TBS Analysis - June 2011 - Multichannel

TBS Analysis - June 2011

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JUNE 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Monday night starts the week with a strong FAMILY GUY block. Tuesdays are once again where THE OFFICE can be found. Wednesday is the female skewing night, with Tyler Perry programming and ARE WE THERE YET? bringing women and African-American viewers to the network. Thursday and Friday are mostly about movies, with FAMILY GUY occasionally leading in or out. Weekend prime is also all about movies, but can also house network specials.

JUNE 2011 PRIMETIME RATINGS ANALYSIS:

LIVE PRIMETIME RATINGS COMPARISON June 2011 vs. June 2010 (% Change)

HH

M18-49

W18-49

Monday 8-11pm

-10%

2%

-7%

Tuesday 8-11pm

-13%

-4%

-16%

Wednesday 8-11pm

-35%

-46%

-34%

Thursday 8-11pm

-13%

-6%

-8%

Friday 8-11pm

-22%

-10%

-17%

Saturday 8-11pm

-5%

-2%

6%

Sunday 8-11pm

-16%

-34%

-20%

MTWTFSS 8-11pm

-17%

-14%

-15%

Source: The Nielsen Company's National Television Audience Sample

JUNE 2011: After hitting new lows last month, TBS ratings nudged up in June, but the numbers are still not where they were this time last year. Compared to May, core men 18-49 improved 12% while women and household ratings moved up by 4%. But as you can see above, bottom line losses vs. last year were into the double digits with 15%-17% declines. Not one night showed significant improvement.

Monday nights basically held even, as THE FAMILY GUY continues to support TBS with the highest and most consistent men and adult 18-49 numbers. The program's average men 18-49 rating is up 4% vs. last month and has held even with last year. To illustrate the dominance of FAMILY GUY's ratings among that core demo, the top 26 telecasts were all FAMILY GUY.

On Tuesdays THE OFFICE lost 8% of its men 18-49 ratings vs. both last year and last month. It is the sole primetime program on Tuesday nights. It did a lot better when it had a FAMILY GUY lead-in, but FAMILY GUY is being used to help out movies, not THE OFFICE. Even without the help, THE OFFICE led Tuesday to the second best-rated night of the week on core men 18-49, behind Mondays.

Wednesday is for women and African American audiences. HOUSE OF PAYNE was back with new episodes this month, driving the night to a 22% gain vs. May and a 35% loss vs. last year. The Tyler Perry franchise is fading, but as THE FAMILY GUY is to men, HOUSE OF PAYNE is to women; it is still the best TBS has to offer. Women 18-49 ratings for HOUSE OF PAYNE were head and shoulders above all the other TBS primetime programming.

The rest of the schedule was acquired theatricals, with I Love You Man being the break out feature. However, the TBS PRIME MOVIE average actually did better than that comedy. The best performing movies of the month were Talladega Nights, The Delivery Part 2 and Meet the Fockers among men and Meet the Fockers and Miss Congeniality among women. Movies are a big part of TBS' line-up, dominating four nights of the week. This month they pulled down the bottom line with big losses among men 18-49 vs. last year's performances.

CABLEU NEED TO KNOW:

TBS primetime is in need of some help. Unfortunately, comedy is one of the toughest genres to get right, and TBS is struggling. Both full-hour and half-hour programs were announced during this year's upfront presentations, along with a game show. The big picture goal is for Conan O'Brien to become the comedic voice of the network, with his smart comedy and young audiences rallying around the net. Will TBS have more success this year than last? The acquired programming (CLEVELAND SHOW and THE BIG BANG THEORY) might be the jump-start the network needs to get going.

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