TruTV Performance/Schedule Analysis - January 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of February 22, 2009)

TARGET DEMOGRAPHIC:

Adults 18-49, Adults 25-54.

JANUARY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

SMOKING GUN PRESENTS, COPS, OPERATION REPO, WW VACATION VIDEOS, MOST SHOCKING, MOST DARING, OCEAN FORCE, REHAB: PARTY AT HARD ROCK

SCHEDULING STRATEGIES:

Original series dominate TruTV's primetime schedule.  The only acquired program is COPS. Since most of their series provide a different take in the area of criminal law and justice, there are no thematic evenings distinct from one another, rather a relatively even distribution of original series.  A heavy reliance on FORENSIC FILES and a handful of other series dominates the schedule.   

As new series are introduced to the schedule, the network created a few generic slots across the week for repeats.  The additional exhibitions in short bursts of 2-4 weeks give their new titles a chance to gain recognition with the casual viewer.  When a series does break out, like MOST SHOCKING, they have moved it into a regular timeslot.

With the transition of the network to TruTv at the beginning of 2008, the crime and investigation focus has been replaced with a broader, non-fiction/reality mix of programs.  While the existing base of crime series continues, new programming explores topics as diverse as oil wildcatters, poolside waitresses in Las Vegas, and repo men.

PROGRAM/SCHEDULE CHANGES:

DECEMBER to JANUARY:

Monday - OCEAN FORCE returns, taking over the 8-10pm block, followed an inventory mix at 10pm

Tuesday - OPERATION REPO moves over from Mondays, filling the 8-10pm block, also followed by an inventory mix at 10pm

Wednesday - VACATION VIDEOS and MAUI CHOPPER drop out, again for inventory programs at 10pm

Thursday - a new season of PRINCIPAL'S OFFICE debuts at 10pm

Saturday - an all new night; back to back SPEEDERS at 8pm, followed by a double run of SMOKING GUN PRESENTS

Sunday - the regular line-up fades, replaced with mini-stacks each week from inventory repeats

PREMIERES:

** January 8th - PRINCIPAL'S OFFICE

FEBRUARY AND BEYOND:

PREMIERES:

** None announced

YEAR AGO/BIG PICTURE:

After a big December, they start the new year off continuing to build.  In the pattern we've grown to love, total audiences and women are down, target men are up.  Men jumped 7-10% in the younger demos vs last year.  Even better, going back to early Fall, it's the fourth month in row for increases with target men.  Median age is down considerably from last year, and on par with the same figures in November and December.

JANUARY 2009 RATINGS ANALYSIS:

Only one new series was announced for January, season 2 of PRINCIPAL'S OFFICE.  Evaluating the performance, the numbers were horrible.  Not just bad, but horrible.  It ends the month as the lowest rated series on the network.  The third week showed some improvement, but not enough to make us believe there will be a third season any time soon.

Mondays, the 8pm block featured back to back premieres of OCEAN FORCE throughout the month.  The premiere episodes drew marginally better than repeats in the 9pm slot, but not so well to make it any more than average for the month.  Moreover, it was down almost 10% versus last year. 

REHAB: PARTY AT THE HARD ROCK wrapped up the series just before New Year's Eve with some above average numbers.  Episodic repeats of prior episodes didn't fare so well.  It's a worthwhile renewal, but the inability to pull an audience on repeats could prove to be problematic.

SMOKING GUN PRESENTS hit the new year with a month of premieres.  Household numbers aren't spectacular, but it's very strong with the target male demos.  FORENSIC FILES brought a few more premieres to the table.  Combined with the ton of repeats, it ends the month as the highest rated series on the network.  Unfortunately, the high ratings don't translate to anything near acceptable in the target demos.  Eventually this franchise will have to be retired.

MOST SHOCKING and MOST DARING had a bumpy month, despite a few premieres.  Normally, both series are solid so let's hope this month is just atypical.

OPERATION REPO continues it's recent success with a stellar month.  No premieres this month.  Just mini-stacks of repeats on Tuesdays.  Nevertheless, it finishes as the strongest performer amongst men 18-49 and 25-54 in January.

Biggest performer of the month was a special Sunday stack of DISORDER IN THE COURT.  Extremely strong.  Strong enough to drive Sunday's up versus last January, and make it the best night of the week for target men 25-54.

PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

SPEEDERS; SPEEDERS FIGHT BACK;

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

DISORDER IN THE COURT, STRINGERS: LA, HAUNTING EVIDENCE, BEACH PATROL, SUBURBAN SECRETS

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