Style Analysis - July 2011 - Multichannel

Style Analysis - July 2011

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JULY 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.

JULY 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

   0%

   0%

 50%

  0%

Tuesday 8-11pm

100%

   0%

 50%

100%

Wednesday 8-11pm

-33%

   0%

  0%

  0%

Thursday 8-11pm

   0%

   0%

 33%

  0%

Friday 8-11pm

   0%

   0%

  0%

  0%

Saturday 8-11pm

   0%

   0%

  0%

  0%

Sunday 8-11pm

 50%

   0%

150%

200%

MTWTFSS 8-11pm

  0%

   0%

  0%

  0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago July 2010, overall ratings were up.  Share fell flat, but delivery was up 19%, respectively.  Women 18-49 delivery rose +43%.  Style posted its most watched month in the network's history among its target Women 18-49, increasing +76% over the prior year.  It also marked the network's most watched July ever among Total Viewers, up +34%.  Style's impressive year on year growth has been driven by its original series JERSEYLICIOUS, GIULIANA & BILL and newcomer this month BIG RICH TEXAS.

The monthly primetime averages for ratings, share and demo delivery were on par this month compared to last month.  Overall share fell flat but delivery was up +9%, respectively.  Delivery gained +13% this month with Women 18-49.  Lots of premieres to report on this month.  Original series JERSEYLICIOUS season #3 continued this month on Sundays at 8pm and is already pacing ahead of the prior season by +15% in Women 18-49 and up +23% in Total Viewers.   JERSEYLICIOUS made the perfect launching pad for newcomer BIG RICH TEXAS.  Reality series BIG RICH TEXAS is already delivering triple digit time period gains across key demos from the one year ago average.

Season #4 of GIULIANA & BILL kicked off on July 18th with the most watched season premiere to-date .  The series is more than tripling the year ago time period average among key demos of Women 18-49 on Mondays at 8pm.  Even its encore airings have been delivering strong numbers for the network.

Style's all-new programming initiative STYLE EXPOSED kicked off this month with three documentary specials that discussed some of today's most talked about and controversial topics and trends.  Each special covered a variety of subjects - all relevant to the network's core female audience.   These weekly specials either kicked off primetime or was tentpoled amongst originals.  This kind of special programming isn't completely about the ratings, although they did relatively well, its more about the branding of the programming for the network.

HOW DO I LOOK fell flat this month with Women 18-49.  Stacks of SEX AND THE CITY also fell flat despite being a strong acquisition for the channel that hits the core 18-49 female demos.  A few airings of SUPERNANNY also flat this month.  PROJECT RUNWAY was not on the schedule.  SUPERNNANNY was up +6% in delivery overall.  Signature program CLEAN HOUSE was up +50% share with Women 184-9 and continues to be a staple on the network that sustains a good portion of their viewers week after week.  MOVIES were up +30% in delivery this month.

Overall, a solid month of original programming.  Clearly reality series JERSEYLICIOUS and GIULIANA & BILL stood out in terms of ratings success.  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 "ËœBefore 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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