TBS Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 30, 2008)

TARGET DEMOGRAPHIC:

Adults 18-34, Adults 18-49 & Adults 25-54.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS

HOUSE OF PAYNE, FAMILY GUY, THE BILL ENGVALL SHOW

SCHEDULING STRATEGIES:

TBS runs original and off-net sitcoms in back-to back one or two hour blocks from Monday to half-way through Thursday. Friday is usually a one-hour block of off net sitcoms followed by DINNER AND A MOVIE. Weekend prime is all movies.

PROGRAM/SCHEDULE CHANGES:

JULY - AUGUST 2008:

On Thursdays BILL ENGVALL and MY BOYS ended their runs, and were replaced with movies, prompting the lead-in on Thursdays to switch from FAMILY GUY back to FRIENDS (its original NBC night).

FINALES:

** August 7 @ 9PM: THE BILL ENGVALL SHOW
** August 7 @ 10PM: MY BOYS

MLB:  SUNDAY MLB ON TBS includes regular-season games each Sunday afternoon throughout the regular season, which began April 6th. The network also televised the MLB All-Star Selection Show on Sunday, July 6th, and will cover the Division Series in October and, for the first time, exclusive coverage of the American League Championship Series (ALCS).

YEAR AGO/BIG PICTURE:

TBS' Monday through Sunday audience is relatively even with last year's, but that bottom-line number hides the success of the Monday through Thursday line-up.

There weren't any new programs on the air this year vs. last. The formula was more simple than that; more runs of what works (FAMILY GUY, HOUSE OF PAYNE), no sign of what doesn't (SEX AND THE CITY, BRAVES BASEBALL, EVERYBODY LOVES RAYMOND),

The second half of the week was all about movies, and in the face of The Olympics they just couldn't hold up. Only one movie made the top twenty-telecast list this month - Diary of a Mad Black Woman.  That Tyler Perry theatrical ran last August as well, as a lead-in to HOUSE OF PAYNE. It did better on households and men this year, about the same with women. Despite running the classic TBS ratings favorites - Pretty Woman, Oceans 11, Men in Black, School of Rock - movies were down significantly vs. last year.

AUGUST 2008 PRIMETIME RATINGS ANALYSIS:

TBS primetime is off just slightly this month vs. last. Household ratings are down -4%, men 18-49 ratings are down -8% and women 18-49 are even. The programming didn't change much at all - the biggest factor to hit the network was The Olympics, and as discussed above, that affected movies on the second half of the week more than sitcoms on the first half.

And so Monday's ratings were up over +20% across the board. MY NAME IS EARL grew ratings by +25% among women, and was flat for men. But the biggest bump for the night was actually from a shift in lead-in programming. When MY BOYS and BILL ENGVALL ended their runs in mid-month, FAMILY GUY returned to Monday nights, and FRIENDS returned to Thursdays. After that, the numbers took off straight through the night. The power of a talking dog!

While we have seen some drop-off on FAMILY GUY in recent months, it started picking up steam again this August, as its ratings were up by about +10%.

On Tuesdays THE OFFICE is showing some wear, down five percent on 18-49 ratings. It has dropped to the #5 show from #2 or #3 when it first premiered on the network at the beginning of the year. Fortunately, FAMILY GUY held up the night, and there is no change vs. last month in total 8-11PM numbers.

Wednesdays are up significantly with women 18-49 (+26%), a direct result of new eps of HOUSE OF PAYNE.

MY BOYS and BILL ENGVALL ended their seasons this month. They have both held up, with MY BOYS basically flat vs. July, and BILL ENGVALL showing +8% growth with men 18-49 and +16% growth with women 18-49. When they left movies filled in the hole.

Fridays were DINNER & A MOVIE, and while it is still TBS' lowest rated night, it did show improvement vs. last month - up 9% on adults 18-49.

The weekends were all movies, as usual, and they did not fair well in the competitive August environment. Saturday lost nearly one-fifth of its 18-49 audiences while Sunday lost nearly one-third.

PROGRAM ACQUISITIONS:

COMEDY FESTIVALS: TBS is strengthening its position as the new home for comedy festivals while HBO is turning away. TBS unveiled a new five-day Chicago summer festival, set to launch in 2009. TBS also said it will air the fourth annual Comedy Festival in Las Vegas in November. "We're ready to dive into the festival arena full force," said Steve Koonin, president of Turner Entertainment Networks. "These events are a perfect opportunity for TBS to showcase some of the best talents in the comedy industry and to expand the reach of our brand in exciting new ways. We will use the festivals as a mike to talk to comedy fans in a 360-degree way all year and offer cross-platform marketing opportunities," he said. (Hollywood Reporter)

MOVIES: TNT and sister network TBS are joining the crowds on signing up for theatrical prebuys, obtaining the cable-TV rights to four high-visibility movies set for release by New Line and Picturehouse later this year: The Women, Journey to the Center of the Earth, the Zac Efron vehicle 17 Again and the Vince Vaughn-Reese Witherspoon comedy Four Christmases.

TBS signed a Lionsgate deal valued between $8 and $10 million, which also included pre-buys. Titles include Tyler Perry's Meet the Browns (begins 2010) and Larry the Cable Guy's Witless Protection (begins 2010), allowing TBS to lock in those franchises. Other titles include Lord of War, with Nicolas Cage, and In the Mix, starring Usher, which will become available this spring.

At the end of February, TBS and TNT completed a big movie purchase from WB. As is the recent trend, many of the titles were bought on a pre-buy basis. Among the titles likely to appear on TBS are Get Smart, with Steve Carell, and Jim Carrey's Yes Man. TBS will be able to start running Ant Bully in June. The rest of the movies will trickle in to the two networks throughout 2010 and 2011.

A $12 million Lionsgate movie package was sold to TBS and sister network TNT, and includes titles such as Tyler Perry's Why Did I Get Married and Daddy's Little Girls, Bernie Mac's Pride and Bill Engvall's Delta Force.

Rush Hour 3 from New Line begins airing in 2010, Fracture begins in 2009.

LATEST PROGRAM RENEWALS:

TYLER PERRY'S HOUSE OF PAYNE: 26 extra episodes ordered. (in addition to the original 100 episode order)

MY BOYS and BILL ENGVALL have been renewed for their 3rd seasons, and are due to be back on the air in first quarter 2009.


LATEST PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

None.

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