TLC Analysis - June 2011 - Multichannel

TLC Analysis - June 2011

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JUNE 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

TLC, which does occasional topical specials like the recent  EXTREME COUPONING and WILLIAM & KATE: A ROYAL LOVE STORY.  The schedule tends toward stacking by theme or editorial sensibility, rather than by title alone. They do not strip. Weekends carry mostly one-off hours, off-network news-magazine reversions and, most recently a few specials.

JUNE 2011 PRIMETIME RATINGS ANALYSIS:

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

HH

F18-49

F25-54

Monday 8-11pm

-27%

-31%

-28%

Tuesday 8-11pm

-3%

-7%

14%

Wednesday 8-11pm

0%

0%

0%

Thursday 8-11pm

1%

12%

2%

Friday 8-11pm

18%

21%

37%

Saturday 8-11pm

24%

62%

51%

Sunday 8-11pm

-17%

0%

3%

MTWTFSS 8-11pm

-4%

4%

7%

Source: The Nielsen Company's National Television Audience Sample

TLC's aging Monday Series showed double-digit declines in every demo.  CAKE BOSS and KATE PLUS 8 are competing with their younger selves and just not keeping up.

Tuesday's were down in Households and Women 18-49 but had double digit gains in women 25-54. LITTLE COUPLE and 19 KIDS AND COUNTING did their job while SPOUSE VS HOUSE failed to measure up.

Wednesday's lineup featuring EXTREME COUPONING was flat from a year ago in all key demos.  Thursday's POLICE WOMEN OF BROWARD COUNTY and NY INK showed slight gains over last year.

Friday's wedding themed SAY YES TO THE DRESS and MY BIG FAT GYPSY WEDDING had solid double-digit gains over last year.  Saturday' s mixed bag lineup had the largest growth of the month led by NIECY NASH'S WEDDING BASH.

SISTER WIVES and FREAKY EATERS highlighted the Sunday lineup that delivered modest growth over last year.

CABLEU NEED TO KNOW:

With the demise of the KATE PLUS 8 franchise fast approaching, TLC is on the brink of a new era.  As its programming slate currently stands, TLC doesn't have an easy fix to fill the gaping hole left by KATE'S departure.  The network is on the lookout for new programming in the same vein as KATE and other classic TLC shows.  The network's first stab at patching the hole has come in the form of SEXTUPLETS TAKE NEW YORK.  Coming this September, SEXTUPLETS is an obvious replacement but it remains to be seen if the new show can capture KATE'S impressive audience.

Character-driven family and ensemble casts are always in favor here. You'll notice many series are structured to work without a narrator, but this does not suggest lazy production. Good episodes of any of TLC's successful series are driven by very solid, logical, emotional storytelling.  Executives at this network will know what they want, and have a well above average ability to articulate this. Seek them out. Trust what they say. Watch their air carefully. Better still, follow them closely, right here!

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