TBS Analysis - August 2010

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AUGUST 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Monday night is animation night with FAMILY GUY, and Tuesday is all about THE OFFICE. Wednesday is the female skewing night, with Tyler Perry programming bringing women and African-American viewers to the network. Thursday and Friday start out with more FAMILY GUY leading into a movie (or vice versa). Weekend prime is usually all movies.

AUGUST 2010 PRIMETIME RATINGS ANALYSIS:

LIVE PRIMETIME RATINGS COMPARISON August 2010 vs. August 2009 (% Change)

HH

M18-49

W18-49

Monday 8-11pm

3%

-3%

6%

Tuesday 8-11pm

-36%

-34%

-21%

Wednesday 8-11pm

8%

6%

17%

Thursday 8-11pm

-5%

-4%

-30%

Friday 8-11pm

-12%

-23%

-16%

Saturday 8-11pm

21%

10%

-28%

Sunday 8-11pm

-36%

-25%

-35%

MTWTFSS 8-11pm

-10%

-13%

-9%

Source: The Nielsen Company's National Television Audience Sample

AUGUST 2010: It's been a slow summer here at TBS, as bottom-line ratings stayed near July's levels, and down about 10% from last year. This August brought TBS its oldest median age since 2007, before FAMILY GUY and its young male demos steered the network to its new direction. The older audience was a direct result of the weekend movies TBS aired this month - particularly the Tyler Perry titles and Fool's Gold.

The week started off fine on Monday nights, as NEIGHBORS FROM HELL left the schedule, and presumably TBS, although there's been no official word of a cancellation. The program was designed to give FAMILY GUY some relief, but with ratings well below all other programming, TBS was just relieved to see NEIGHBORS FROM HELL go. The problem is FAMILY GUY still needs help; men 18-49 ratings continue to underperform last year.

On Tuesdays THE OFFICE was back to a full eight through eleven run, with no more FAMILY GUY lead-in to give the night a kick-start. The program is tracking 25% below last year's men 18-49 ratings.

Wednesday night primarily consisted of an hour of HOUSE OF PAYNE leading into two hours of MEET THE BROWNS. New episodes of MEET THE BROWNS helped the night to a 17% women 18-49 gain over last year, and a 13% gain over last month. MEET THE BROWNS dominated the top rated telecast list with FAMILY GUY this month, and as usual, Wednesdays were the best performing night for women.

FAMILY GUY is the standard lead-out or lead-in program to movies, whether the theatrical is a male or a female movie. On one Thursday this month TBS tried out MEET THE BROWNS as a lead-out to female-skewing Step Up 2 The Streets. It should be a natural to pair up different lead-ins to female or older skewing theatricals in the future, however TBS didn't try it again this month, even when running the Meet The Browns movie.

As mentioned above, movie titles drew older audiences this month, and brought up the median age of the network while pushing Thursday through Sunday adult 18-49 ratings down by 10% vs. last month and 20% vs. last year.

To cap off a bad weekend, MY BOYS finished out its fourth season on Sunday nights at the bottom of the ratings charts again. The program wasn't given much of a chance, as it has appeared in a different time slot with each season. It was easy to lose MY BOYS in the middle of Sunday night, sandwiched between two movies. The program dropped ratings from last month and was dropped from TBS at the end of its run.

CABLEU NEED TO KNOW:

TBS has not had a good run this year as ratings growth came to a halt, and then started to reverse. With baseball play-offs coming again in October and Conan coming in November, TBS has a chance to jumpstart its line-up with cross-promotional marketing efforts. Can the network turn things around? All it takes is a couple of strong programs.

The first offensive is new original animated comedies.  NEIGHBORS FROM HELL was the first to roll out, but it did not have much luck in the ratings department.  GOOD AND EVEL and THE BLACK FAMILY are in development.

Next, four one-hour scripted comedies are in development, designed to help relieve FAMILY GUY from lead-in / lead-out duty to movies. GLORY DAZE has received a greenlight, and THE WEDDING BAND, THE RABBIT FACTORY and THE CATCH are in development.

But the best bet is off-network acquisitions. THE BIG BANG THEORY and THE CLEVELAND SHOW will probably help TBS take the biggest strides towards rounding out the line-up, growing the audience and taking some of the ratings load off of FAMILY GUY's shoulders

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