Style Analysis - January 2010

Author:
Updated:
Original:

JANUARY 2010 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."

JANUARY 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / January 2010 vs. January 2009  (% Change)

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

--

0%

0%

Tuesday 8-11pm

-50%

--

0%

--

Wednesday 8-11pm

0%

--

0%

0%

Thursday 8-11pm

0%

--

0%

0%

Friday 8-11pm

0%

--

-33%

0%

Saturday 8-11pm

0%

--

0%

0%

Sunday 8-11pm

0%

--

0%

0%

MTWTFSS 8-11pm

0%

--

-33%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago January 2009, overall ratings were up.  Share fell flat, but delivery was up +4%.  Saturday and Sunday nights in particular were up +11% and +13% in delivery overall.  Original series THE DISH was up +7%, and CLEAN HOUSE was up +5% delivery.  HOW DO I LOOK was up a whopping +99% in delivery and +50% share with Women 18-49 from one year ago.
The monthly primetime averages for ratings, share and demo delivery were pretty much on par this month compared to last month.  While overall share fell flat, delivery was down -5%.  Wednesday and Saturday nights however in particular, delivery was up +10% and +14%, respectively.
January was a month of new premieres for new and returning series. HOW DO I LOOK premiered on January 2nd at 8pm which made a good launching pad for new original series WHAT I HATE ABOUT ME at 9pm.   WHAT I HATE ABOUT ME was able to outperform its lead-in numbers and resonated with Women 18-49.  On January 3rd, was the return of of GUILIANA & BILL.  The second season premiere of GUILIANA & BILL got off to a strong start, out-performing the prior season's debut by +19% among Households and +32% among Women 18-49 in its new time period on Sunday at 9pm.  Additionally, it drew nearly 300,000 total viewers, which is +40% more than the network's primetime average.  (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.  SUPERNANNY was up +10% in delivery this month and 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, driven by the core Women 18-49. Although it was down overall in the demos this month, as was its spin-off series CLEAN HOUSE COMES CLEAN - both shows took over much of the primetime scheduling line-up this month along with the MOVIES WE LOVE franchise.  MOVIES were up +17% in overall delivery this month.   Titles worthy of mentioning were The Bridges of Madison County, Doc Hollywood, Miss Congenality and You've Got Mail - which was the highest rated film last month on the channel.  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, DRESS MY NEST and KIMORA.  THE DISH was up +4% in overall delivery.  WHOSE WEDDING IS IT ANYWAY, 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.   Their strategy of airing more originals has cemented the channel's relationship with its viewers.  Overall, not the strongest month in terms of ratings, however in the month of January the broadcast networks mid-season replacement shows premiere.  And the ever popular FOX's American Idol being one of them, January has become that much more competitive, and harder to launch new series.

CABLEU NEED TO KNOW

Style is officially 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.  As part of the network's transformation, Style has introduced a new tagline, "Before Meets After." The tagline better reflects content from their shows KIMORA: LIFE IN THE FAST LANE and RUBY.  According to network president Salaam ColemanSmith, 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.  "We became much more character and story-driven, and by shifting to more character- and story-driven shows, we really also developed a connection to our audience that was far more enduring."

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.

Related