Style Analysis - May 2011

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MAY 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.

MAY 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

M18-49

F18-49

P18-49

Monday 8-11pm

0%

0%

0%

-50%

Tuesday 8-11pm

0%

0%

0%

0%

Wednesday 8-11pm

-50%

-100%

-50%

-50%

Thursday 8-11pm

-50%

0%

0%

-50%

Friday 8-11pm

100%

0%

0%

0%

Saturday 8-11pm

0%

0%

0%

0%

Sunday 8-11pm

0%

0%

0%

0%

MTWTFSS 8-11pm

0%

0%

-33%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago May 2010, overall ratings were down.  Share fell flat and delivery fell by 3%, respectively.  Women 18-49 share, their core demographics also dropped 33%.  Some of Style's top performers were down overall, with the exception of CLEAN HOUSE COMES CLEAN was up +100% share and +34% in delivery 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 was up +100% and delivery was up +16%, respectively.  Women 18-49 delivery was up +27% overall.  Season #3 of JERSEYLICIOUS kicked off on the 15th.  In fact the premiere on Sunday delivered a record breaking performance and was the highest rated and most watched season premiere in the network history.  JERSEYLICIOUS also delivered more than an +85% gain in the target Women 18-49 versus the prior season premiere (Style press).  In addition,  the reunion special "Wild & Untamed" which was the lead-in to the season opener saw strong appointment viewing numbers.  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.  And if the season premiere is any indicator, then JERSEYLICIOUS is off to a very promising start this season.

Last month's premiere of season #2 of TOO FAT FOR 15: FIGHTING BACK.  FIGHTING BACK was up considerably this month.  As a side note, Style continues this kind of programming content.  They have created a pro-social initiative "Fight with Style" by taking on a campaign to combat obesity among children and adults.  Clearly this is a topic that has rung a bell with Style viewers.  It all kicked off with the start of the Emmy-nominated series RUBY, and it fueled a following that is the result of a Town Hall special which will air at the end of June tackling this very personal subject.  RUBY was up a modest +2% in delivery overall, despite only a few airings this month, but is clearly the perfect companion program to TOO FAT for 15.

This month there were only a couple of movies on the schedule, as the rest of primetime again was dedicated to original and acquired series.   HOW DO I LOOK was down this month in all key demos.  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 +13%.  SUPERNANNY, and PROJECT RUNWAY were also scattered throughout the month, but the female demos fell flat for both series.  Signature program CLEAN HOUSE was up +100% share with Women 18-49 and delivery rose +34%.  A staple on the network that sustains a good portion of their viewers week to week.

Overall, a flat month in terms of ratings when looking back at the overall averages from a year ago.  But as a stand alone month comparing a snapshot of last month's ratings, this month was pretty solid.  Consistent scheduling blocks, and a good ratio of off-network acquired and original series clearly is making Style viewers 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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