TLC Performance/Schedule Analysis - September 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 17, 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.

SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

TODDLERS & TIARAS, JON & KATE PLUS 8, PAINTED BABIES AT 17, JOINED FOR LIFE, MYSTERY DIAGNOSIS, SAY YES TO THE DRESS, I EAT 33,000 CALORIES A DAY, WHAT NOT TO WEAR, SUPER SURGERY, TRADING SPACES

SCHEDULING STRATEGIES:

The strategy has been carried forward from August with JON & KATE PLUS 8 anchoring Monday and Wednesday, Tuesday is Medical, Thursday is Turbo night, Friday is anchored by WHAT NOT TO WEAR, and Saturday is property night.  The programs within those themes are changing around but the blueprint has been consistent.

PROGRAM/SCHEDULE CHANGES:

AUGUST-SEPTEMBER 2008:

-Mondays at 8pm-KIDS BY THE DOZEN
-Tuesday at 9pm-MYSTERY DIAGNIOSIS
-Wednesday at 10pm-LOTTERY CHANGED MY LIFE
-Thursday at 10pm-STREET CUSTOMS
-Friday at 10:30pm-SAY YES TO THE DRESS
-Saturday at 8:30pm-OVERDESIGNED; 9pm-PROPERTY LADDER; 10pm-TRADING SPACES

PREMIERES:
**OVERDESIGNED - Sept. 20, 8:30pm.
**17 KIDS AND COUNTING - Sept. 29, 10pm.

FINALES:

OCTOBER AND BEYOND:

PREMIERES:

**JON & KATE PLUS 8 (Season 4) - October 6, 9pm.
**LA INK - October 9, 10pm.
**LITTLE PEOPLE, BIG WORLD (Season 4) - October 13, 8pm.
**REAL SIMPLE. REAL LIFE - October 18, 8pm.
**SIX FOR THE ROAD -October 29, 10pm.
**I DIDN'T KNOW I WAS PREGNANT - November 2, 8pm.
**PURITY BALLS - November 2, 9pm.
**THE WOMAN WITH GIANT LEGS - November 9, 8pm.
**HALF TON MOM - November 16, 8pm.
**HALF TON DAD - November 16, 9pm.

**FORBIDDEN LOVE: POLYGAMY - November 16, 10pm.
**10 YEARS YOUNGER (New Season) - January 3, 2009.

YEAR AGO/BIG PICTURE

2007 and 2008 parallel each other in many ways.  TLC is under new Management and is trying to boost ratings with existing inventory while trying to develop new Series to carry the network into the future.  In fact, many of the same series and one-off medical anomaly shows played in both September 2007 and 2008.  The results are mixed though, depending on how you look at them.  TLC is up three nights in Households but only up two nights in both the P18-49 and P25-54 demos from last year.  TLC has been building to a female skew where the news improves with three nights showing growth in the Female 18-49 and Female 25-54 against last year.


SEPTEMBER 2008 PRIMETIME RATING ANALYSIS:

JON & KATE PLUS 8 is still a ratings Dynamo and is driving the ratings growth on the two nights of growth in the P18-49 and P25-54 demo.   TLC's overall ratings in September are down 7% in Households, 13% in the P18-49 demo and 10% in the P25-54 demo. 

The Gosselins own Monday nights, driving a 46% growth in the P18-49 demo and 47% in Households over last year.  JON & KATE PLUS 8 is still growing the ratings but haven't found a good lead-in.  KIDS BY THE DOZEN played three weeks at 8pm with JK+8 averaging a 62% increase from it's lead-in.

Tuesdays are down 25% in Households and 50% in P18-49 (including a huge decline of 71% in Men 18-49) from last year.  MYSTERY DIAGNOSIS and DR. G have stabilized the Tuesday lineup but now need to show some growth.

Wednesdays are still growing with JON & KATE PLUS 8 but at a smaller pace than Mondays.  The night is up 25% in the P18-49 demo and 2% in Households over last year.

Thursdays are down 17% in the P18-49 demo and 22% in Households from last Year.    OVERHAULIN' and AMERICAN CHOPPER seem to be fading and new offerings like STREET CUSTOMS showed large declines from the AMERICAN CHOPPER lead-in.

Fridays are down 26% in the P18-49 demo and 15% in Households against last year.  WHAT NOT TO WEAR has been trending down for several months, something fresh could help boost the night.

Saturdays are down 29% in the P18-49 demo and 33% in Households from 2007.  TRADING SPACES continues to re-emerge as a Saturday night strength, immediately boosting the 10pm timeslot when it took over mid-month.

Sundays are an interesting night because it showed P18-49 and P25-54 Demo declines but in fact was up 7% in Households and 21% in Women 18-49 over last year.  TODDLERS & TIARAS posted the highest ratings of the month and notched the top spot for program ratings on TLC.

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.

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