Vh1 Performance/Schedule Analysis - September 2008

Author:
Publish date:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 24, 2008)

TARGET DEMOGRAPHIC:

Adults 18-24, Adults 18-49.

SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

LUKE'S PARENTAL ADVISORY, I LOVE MONEY, I WANT TO WORK FOR DIDDY, TRADING SPOUSES, NEW YORK GOES 2 HOLLYWOOD, VH1 SPECIAL, 100 GREATEST SONGS OF THE 90S, BROOKE KNOWS BEST, NKOTB: BEHIND THE MUSIC, R&R PICTURE SHOW

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:

AUGUST - SEPTEMBER 2008:

AND BEYOND:

PREMIERES:

**THE PICKUP ARTIST season 2 premieres October 12, 2008.
**BEST WEEK EVER premieres October 24 at 11pm
**Vh1 will air the CRITICS' CHOICE AWARDS on Jaunary 8, 2009.

YEAR AGO/BIG PICTURE:

A slow August lead into a relatively slow September for Vh1, which saw overall ratings share fall 20% from a year ago. 

Nearly every night of the week slipped from last year, and the network is skewing older, too.  Still, there were some clear positive gains in individual shows, and that should lead Vh1 to determine its next best steps for bringing in viewers and making them stay.

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS:

When compared to August 2008, Vh1 showed neither an increase nor a loss in viewers.  Ratings indicate that the network is skewing a bit older than it was a month and a year ago - it will be interesting to see if that trend progresses.

Monday nights in September fell 17% compared to last month and all key demographics slipped as well.  LUKE'S PARENTAL ADVISORY took top honors for the night, with NEW YORK GOES 2 HOLLYWOOD alongside.  I WANT TO WORK FOR DIDDY in the 9pm slot also saw steady and above-average numbers throughout the month.

While Tuesdays were flat from a month ago, Wednesday night was the biggest jump from last month.  The night was up 40% in overall share versus August.

Thursdays were flat from last month, and newcomer GLAM GOD couldn't attract much of an audience.

Firdays and Saturdays were both up fairly significantly from a month ago, up 20% and 40% respectively in overall share.  100 GREATEST SONGS OF THE 80S continues to pull in a number whererver it seems to be scheduled.  Saturdays had a mix of programming, and Vh1 made the interesting choice to show stacked episodes of CSI on 9/20/08.

Sundays fell fairly sharply, down 23% from a month ago.  BROOKE KNOWS BEST and I LOVE MONEY both pulled in some big numbers for the night, but ratings were fairly flat for other programs.  NEW KIDS ON THE BLOCK: BEHIND THE MUSIC special and concert scored just average for the network.

PROGRAM ACQUISITIONS:

None announced.

PROGRAM RENEWALS:

THE PICK UP ARTIST

CELEBRITY REHAB WITH DR. DREW returns on October 23rd, 2008, at 10pm.  8 episodes.

BEST WEEK EVER premieres October 24th at 11pm.

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

BROOKE KNOWS BEST, ROCK AND ROLL PICTURE SHOW

Related