Style Analysis - January 2011

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JANUARY 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.

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 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

F25-54

P25-54

Monday 8-11pm

-50%

0%

0%

0%

Tuesday 8-11pm

0%

--

0%

100%

Wednesday 8-11pm

0%

0%

-33%

0%

Thursday 8-11pm

0%

0%

0%

0%

Friday 8-11pm

0%

0%

0%

-50%

Saturday 8-11pm

-50%

-100%

-33%

-50%

Sunday 8-11pm

100%

100%

100%

100%

MTWTFSS 8-11pm

0%

0%

50%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago January 2010, overall ratings fell flat.  Women 18-49 their core demographics were up +50% share overall.  Tuesday and Sunday nights were up as share climbed +100%, respectively.   Thanks to a new season premiere of KIMORA: LIFE IN THE FAB LANE, and a very successful season finale of JERSEYLICIOUS.

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 up +11%.  Original series continue to dominate the primetime line-up.  Sunday nights where most cablers premiere their strongest programming has been no deterent for Style. JERSEYLICIOUS was up +50% share this month and coveted the Women 18-34 demo.    JERSEYLICIOUS broke records this month with its second season finale as it was reported that it was the most watched telecast in the network's history as it attracted more than five times Style's January 2011 to-date primetime average. (Style press)

The season four premiere of KIMORA: LIFE IN THE FAB LANE garnered its most watched season premiere to-date, and was up +53% over the prior season's premiere.   KIMORA continues to draw an audience and represents a classic signature program for the network.  Also airing on Sunday nights this month was Style's s weekly pop culture show THE DISH, which made a strong debut in its new time slot on Sunday at 10pm.  THE DISH was up +8% in delivery overall this month.

CLEAN HOUSE, Style's most popular original series, and its spin-off series CLEAN HOUSE COMES CLEAN and CLEAN HOUSE MESSIEST HOUSE were down this month in overall demos, but continues to draw appointment-viewing ratings.  There were a few airings of WHAT'S EATING YOU as well as off-network acquisition THE SUPERNANNY which were peppered into the primetime line-up this month.  STYLE STAR, Style's documentary series about stars and celebrities was up this month.  THE MOVIES WE LOVE franchise, which was branded Movies with Style was up +84% in delivery.  Titles worthy of mentioning were: The Bridges of Madison County, The Pelican Brief, Mystic Pizza, Only You and Garden State.

However, the network strategy has not been on movies or specials these days, but rather stacks of original series programming.  Style continues to branch out with their strategy of focusing on original programming that has really made a connection with their viewers.  Overall, a solid month of programming with more consistent scheduling blocks that clearly is making a difference in their primetime line-up.

CABLEU NEED TO KNOW

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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