Style Analysis - December 2009

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DECEMBER 2009 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.

Not unlike sister network E!, consistent scheduling patterns are sketchy at best. They do blocks of originals stacking, but the theme is not consistent throughout the month. There is no appointment viewing, rather it is the brand that you drop in and out of, like a magazine. You know what you are going to get, you just need to decide if you feel like viewing it at the time.  The one thing that it is consistent throughout all of the programming - it is all about the "style."

DECEMBER 2009 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / November 2009 vs. November 2008  (% Change)

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

0%

-50%

Tuesday 8-11pm

0%

0%

0%

100%

Wednesday 8-11pm

0%

0%

0%

0%

Thursday 8-11pm

0%

0%

0%

100%

Friday 8-11pm

50%

100%

0%

0%

Saturday 8-11pm

0%

0%

0%

0%

Sunday 8-11pm

0%

0%

0%

0%

MTWTFSS 8-11pm

0%

0%

50%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago December 2008, overall ratings were up.  Share fell flat, but delivery was up +13%.  Friday nights in particular was up +50% share and delivery was up +36%, respectively.  Women 18-49 were up +50% share overall.  Style delivered a record breaking year with its most-watched year in its history, averaging 113,000 total viewers in total day, up +6% compared to a year ago. (Style press)  Original series THE DISH was up +18%, CLEAN HOUSE was up +22% and CLEAN HOUSE COMES CLEAN was up +41% in delivery overall from one year ago.

The monthly primetime averages for ratings, share and demo delivery were down this month compared to last month.  While overall share fell flat, delivery was down -9%.  With the exception of Monday nights, Women 18-49 and 25-54 were down.  However, Style still managed to deliver its most-watched December in the network's history among households and total viewers in total day, up +6% and +9% respectively compared to December 2008.  (Style press).

Considering that reality shows in general do not repeat, or rather shall we say repeat well when it goes to another channel, this is not the case for THE SUPERNANNY on Style.  Even though SUPERNANNY was actually down this month it still continues to increase the numbers for Women 18-49.  SUPERNANNY is a perfect example of an off-net acquisition that carries just the right formula - a show that brings high-volume, target demographic and a built-in brand.

CLEAN HOUSE, Style's most popular original series, continues to draw appointment-viewing ratings, attracting more than twice as many households and total viewers to the time period than the network's primetime average, driven by the core Women 18-49. CLEAN HOUSE took over much of the primetime scheduling line-up this month along with the MOVIES WE LOVE franchise.  The highest rated movie this month was You've Got Mail.  Pretty remarkable since this classic but dated film has been seen over and over again on a multitude of different cable networks throughout the years. 

Additional primetime programming that still define the network and continue to be staples are THE DISH, WHOSE WEDDING IS IT ANYWAY?, RUBY, HOW DO I LOOK, DRESS MY NEST and KIMORA.  THE DISH was down -13% in overall delivery.  WHOSE WEDDING IS IT ANYWAY was down significantly this month.  HOW DO I LOOK?, RUBY, DRESS MY NEST and KIMORA were not on the schedule this month. 

This month continues with the network strategy of not focusing heavily on specials, but stacks of original series programming.  A strategy that is definitely working for them, and giving Style  more of a brand identity.   Most of their line-up consists of original programming, but about 20 percent consists of acquisitions. And it is this strategy of airing more originals that has cemented the channel's relationship with its viewers.  There was one special to note for the month,  was the 25 Hottest Cougar Tales, which was one of the highest rated programs on the channel this month, and indeed a very hot topic on tv these days.

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