Spike TV Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 24, 2008)

TARGET DEMOGRAPHIC:

Men 18-49, Men 18-34

OCTOBER 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:

SEPTEMBER - OCTOBER 2008:

PREMIERES:

**September 17th - THE ULTIMATE FIGHTER season #8
**September 17th - MANswers season #2 at 11pm
**October 4th - UFC 86: JACKSON VS GRIFFIN at 9pm
**October 11h - UFC 87: ST. PIERRE VS FITCH at 9pm
**October 13th - UNSOLVED MYSTERIES at 5pm & 6pm
**October 21st - SCREAM 2008 at 9pm

NOVEMBER AND BEYOND:

PREMIERES:

**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)

YEAR AGO/BIG PICTURE:

Primetime overall in terms of ratings, share and delivery as compared with October '07 one year ago, fell flat.  TNA IMPACT! was up +8% and the Spike Movie was up +28% in delivery from one year ago.

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS:

The overall primetime Monday-Sunday averages in ratings, share and demo delivery were down this month as compared to September.  Overall share and delivery were down -8% and -5%.  However, Saturday nights specifically did show significant gains this month.  Overall share was up +50% and delivery was up +43%.  Men 18-49 were well up by +142% and +154%, respectively.

Monday nights Playbook movies were down this month. And CSI NEW YORK pretty much fell flat or slightly down in all key demos this month. On Tuesday nights the regular movies were replaced this month by CSI NEW YORK and then a double stack of THE ULTIMATE FIGHTER UNLEASHED.

Wednesday nights continued with ULTIMATE FIGHTER UNLEASHED followed by THE ULTIMATE FIGHTER.  FIGHTER season #8 premiered last month and was up tremendously this month.  Share alone was up +67%.  This was the month of UFC fights!  One new original premiering each week.  And viewers were able to catch up on all their UFC FIGHT NIGHTS or ULTIMATE FIGHTER finales with Spike's "Fightin' Fridays" in October.  A month of pure action!

Thursday nights TNA: IMPACT! was down this month a modest -3% in delivery.  Saturdays were more fights, and more fights - and of course one week of WHEN GOOD PETS GO BAD thrown into the mix.  What would a month be like without one of these vicious specials?

And rounding out the weekend, on Sundays were movies and CSI, both of which were down.Sunday movies were stunted.  One week was all Seagal films, and the next week was the "Gangs of L.A.".  In addition, one very notable special to mention was Spike's annual SCREAM 2008 special, appearing on Tuesday October 21st.  In its third year, this two-hour extravaganza paid homage to everything that is great about comics, fantasy, sci-fi, and horror. While not a total "Scream" for the ratings, it is commendable that this is the first show of its kind to honor and recognize these hugely popular genres.

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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