TLC Performance/Schedule Analysis - July 2008

Author:
Publish date:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 21, 2008)

TARGET DEMOGRAPHIC:

Adults 28-42 "in the midst of major life transitions - getting married, first home, having children."  This month, again, TLC hit the high end of that projection...slightly older than last month.

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

JON & KATE PLUS 8, INCREDIBLY SMALL:  KENADIE STORY,  MY SHOCKING STORY, I EAT 33,000 CALORIES A DAY, TAKE HOME NANNY, AMERICAN CHOPPER, KIDS BY THE DOZEN, OVERHAULIN', LITTLE PEOPLE, BIG WORLD, MIAMI INK

SCHEDULING STRATEGIES:

July was a big month for New Series premieres on TLC.  Tuesday night was completely made over with 4 of the new series (SAY YES TO THE DRESS, ROCK THE RECEPTION, MUST LOVE KIDS and ASHLEY PAIGE: BIKINI OR BUST) while THE SINGING OFFICE found a regular home on Wednesday and Sunday nights.  There was lots of shuffling shows  and encore plays across the Primetime lineup.

PROGRAM/SCHEDULE CHANGES:

JUNE-JUly 2008:

-Mondays had TAKE HOME NANNY play once at 8pm and once at 10pm.
-Tuesdays became the new lineup of SAY YES TO THE DRESS at 8pm, ROCK THE RECEPTION at 8:30pm, MUST LOVE KIDS at 9pm and ASHLEY PAIGE: BIKINI OR BUST at 10pm starting in the third week.
-Wednesday THE SINGING OFFICE takes over at 10pm.
-Thursdays-MONSTER GARAGE alternates with OVERHAULIN' at 8pm.
-Fridays added encore plays of the new shows from Tuesday at 8 and 10pm.
-TRADING SPACES and HOLMES ON HOMES swap positions at 9 and 10pm.
-Sundays feature a heavy dose of medical anomaly one-offs at 8 and 9pm while THE SINGING OFFICE took up residence at 10pm.

PREMIERES:
**ASLEY PAIGE: BIKINI OR BUST - July 11, 10pm.

**SAY YES TO THE DRESS - July 15, 8pm.

**ROCK THE RECEPTION - July 15, 8:30pm.
**MUST LOVE KIDS - July 15, 9pm.

**TAKE HOME NANNY - July 21, 8pm.

FINALES:

**THE SINGING OFFICE -August 24, 12pm.  

AUGUST AND BEYOND:

PREMIERES:

**BATTLEGROUND EARTH: LUDACRIS VS. TOMMY LEE - August 7, 8pm.
**HOPE FOR YOUR HOME, August 9, 8:30pm.

**WHO ARE YOU WEARING - August 22, 10pm.
**MAKING IT HOME:  GREENSBURG - August 23, 7pm.

**GET YOUR FACE ON WITH NAPOLEON PERDIS - August 24.
**THE WORLD'S HEAVIEST MAN - August 31, 9pm.
**REAL SIMPLE. REAL LIFE - October 18, 8pm.

YEAR AGO/BIG PICTURE

Then-July 2007, Angela Shapiro-Mathes was just starting her tenure at TLC where she updated the tagline to "Life Surprises" , signed  the MISS AMERICA: REALITY CHECK series deal, and began a heavy slate of development on programming targeting a younger (18-49) female demo.  Now-July 2008, TLC is down 13% in 2Q08 from last year, the new programs are premiering with little or no success, Eileen O'neill is named as new President/GM of TLC.  Look for quick changes to shore up the programming strategy and increase ratings.


JULY 2008 PRIMETIME RATING ANALYSIS:

There aren't many positives for TLC this month except Eileen O'Neill taking over.  She has a keen eye for strong programming, strategy and talent (on camera and off).  Every night was down in Household and the target demo of P18-49.

Monday continues with the powerhouse JON & KATE PLUS 8 which helped deliver a 5% growth in women 18-49 over last year.  Otherwise, the night was down in every other rating category.

Tuesday night was a complete makeover from previous months.  WHAT NOT TO WEAR filled in for a couple of weeks until the new line-up was ready.  SAY YES TO THE DRESS,  ROCK THE RECEPTION, MUST LOVE KIDS, ASHLEY PAIGE:  BIKINI OR BUST came in for week three but it hasn't delivered.  Tuesdays are down 43% in Households and 39% in the P18-49 demo against last year.

Wednesday is another night dominated by JON & KATE PLUS 8 which helped deliver a 13% increase in women 18-49 but overall is down 3% in the P18-49 demo year-to-year.

Thursday was the last spot of positive growth for TLC but from an unlikely source-women 18-49 grew 4% over last year for TURBO night.

Friday showed 29% declines year-to-year in the P18-49.  ASLEY PAIGE was given an encore play at 10pm but saw decreases of 40-50% from the lead-in.

Saturday was the biggest night of losses.  57% declines in P18-49 while Households were down 49%.  Property Night has faded and none of the new shows have hit it big.

Sunday used the anthology slots to schedule some strong performing medical anomaly programs but THE SINGING OFFICE showed steep declines from the good lead-ins.  The night was down 51% in the P18-49 and 42% in Households against July 2007.

PROGRAM ACQUISITIONS:


None announced.

PROGRAM RENEWALS:

AMERICAN CHOPPER; RIDES;  LITTLE PEOPLE, BIG WORLD; JON & KATE + 8;  LA INK; WHAT NOT TO WEAR; TRADING SPACES; FLIP THAT HOUSE; SAY YES TO THE DRESS

PROGRAM CANCELLATIONS:

MIAMI INKADDITIONAL SHOWS CURRENTLY AIRING:

A BABY STORY, DINNER TAKES ALL,  HOME MADE SIMPLE, HOUSE OF TINY TERRORS, TEN YEARS YOUNGER, SPORTS DISASTERS, TAKE HOME CHEF, MOVIN' UP, ONE WEEK TO SAVE YOUR MARRIAGE, HONEY WE'RE KILLING THE KIDS!,  BACKYARD NATION, I'VE GOT NOTHING TO WEAR; RIDES; MARRIAGE CAMP; DIAGNOSIS X; LOTTERY CHANGED MY LIFE; FASHIONABLY LATE WITH STACY LONDON.

Related