Vh1 Performance/Schedule Analysis - July 2008

Author:
Publish date:
Updated on

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 26, 2008)

TARGET DEMOGRAPHIC:

Adults 18-24, Adults 18-49.

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

I LOVE MONEY, BROOKE KNOWS BEST, I WANT TO SORK FOR DIDDY, 100 GREATEST SONGS OF THE 90S, VH1 ROCK HONORS, 100 GREATEST SONGS OF THE 90S, I LOVE THE 70S, 40 GREATEST REALITY TV MOMENTS, 40 DUMBEST CELEBRITY QUOTES

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.

Vh1 airs standalone countdown shows heavily throughout its schedule.  These shows tend to rate extremely well whenever and wherever they are scheduled.

In addition, Vh1 has been producing more programs in their critically-acclaimed ROCK DOCS series.  Though these programs don't often score huge ratings, the shows attract a significant amount of press and media buzz.

PROGRAM/SCHEDULE CHANGES:

JUNE 2008 - JULY 2008:

PREMIERES:

**Vh1 ROCK DOCS: Elton John premieres on June 7, 2008.
**BROOKE HOGAN KNOWS BEST premieres on July 13.
**I LOVE MONEY premieres on July 13.

AND BEYOND:

PREMIERES:

**Vh1 will air the CRITICS' CHOICE AWARDS on Jaunary 8, 2009.

YEAR AGO/BIG PICTURE:

Another frustrating month for Vh1, which saw losses across all key demographics when compared to July of last year.

Overall, the netework was down 11% since July 2007.  Women 18-49 were down 23%, though neither of the male demographics saw any loss at all over the last year.   The network is also skewing just ever so slightly older than it was a year ago.

JULY 2008 PRIMETIME RATINGS ANALYSIS:

Despite a loss in overall viewer shares on most nights of the week during July, tremendous gains on Sunday night completely offset the losses compared to June 2008.  Overall, since last month, the network was up 14% in overall viewers and saw a 13% gain in Men 28-49 and 17% gain in Men 25-54. 

Vh1 was down from May 2008 as well, falling 13% from a month ago.  Men 18-49 were up 33% while Men 25-54 increased 20% over last year.  With a variety of countdown specials like MAXIM HOT 100 interspersed with their originals, its understandable why the audience saw the steady increase.

Monday nights saw the most significant loss from last month.  Falling 30% overall, nearly every key demographic saw losses.  June suffered this same fate.  An inconsistant schedule and sharper competition is the likely culprit.  For another month, we pose the question: How is Vh1 going to fill the gap?

Tuesdays and Wednesdays also took a loss in July, when compared to June, both falling 14% in overall viewers.  Reruns of I LOVE MONEY did just above average on Tuesday, but barely, and again, it's likely inconsistancy is to blame. 

Thursdays stayed fairly flat from last month, but the night skewed more male, and older, than it did in June 2008.  Stacked airings of some of Vh1's more hard-hitting docs definitely attracted the audience, though niether DRUG YEARS (July 10) nor SEX: THE REVOLUTION (July 24) performed above average.

Fridays and Saturdays were both flat from a month ago.  Again, reruns of I LOVE MONEY on both nights attracted an above-average audience.

The real winner of the week was Sunday nights, up a whopping 143% in overall viewer share from June.  Almost all key demographics saw gains in the triple-digits, and the night skewed 24% younger than it did a month ago.  The power combo of I LOVE MONEY and latest Hogan incarnation BROOKE KNOWS BEST scored well above average throughout the month, (See Additional Ratings Information section below.)  We are predicting good things in the months to come for Vh1, which has a strong lineup of new programming to add to its primetime schedule.

ADDITIONAL RATINGS INFORMATION:

According to Vh1 press, The 9pm all-new episode of I LOVE MONEY on July 13 earned 1.5 P18-49 rating, improving +17% over last week's premiere.  The episode, which garnered 2.3 million total viewers and 1.6 million 18-49 viewers was also the #5 program on cable for the day.

Then at 10pm, the premiere episode of BROOKE KNOWS BEST earned a 1.3 P18-49 rating, a +20% improvement over the season premiere of the previous season of HOGAN KNOWS BEST.  The episode averaged 2.0 million total viewers and 1.4 million 18-49 viewers. (Vh1 Network Press)

PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

FLAVOR OF LOVE, ROCK OF LOVE GIRLS: CHARM SCHOOL (to be hosted by Sharon Osbourne.)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

Vh1 ALL ACCESS, FLAVOR OF LOVE, I LOVE THE 80S, BROOKE KNOWS BEST, ROCK AND ROLL PICTURE SHOW

Related