WE TV Analysis - September 2010

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SEPTEMBER 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.

SEPTEMBER 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

F25-54

P25-54

Monday 8-11pm

25%

36%

13%

Tuesday 8-11pm

-6%

0%

0%

Wednesday 8-11pm

-26%

-8%

-20%

Thursday 8-11pm

-12%

-15%

-22%

Friday 8-11pm

24%

31%

22%

Saturday 8-11pm

-36%

-26%

-25%

Sunday 8-11pm

-22%

-18%

-21%

MTWTFSS 8-11pm

-10%

0%

-9%

Source: The Nielsen Company's National Television Audience Sample

The GOLDEN GIRLS are back on top (at least over last year's Monday night ratings).  Betty white and her pals delivered strong double-digit gains for Mondays in September

 Fridays also enjoyed strong growth over last year, with double-digit growth in all three main demos.   The schedule offered a mix of 20/20 ON WE for two weeks and Movies on the other two weeks.

Wednesdays, Saturdays and Sundays all suffered from large year-to-year declines in most key demos.  Wednesdays included a stack of CUPCAKE GIRLS, a movie and two weeks of AMAZING WEDDING CAKES followed by 20/20 ON WE.  Saturdays scheduled gave us lots of CUPCAKE GIRLS stacked and one night of RAISING SEXTUPLETS.

 Even Sunday's usually strong wedding themed night (BRIDEZILLAS and AMAZING WEDDING CAKES) suffered this month.

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.

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