIERES:

**3rd Quarter 2009 - BAND OF BROTHERS (mini-series)
**September 1, 2009 11p SURVIVING DISASTER
**2nd Quarter 2010 THE DEADLIEST WARRIOR Season 2

JULY 2009 PRIMETIME RATINGS ANALYSIS:

JULY 08 vs. JULY 09             

HH

M18-49

Monday 8-11pm

-31%

2%

Tuesday 8-11pm

-39%

2%

Wednesday 8-11pm

-18%

7%

Thursday 8-11pm

-2%

29%

Friday 8-11pm

-17%

6%

Saturday 8-11pm

-51%

-57%

Sunday 8-11pm

26%

29%

MTWTFSS 8-11pm

-21%

-4%

Source: The Nielsen Company's National Television Audience Sample

Spike's decline in HH delivery each night of the week was mitigated by the fact that Men demos only declined on Saturday, and grew significantly Thursday and Sunday. Spike continued to shed older viewers as the Median Age continued its year-to-year decline, dropping 11% from last July. Losses in female demos every night also contributed to the continuing loss of HH. With only 6 of 21 Prime hours consistently scheduled with series for the month, Spike depended on specials and stunts to populate the July lineup. The highlight was a week-long stunt featuring all six STAR WARS films, starting with the prequels. All the films significantly over-achieved the Prime averages across-the-board.

Monday nights saw 4TH AND LONG leading out of long-time denizen UFC. At 10p, 4TH & LONG held its 80% of its M18-49 lead-in. The night overall was up nearly 25% from last month for HH and the key demo.

STAR WARS: EPISODE II was Tuesday's top offering, besting the night's average delivery by 60% for HH and M18-49. A Prime tryout for Late Fringe series 1000 WAYS TO DIE and MANSWERS brought back M18-49 after 8p CSI, the only female-skewing series on the Network. Only 5 episodes of CSI ran this July. Overall, numbers for this night were up  by douvble-digits from June.

Wednesday night maintained that month-to-month growth, and was the first night to show significant growth in M18-49 over last year. Previous 9p denizen DEADLIEST WARRIOR was replaced by a variety of highly-rated UFC programming, leading the night's growth overall.

Wrestling continued to drive Thursday nights, with 9p TNA iMPACT combining with its ULTIMATE FIGHTER UNLEASHED/Various lead-in for the week's greaest year-to-year increases in Men demos. Strong growth over June continued on this night, although the rest of the week could not keep up that momentum.

ULTIMATE FIGHTER UNLEASHED replaced CSI as Friday's 9p Movie lead-in, giving Spike modest demo growth over July 2008. The night was flat with last month though, and remainied as the weakest night for M18-49. 

Both Saturday and Sunday rely on stunting with blocks of established series, such as DEA and 1000 WAYS TO DIE. Saturday was down sharply from last year, and both nights were down by double-digits in HH and Men demos from June. UFC- related material and JESSE JAMES IS A DEAD MAN dominated Sundays, leading to strong HH and demo growth over July 2008. Blocks of 1000 WAYS TO DIE equaled the night's HH Prime average, but significantly under-delivered for the demo.

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, off-History 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 (Off-Fox, off-FX - 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)

DEADLIEST WARRIOR (Season 3, 13 eps)

TNA iMPACT (Renewed through 2012)

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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