Style Analysis - August 2011 - Multichannel

Style Analysis - August 2011

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AUGUST 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Style stands out from other channels mainly due to the fact that their programming offers more than personality-driven shows. They offer big personalities, really good stories, and feature true experts in their fields.  While 80 percent of The Style Network's schedule is made up of original shows, 20 percent consists of acquisitions. They look for high-volume, established series that already come with a built-in brand. Along with their original  programs,  CLEAN HOUSE, KIMORA: LIFE IN THE FAB LANE, and WHOSE WEDDING IS IT ANYWAY?, their strategy has cemented the channel's relationship with its viewers.

Optimistic about its viewer base of "Shoptimists," a name that the network has given a group of consumers that the network categorizes as shopping enthusiasts, but brand loyalists.  Style Network announced that it has picked up a trio of new series, renewed a pair of returning favorites and unveiled 10 series in development.  Taking aim as a viewing destination for a group of women 18 to 49 who are positive, loyal and evolving, plus passionate shoppers and trendsetters.

AUGUST 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / August 2011 vs. August 2010  (% Change)

HH

M18-49

F18-49

P18-49

Monday 8-11pm

100%

150%

 400%

500%

Tuesday 8-11pm

200%

   0%

 500%

300%

Wednesday 8-11pm

 50%

   0%

  33%

   0%

Thursday 8-11pm

   0%

   0%

  50%

   0%

Friday 8-11pm

   0%

   0%

  50%

   0%

Saturday 8-11pm

   0%

   0%

 -33%

   0%

Sunday 8-11pm

 50%

   0%

150%

 50%

MTWTFSS 8-11pm

  0%

   0%

  0%

  0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago August 2010, overall ratings were up.  Share was up +50% and delivery was up +78%, respectively.  Women 18-49 delivery rose +148%.   Style delivered a record breaking month in August 2011, with its highest rated month in the network’s history across all key demos.  Compared to August 2010, Style more than doubled its delivery in all key demos and tripled its W18-34 average, driven by its hit reality lineup, including this month's premiere of TIA & TAMERA.

The monthly primetime averages for ratings, share and demo delivery were up this month compared to last month.  Overall share was up +50% and delivery was up +47%, respectively.  The premiere of TIA & TAMERA on August 8th more than quadrupled the network's primetime average among Women 18-49.  It was also the most-watched series launch in the network's history.  This very carefully, well executed series included a highly successful social media and multi-platform campaign prior and during its launch.   The series takes viewers inside the lives of the twin sisters and best friends as Tia becomes a first-time mother and Tamera prepares to walk down the aisle.   The President of the Style Network was quoted "this is what the Style brand is all about – they’re optimistic, inspiring, passionate, dynamic and incredibly fun.”  This dynamic duo might be the new barometer for future network programming models.  A second season of the series has already been picked up.

Other August rating highlights include the third season of  JERSEYLICIOUS on Sundays at 8pm on track to deliver its highest-rated season to date, out-performing the prior season.  JERSEYLICIOUS was up +50% share overall this month, and was also up +15% with Women 18-49.

The fourth season of GIULIANA & BILL on Mondays at 8pm is also out-pacing all other seasons to-date and has posted the largest season-on-season gains, up more than +30% among Women 18-49 and +40% among Total Viewers over season three. (Style press).  Freshman series BIG RICH TEXAS has also gained momentum on Sundays nights at 9pm.  Delivery was up +17% overall and has proven to be a good lead-in to TIA & TAMERA.

HOW DO I LOOK fell flat this month with Women 18-49.  Stacks of SEX AND THE CITY were up this month, as much as +25% share with Women 18-49.  SEX has proven to be a strong acquisition for the channel that hits the core 18-49 female demos.  A few airings of SUPERNANNY aired this month as well, and demos were up.  PROJECT RUNWAY also had a few airings this month, but was down overall.  Signature program CLEAN HOUSE was up +33% share with Women 18-49 and continues to be a staple on the network that sustains a good portion of their viewers week after week.  MOVIES were up +6% in delivery overall this month but were by no means to the focus of the line-up.

Overall, a solid month of original programming.  With returning series, and a new premiere, this network has stood out in terms of ratings success and continues to climb month after month.  At least a half a dozen reality shows are working on the channel, and the numbers are skewing young women.  Style has been moving towards more consistent scheduling blocks, and a good ratio of off-network acquired and original series is making Style viewers more committed to watching their favorite programs in primetime.

CABLEU NEED TO KNOW

Style is looking to add more content that focuses fashion and beauty.  Makeovers continue to be big on their agenda, but the kind of makeovers that take women  on a journey and help them better their own lives.  Docu-series related to the home and home makeovers.  Body Images and Weddings.

At Style Network's recent upfront presentation, they unveiled nine pilots for the 2011-2012 season.  These new shows are wide-ranging and diverse.  "Each project is infused with Style's ‘Before Meets After' mantra and captures the aspirational and inspirational components of the network's brand", as reported by Salaam Coleman Smith, president, The Style Network.

The Style Network has a slate of new series in development for the 2011-2012 television season that features a broad range of programming genres, along with new concepts, stars and locales.  Included in the mix are weekly series focusing on fitness, organization and fashion, an inspirational family docudrama, a docuseries on expectant mothers preparing to give their children up for adoption, as well as a new half-hour lifestyle topical weekly series.

Style has been strutting away from runway-based, high fashion-oriented programming in favor of more inspirational content that focuses on the triumphs and trials of ordinary women.  Style is placing a greater emphasis on the life changes and issues of ordinary women, which have helped the network draw record numbers of viewers.  They have become much more character and story-driven.

Style is looking for show pitches and hosts.  They are particularly interested in lifestyle programming, such as travel, weight loss, cooking and home.  They are looking for unique and refreshing fashion and beauty shows. Much of Style's success is attributable to the network's reality-driven content.  Everyday women who get makeovers, go shopping, do housecleaning and even become an undiscovered Miss America. Style is a niche network with mass appeal — 90% of shows are original that feature everyday people.

According to Style Network executive vice president Salaam Coleman Smith, "it's the reality TV phenomenon that has completely transformed the programming landscape for women.  The transition of the American public becoming the star of the show has transformed the image of women in media," said Smith. "It's an exciting time because there is so much diversity with how women are portrayed whether positive, negative, outrageous, irreverent or traditional."  Smith attributes its success to tapping into the true desires of what women really want to watch.

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