Style Analysis - May 2010

Author:
Publish date:

MAY 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."

MAY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

F25-54

P25-54

Monday 8-11pm

-50%

0%

-33%

-50%

Tuesday 8-11pm

0%

0%

0%

0%

Wednesday 8-11pm

-33%

0%

-33%

0%

Thursday 8-11pm

0%

0%

0%

0%

Friday 8-11pm

-50%

0%

-33%

-50%

Saturday 8-11pm

0%

0%

50%

100%

Sunday 8-11pm

50%

0%

33%

50%

MTWTFSS 8-11pm

0%

0%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago May 2009, overall ratings were down.  Share fell flat and delivery was down -6%.  Women 18-49 their core demographics were also down.  However Sunday nights in particular were up +50% share and +15% in delivery.  Signature programming KIMORA and JERSEYLICIOUS boosted primetime averages on Sunday nights from one year ago.  In addition, original series THE DISH was up +50% with Women 25-54 share from one year ago.

The monthly primetime averages for ratings, share and demo delivery were on par this month compared to last month.  While overall share fell flat, delivery was down -15%.  Even though on a month to month basis ratings appear stagnant, there are some real highlights to mention for the month of May programming.

The 3rd season finale of RUBY on Sunday, May 2nd at 8pm more than doubled Style's 2Q10 to date primetime average across all key measures.  Overall, season three of RUBY has been Style's most-watched series ever for the network with 403,000 total viewers and was its highest rated season yet.

Original series continued to dominate the primetime line-up.  Sunday nights, where most cablers premiere and air their strongest programming has been no deterent for Style.  Signature show KIMORA: LIFE IN THE FAB LANE 3rd season finale scored the series' highest-rated and most-watched finale to date; up +90% and +53% respectively compared to the prior season finale.  KIMORA season three also delivered record breaking performances among Style's key demos, Women 18-34 and Women 18-49, nearly tripling the 2Q10 primetime average. (Style press)

JERSEYLICIOUS Style's newest docu-series has been an instant hit on Sunday nights at 10pm.  The 1st season of JERSEYLICIOUS also concluded its season finale this month and delivered its most-watched episode to date, and more than quadrupled Style's year ago time period average.  JERSEYLICIOUS, a docu-soap fits perfectly into the line-up with many of the makeover style shows that have proven to be hits on this network.

Fashion make-over series HOW DO I LOOK and off-network acquisition SUPERNANNY was not on the schedule this month.   CLEAN HOUSE, Style's most popular original series, continues to draw appointment-viewing ratings, was down this month as was CLEAN HOUSE: MESSIEST HOUSE.  But spin-off show CLEAN HOUSE COMES CLEAN was up +18% in delivery overall this month.

TACKY HOUSE which premiered last month fell flat this month.  MOVIES, for the first time in months were not on the schedule this month with the exception of one airing of How Stella Got Her Groove Back.  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.

CABLEU NEED TO KNOW

Singing sensation Fefe Dobson is taking over as the "sound of Style" this summer.  For 14 weeks from Saturday, May 29 through Monday, September 6, the music and videos of the critically-acclaimed 21 Music/Island Records artist will be featured on The Style Network, as well as on its Web site.  As part of its mission to foster new talent in areas such as fashion and music, Style is throwing its full support behind singer Fefe Dobson whose star is fast on the rise.  Dobson fans alike will find her music presented in frequent rotation on Style in a variety of ways, on-air and online --- from stand-alone video segments to Web features to special short-form content.

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