Style Analysis - June 2011 - Multichannel

Style Analysis - June 2011

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JUNE 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.

JUNE 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

100%

0%

50%

100%

Tuesday 8-11pm

0%

0%

0%

100%

Wednesday 8-11pm

0%

0%

-33%

-50%

Thursday 8-11pm

0%

0%

50%

0%

Friday 8-11pm

-50%

0%

0%

0%

Saturday 8-11pm

0%

0%

0%

0%

Sunday 8-11pm

200%

--

100%

200%

MTWTFSS 8-11pm

0%

0%

50%

100%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago June 2010, overall ratings were up.  Share fell flat but delivery was up 21%, respectively.  Women 18-49 share, their core demographics were up +50%.  Some of Style's top performers were also up significanty.  CLEAN HOUSE was up +2% in delivery.  Off-network acquisition SUPERNANNY was up +100%.  Original reality hit JERSEYLICIOUS was up 100% share overall, from one year ago.

The monthly primetime averages for ratings, share and demo delivery were up this month compared to last month.  Overall share fell flat but delivery was up +8%, respectively.  Women 18-49 share was up +50% overall.   Last month season #3 of JERSEYLICIOUS kicked off to a record breaking performance for the season premiere.  JERSEYLICIOUS also was the highest rated program on the channel this month and continues to target Women 18-49 demos.  Season #3, has a 20-episode commitment which promises to bring more of the big hair, outrageous outfits and larger than life personalities that Style viewers love.  Stacks of JERSEYLICIOUS dominated at least half of the primetime schedule this month.

TOO FAT FOR 15: FIGHTING BACK was not on the schedule this month, but next month we will report on Style's first ever Town Hall meeting.  Style has created a pro-social initiative called "Fight with Style", a campaign to combat adult and childhood obesity.  A very serious topic that has rung a cord with the Style viewer as shows like RUBY and TOO FAT FOR 15 have emerged.

This month there were only a couple of movies on the schedule, as the rest of primetime  was dedicated to original and acquired series.   HOW DO I LOOK was up +50% share with Women 18-49.  Stacks of SEX AND THE CITY dominated a good portion of the primetime line-up.  A strong acquisition for the channel that hits the core 18-49 female demos.  Overall, delivery was up +5%.  SUPERNANNY and PROJECT RUNWAY were also scattered in blocks throughout the month.  SUPERNNANNY was up +50% share with Women 18-49 and PROJECT RUNWAY fell flat in key demos.  Signature program CLEAN HOUSE was up slightly in overall delivery.  CLEAN HOUSE continues to be a staple on the network that sustains a good portion of their viewers week after week.

In addition there were a few stunted episodes of MAKE ME A SUPERMODEL and SHEAR GENIUS added to the program line-up this month.  SHEAR GENIUS was up considerably this month in delivery overall.

Overall, a solid month of original programming.  Clearly reality series JERSEYLICIOUS stood out in terms of ratings success.  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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