Vh1 Performance/Schedule Analysis - December 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of January 15, 2009)

TARGET DEMOGRAPHIC:

Adults 18-49.

DECEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

SCREAM QUEENS, REAL CHANCE OF LOVE, ROCK OF LOVE CHARM SCHOOL, CELEBRITY REHAB, WITH DR. DREW, 100 GREATEST SONGS OF THE 90S, 100 GREATEST SONGS OF THE 90S, R&R PICTURE SHOW, BEST YEAR EVER 2008, TRADING SPOUSES

SCHEDULING STRATEGIES:

VH1's primetime lineup is very fluid in nature, leading to a lot of "Various" programs on their schedule grid. 

VH1 will occasionally stack night of programming and air episodes of the same show back-to-back-to-back.  This can prove extremely successful for them, especially when they use these mini-marathons to premiere the latest episodes of their original series.

Movies, noted on the scheduling grid as ROCK AND ROLL PICTURE SHOW, aired several times throughout primetime in the month of December.

PROGRAM/SCHEDULE CHANGES:

NOVEMBER - DECEMBER 2008:

PREMIERES:

**A REAL CHANCE AT LOVE premiered Monday, December 8, 2008.
**TOP 40 VIDEOS OF 2008 premiered December 19, 2008, at 9pm.

FINALES:

**SCREAM QUEENS finale aired Monday, December 8, 2008.
**CELEBRITY REHAB WITH DR. DREW finale aired December 18, 2008.

AND BEYOND:

**CONFESSIONS OF A TEEN IDOL premiered January 4, 2009, at 8pm.
**VH1 aired live the CRITICS' CHOICE AWARDS on Jaunary 8, 2009.
**CELEBRITY REHAB PRESENTS SOBER HOUSE premiered on January 15, 2009.
**I LOVE MONEY 2 premiered February 2
**FREE RADIO premieres March 13


YEAR AGO/BIG PICTURE:

Numbers are down for VH1 compared to December of 2007.  Overall, the network lost 20% of its viewers from a year ago and all key demographics saw double-digit losses.  However, this is in comparison to last December, when the network boasted large growth from '06.  So perhaps the larger story is better than the one demonstrated by the year-to-year numbers, but the evidence still shows that the network is suffering from stronger competition throughout the cable industry.

Thursdays saw the only growth (13%) in year-to-year overall numbers.  CELEBRITY REHAB WITH DR. DREW is back on the schedule, and numbers are strong, especially in female viewers.

The network is also skewing 8% older than it was a year ago.

Overall, according to network press, VH1's "[p]rimetime was up +20% over 3Q08 averaging a .429 P18-49 Live+SD rating."  Also, "VH1 currently ranks as the sixth most watched ad supported cable network for Sunday night Prime among P18-49 impressions (behind USA, TBS, TNT, Lifetime, and ESPN)."(VH1 Network Press.)

DECEMBER 2008 PRIMETIME RATINGS ANALYSIS: Coming off a strong November, VH1 saw losses nearly every night of the week compared to last month.  Overall, viewers were down 11% from last month (offsetting November's 13% gain over October.)

Monday nights were essentially flat from November, though Men 18-49 fell 18%.  REAL CHANCE OF LOVE scored big in early December, but when it left the schedule toward the end of 2008, it took its viewers with it.  SCREAM QUEENS managed to score some above-average numbers, but couldn't keep up with VH1's stars of the reality schedule.

Tuesdays dropped off 14% overall from November.  Some stale reruns and countdowns didn't bring in any new eyes.

Wednesdays were flat in overall viewers when compared to a month ago, but saw nice increases across all the younger demographics, both male and female.  Decent movie titles kept viewers interested throughout the month.

After an increase of viewers last month of 33% (from October), Thursdays saw an additional increase of 13% this month.  CELEBRITY REHAB WITH DR. DREW continues to score above-average numbers for the network and demonstrates clearly that VH1 knows its Celebreality and the genre, most likely, is here to stay.  BRITNEY FOR THE RECORD (a special on Britney Spears from sister network MTV) made an appearance on Thursday, December 11, but didn't score particularly big numbers.

Fridays were flat from last month, while Saturdays fell a more staggering 38%.  Both nights saw losses across key demographics.  Neither night had too much in their programming lineup scheduled to bring in viewers - mostly tired reruns and a few off-network acquisitions and movies.

Sundays were also down from a month ago, falling 18% from November.  ROCK OF LOVE CHARM SCHOOL pulled in numbers that were well above-average, but couldn't keep the night afloat.

PROGRAM ACQUISITIONS:

STYLISTA, off the CW.

BRITNEY: FOR THE RECORD (off sister network MTV)

PROGRAM RENEWALS:

CRITIC'S CHOICE AWARDS

VH1 PEPSI SMASH SUPER BOWL BASH

I LOVE MONEY 2 (premieres February 2)

FREE RADIO (premieres March 13)

VH1 ROCK HONORS (premieres Q2/Q3)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

100 GREATEST TEEN STARS, 100 GREATEST SONGS OF THE 90S, 100 GREATEST SONGS OF THE 80S, I LOVE THE 70S

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