WE TV Analysis - October 2010

Author:
Publish date:
Updated on

OCTOBER 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.

OCTOBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

F25-54

P25-54

Monday 8-11pm

0%

8%

13%

Tuesday 8-11pm

30%

50%

33%

Wednesday 8-11pm

-6%

17%

22%

Thursday 8-11pm

-27%

-17%

-33%

Friday 8-11pm

13%

15%

22%

Saturday 8-11pm

32%

29%

27%

Sunday 8-11pm

-39%

-41%

-43%

MTWTFSS 8-11pm

-5%

0%

-9%

Source: The Nielsen Company's National Television Audience Sample

Thank goodness for Tuesday nights, CRIMES OF PASSION helped deliver huge growth year-to-year for WEtv.  Fridays Movie lineup and Saturdays GOLDEN GIRLS stack also boosted the numbers on those nights well for WEtv.

Thursday and Sunday nights shad the greatest declines from last year.  Both nights are Wedding themed which could be a sign of over-proliferation of these types of programs throughout cale.

Overall there was a slight decline from last year but with three nights of solid growth, WEtv has  some nice foundations to build on for future months.

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