WE TV Analysis - May 2010

Author:
Publish date:

MAY 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.

MAY 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

F25-54

P25-54

Monday 8-11pm

-27%

-11%

-29%

Tuesday 8-11pm

0%

-7%

0%

Wednesday 8-11pm

-11%

-7%

-10%

Thursday 8-11pm

13%

8%

-11%

Friday 8-11pm

-24%

-17%

-33%

Saturday 8-11pm

11%

38%

33%

Sunday 8-11pm

-4%

-23%

-21%

MTWTFSS 8-11pm

-5%

-7%

-18%

Source: The Nielsen Company's National Television Audience Sample

WE TV had Had one night of growth, one flat and 5 nights down from last year. Double digit declines from last year in the important Persons 25-54 demo is noteworthy.

GOLDEN GIRLS Hasn't held up on Monday nights and is showing double-digit decline from last year and hasn't helped Wednesday Nights either. SUNSET DAZE had a strong premiere but faded rapidly and was gone from the schedule after just three weeks.

The return of WOMEN BEHIND BARS on Tuesday night helped match the ratings from last year in Households and the P25-54 demo but showed modest declines in the Women 25-54 demo.

Thursday's 20/20 series showed growth in Households and Women 25-54 but had an 11% decline in Person 25-54 from last year (which means the male demo had huge declines).

Fridays consisted of several different stacks of Wedding themed series that showed fairly large double-digit declines from last year.

Saturdays were a strong night of growth in both women 25-54 and Persons 25-54 and was driven by a GOLDEN GIRLS stack, two weeks of BRIDEZILLAS stacks and two weeks of Movies.

Sundays Wedding themed series all seemed to show declines from last year.

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.

WETV DEVELOPMENT FACT SHEET

Related