WE TV Analysis - December 2010

Author:
Publish date:

DECEMBER 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

This most female of networks runs a structurally very predictable and stable schedule. Most nights if you like what's on at 8pm, you'll like the whole evening, for they stack as heavily as virtually any network out there. Often, the same series title will run for an entire evening. The range of programming is very wide, with original series related to weddings taking up a lot of real estate (MY FAIR WEDDING, BRIDEZILLAS, AMAZING WEDDING CAKES). Off-network newsmagazine reversions are a popular staple, and THE LOCATOR, an original production aimed at finding and re-uniting family members lost to one another, remains a fairly strong performer. We'd be remiss if we didn't mention GOLDEN GIRLS. This sitcom antique, with its famous blue-haired ensemble cast, often gets more telecasts than any other title, and it has for years. Sound crazy? Watch the network. It works.

DECEMBER 2010 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison / December 2010 vs. December 2009 (% Change)

HH

F25-54

P25-54

Monday 8-11pm

26%

38%

10%

Tuesday 8-11pm

0%

15%

11%

Wednesday 8-11pm

5%

38%

30%

Thursday 8-11pm

17%

44%

43%

Friday 8-11pm

83%

70%

71%

Saturday 8-11pm

-14%

6%

17%

Sunday 8-11pm

-21%

-29%

-14%

MTWTFSS 8-11pm

5%

21%

20%

Source: The Nielsen Company's National Television Audience Sample

WETV had a much needed big month of ratings improvement in December   improving double-digit percentages from last year.   Wednesday, Thursday and Friday all showed large year-to-year growth over last year in women 25-54 and persons 25-54.

Wednesday's increase was driven mostly by the movie slots-featuring  HOPE FLOATS, FIRST WIVES CLUB and MISS CONGENIALITY.  Move over Betty White, December was Sandra Bullock's month to shine.

Thursday's growth can be attributed to both DOWNSIZED and THE LOCATOR.  GHOST WHISPERER had a three hour stack the last Thursday of the month and was able to hold up the ratings from previous weeks.

Friday's growth was a mixed bag of Sandra and Betty-Weeks 1 and 4 featured MISS CONGENIALITY while weeks 2 &3 were stacks of GOLDEN GIRLS.  That's a nice 1-2 punch, can THE PROPOSAL be too far away?

CABLEU NEED TO KNOW:

Known in development circles for smart, approachable executives, WEtv strikes us as especially approachable at the moment. They have relatively few titles that are used heavily in a very predictable, user-friendly schedule. Strong performers at the moment include THE LOCATOR, BRIDEZILLAS and MY FAIR WEDDING. Don't even think about men when pondering what to pitch these folks. They view in such small numbers that they're often barely measurable. Watching this network is especially important in understanding it because there's a mix of old off-network acquisitions with original productions. Ancient GOLDEN GIRLS sitcom episodes and reversions of old 20/20 and 48 HOURS segments coexist with some very smart original productions. It's impossible to understand how this works without watching. And following the netowork here each month. Come in with a new, affordable twist, and these folks will listen.

Related