Style Performance/Schedule Analysis - August 2009

Author:
Publish date:
Updated on

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 18, 2009)

CURRENT AND SIGNATURE PROGRAMS:

CLEAN HOUSE (REALITY/MAKEOVER)
Each week, one cluttered clan puts itself at the mercy of host Niecy Nash (RENO 911!) and her crew of interior designers and organizers.  They decide what stays and, more importantly, what goes--by way of a giant yard sale.  Then they turn around and pour the proceeds into a much-needed home makeover.
Status: Currently in its seventh season, Produced by E! Entertainment Television.


CLEAN HOUSE COMES CLEAN
(REALITY/MAKEOVER)
Counts down the five most transformed homeowners of all time.
Status: Currently in its third season.  Produced by E! Entertainment Television.


DRESS MY NEST
(REALITY)
Design guru Thom Filicia shows women how to find their true style""and live in it.
Status: Currently in its fourth season.  19 x 30.


EXTREME MAKEOVER
(REALITY/MAKEOVER)
Three people are chosen to receive the makeover of a liftetime which includes:  plastic surgery, lasik surgery, cosmetic dentristy, makeup, and fitness. 
Status: Off ABC network acqusition.


FASHION POLICE
(REALITY)
This half-hour series is the ultimate insider's guide to the hottest looks on today's catwalks, red carpets and movie screens.
Status:Produced by E! Entertainment Television and New Harbor Ent.

HOW DO I LOOK? (REALITY) 
Every episode features a fashion-impaired victim as he or she gets a makeover from two close friends and one professional stylist.
Status: Produced by Style Network.


I PROPOSE
(REALITY)
Behind every dream wedding is the perfect marriage proposal--and don't the gentlemen who bring extraordinary flair and finesse to the occasion deserve their own moment in the spotlight? To celebrate these wizards of romance, Style Network vows to engage hearts.
Status: Produced by Stone and Company Ent.


KIMORA: LIFE IN THE FAB LANE
(REALITY)
An inside look at the glamorous life of devoted mom and Baby Phat creative director Kimora Lee Simmons.
Status:Produced by Style and Stick Figure Prods.

RUBY (REALITY)
In the tradition of "Little People, Big World" comes this unscripted series, which gives viewers a look at life from the perspective of a woman living in Savannah, GA., who happens to weigh 500 pounds.

Status: Season #2 premieres July 2009. Produced by Gay Rosenthal Prods.

SPLIT ENDS (REALITY)
A reality show in which hairstylists swap salons.
Status: Currently in its fourth season.  Produced by 44 Prods.

STYLE HER FAMOUS (REALITY)

Every episode features a makeover candidate who fancies the look of one particular star. A select group of experts take over from there, teaching the subject the professional secrets of high-end hair and makeup and taking her shopping for the hottest clothes and accessories.
Status: Produced by Style Network.

WHOSE WEDDING IS IT ANYWAY? (REALITY) 
This revealing reality series digs deep into the hectic lives of party pros as they scout locations, juggle seating charts and dole out tissues to blubbering moms.
Status:Currently in its ninth season.  94+ x 60. Produced by Style Network, True Ent. and Lion Television.

AUGUST 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

CLEAN HOUSE, CLEAN HOUSE COMES CLEAN, WHOSE WEDDING IS IT ANWYAY, ON E!, THE DISH, SPLIT ENDS, RUBY, HOW DO I LOOK?, KARDASHIANS, MY SUPER SWEET 16, GUILIANA & BILL


SCHEDULING STRATEGIES:

Celebrating their tenth anniversary this year, the channel grew out of the popularity of the fashion and red carpet programming that was on sister channel E! Entertainment Television, quickly making a name for itself with strong original programming. Although there is a lot of lifestyle programming on competing channels, Style stands out from the rest because its 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."


UPCOMING PREMIERES:

GIULIANA AND BILL premiered August 5th at 9pm

SUPERNANNY premiered September 4th

DALLAS DIVAS  DAUGHTERS will premiere October 4th at 8pm

CLEAN HOUSE will premiere October 7th, 2009

RATINGS ANALYSIS:

Live Primetime Ratings Comparison

August 2009 vs August 2008    

HH

M25-54

F25-54

P25-54

Monday 8-11pm

0%

0%

0%

100%

Tuesday 8-11pm

-50%

0%

0%

0%

Wednesday 8-11pm

0%

0%

-20%

0%

Thursday 8-11pm

0%

0%

50%

100%

Friday 8-11pm

0%

0%

-33%

0%

Saturday 8-11pm

0%

0%

50%

0%

Sunday 8-11pm

0%

0%

0%

0%

MTWTFSS 8-11pm

0%

0%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to a year ago August 2008, overall ratings were down. Share fell flat, and delivery was down -7%.  However looking at individual nights, Saturday and Sunday with Women 18-49 were up +28% and +18% in delivery.  Women 25-54 was also up +50% share on Saturday nights from one year ago.  Original series SPLIT ENDS and THE DISH were up significantly from a year ago as well.  Overall share was up +100% and delivery was up +51% and +39%, respectively.

The monthly primetime averages for ratings, share and demo delivery were down compared to last month.  While overall share fell flat, delivery was down -15%.   However, looking at the nights individually, specifically Monday nights, Women 18-49 and 25-54 were up +16% and +28% in overall delivery.  A significant growth in delivery from August 2008.

This month's original series premiere was GIULIANA & BILL on August 5th.  Style programming execs wisely hammocked the series in between one of the highest rated series on the network CLEAN HOUSE.  And for a network that doesn't keep to a regimented nightly programming schedule, CLEAN HOUSE for the past year or so has been stacked on Wednesday nights.   GIULIANA & BILL has already become a hit new reality series for the network with a second season already commissioned.  The premiere episodes on Wednesdays at 9pm are up +85% over Style's primetime delivery.  It has already doubled the network's targeted demo.  And it also ranked as the second highest original series with Women 18-34 and 18-49 (Style press).

Primetime programming that still define the network and continue to be its staples this month were THE DISH, CLEAN HOUSE, WHOSE WEDDING IS IT ANYWAY?, RUBY and KIMORA.  THE DISH was up +20% overall delivery this month.  CLEAN HOUSE was down this month but CLEAN HOUSE COMES CLEAN, its spin-off series was up +25% in delivery.  WHOSE WEDDING IS IT ANYWAY was down -41% this month, while RUBY was up +11%.  In addition, RUBY was up +33% share with both Women 18-49 and 25-54.  KIMORA, DR. 90210 and DRESS MY NEST were not on the schedule this month.  Topics like lifestyle, makeover and home improvement continue to be big topics on this network.

It was another month of sharing series with sister network E!.  TRUE HOLLYWOOD STORY fell flat and KEEPING UP WITH THE KARDASHIANS was down -50%.  Another month from off-MTV acquisition MY SUPER SWEET 16 aired this month but was down -50% share.  Style has access to select episodes of all current seasons to-date.  However, we'll keep and eye on this series to see how it holds up in future weeks and if this strategy of bringing in a younger built in audience becomes a success or not.  To-date its not the case.

And lastly the MOVIES WE LOVE franchise was up +7% in overall share this month.  Mainly older titles but with solid star power such as At First Sight,  Object of My Affection and Picture Perfect.This month continues with the new network strategy of not necessarily focusing heavily on specials as in previous months, but stacks of original series programming.  A strategy that is definitely working for them, and giving them more of a brand identity.


PROGRAM ACQUISITIONS:

SEX AND THE CITY, HE'S JUST NOT THAT INTO YOU and THE WOMEN.  (Shared movies with sister network E!, starting July 2012)


MY SUPER SWEET 16(off MTV, select epsiodes of all current seasons to-date)

SUPERNANNY (exclusive off-net rights/ABC. Begins September 2009)


PROGRAM RENEWALS:

GIULIANA AND BILL (season #2)

RUBY (season #2)


PROGRAM CANCELLATIONS:

None announced.

Related