WE TV Performance/Schedule Analysis - March 2009

Author:
Updated:
Original:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of April 22, 2009)

TARGET DEMOGRAPHIC:

Women 18-54.

MARCH 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

BRIDEZILLAS, 20/20 on WE, 48 HOURS ON WE, CINEMATHERAPY, RICH BRIDE, POOR BRIDE,  PLATINUM WEDDINGS, FBI FILES, LITTLE MISS PERFECT, AMAZING WEDDING CAKES, MY FAIR WEDDING

SCHEDULING STRATEGIES:

Armed with a new tagline and strong 2008 ratings performances, WE TV will launch seven new reality series in 2009 targeted to its young, female core audience.  At their recent 2009-2010 Upfront, WE announced that its upcoming schedule will offer more than 50% of original content, which will encompass three branded genres:  "WE Go Bridal", which will showcase wedding shows like BRIDEZILLAS, "WE Reveal", featuring life stories of intriguing women, and "WE Transform", offering real-life stories of personal change.

Featuring these new kinds of programming will not only resonate with their target audience, its intention is to also  differentiate themselves in the television landscape.  Maintaining such a strategy is important to their long-term success and brand-building.

WE also appears to be in the game for off-network acquisitions.They acquired CBS' GHOST WHISPERER which will premiere in Fall '09, and will be adding three new three new series to its more immediate lineup, which had also included BABY BORROWERS and the CW'S GIRLFRIENDS.

In addition, WE creates movie stunts, a theme week or weekend titled Movie Film Festival.This not only gives them something to promote on-air and off, but allows them to make some noise and create an event around old movie titles that have been around for a while.

PROGRAM/SCHEDULE CHANGES:

FEBRUARY - MARCH:

PREMIERES:

**February 18th - LITTLE MISS PERFECT at 10pm
**March 3rd - FIRST LADY OF JAMAICA at 10pm (one-hour special)
**March 8th - March 15th - WE GO BRIDAL WEEK
**March 21st - THE LOCATOR  (season #2) at 9pm
**March 22nd - PLATINUM WEDDINGS at 10pm

APRIL AND BEYOND:

PREMIERES:

**April 5th - WOMEN ON DEATH ROW at 8pm
**April 7th - WOMEN BEHIND BARS (season #2) at 10pm

**April 25th - I WANT TO SAVE YOUR LIFE at 10pm
**June 11th - RAISING SEXTUPLETS at 10pm
**June 2009 - BRIDEZILLAS


YEAR AGO/BIG PICTURE:

March: 08-09

Yearly % change*    H'hold      M25-54    F25-54    P25-54
Monday 8-11pm            -0%        --        0%            0%

Tuesday 8-11pm          50%          --           50%          50%

Wednesday 8-11pm   -40%        --           -33%          -50%

Thursday 8-11pm          0%           0%          0%             0%

Friday 8-11pm             -20%          0%         0%          -25%

Saturday 8-11pm          67%           0%        50%         33%

Sunday 8-11pm           -33%           --         -0%           0%

MTWTFSS 8-11pm      0%              --          33%          -33%

*The Nielsen Company's National Television Audience Sample

As compared to one year ago last March 2008, WE was down in terms of ratings, share and delivery.  Share and delivery were down -25% and -17%, respectively.  Women 18-49 was also down -19% in delivery.  However, 20/20 ON WE was up +10% in delivery; RICH BRIDE, POOR BRIDE was up +33%; and CINEMATHERAPY was up +12% from one year ago.

MARCH 2009 PRIMETIME RATINGS ANALYSIS:

WE's primetime program average Monday-Sunday for ratings, share and delivery were down this month as compared to last month.  Overall share fell flat and delivery was down -6%.  However, Women 18-49 was up +33% share and 10% in overall delivery.  Specific nights including Tuesday and Saturday nights saw significant growth.  Share was up on Tuesday and Wednesday nights by as much as +50% and +67%. Delivery was up +37% and +35%, respectively.

Tuesday night's stack of 20/20 ON WE was down this month.  Tuesday, March 3rd at 10pm was a special called "First Lady of Jamaica".  This special showed a VIP tour of one of the top destination vacation spots in the world, but unfortunately this special wasn't very successful in holding onto its viewers or lead-in numbers.  Wednesday night's stack of WE TV's new original series LITTLE MISS PERFECT which premiered last month was also down.  Thursday nights CINEMATHERAPY was up +42% in overall delivery this month.  Titles worthy of mentioning were: Jersey Girl, Bridget Jones Diary and Driving Miss Daisy.

Friday night continued with 48 HOURS ON WE and FBI FILES.  48 HOURS was down -12% in delivery, while FBI FILES was up +33% share with Women 18-49 and Women 25-54.  A solid block of thematic programming investigating crimes and news of the day, these two shows are a perfect accompaniment for each other.

Saturdays were a mixed bag of movies and original series.  Some credit is due this month to the overall success on Saturday nights due to a movie marathon on March 7th that included Happily Ever After. An all day marathon through primetime that featured movies with endings that were sure to leave you smiling.  A successful programming strategy to try to make some noise with titles that have been played over and over again. And the rest of the top ratings for Saturday nights goes to the March 21st season #2 premiere of THE LOCATOR.  LOCATOR was the highest rated program on the channel this month.  A welcome return for a season which is full of brand new stories and life changing reunions.

The Sunday and Monday night block continued with wedding themed programming.  Sunday nights is notably the channel's premiere bridal block with series BRIDEZILLAS, RICH BRIDE POOR BRIDE, AMAZING WEDDING CAKES, MY FAIR WEDDING and PLATINUM WEDDINGS.  BRIDEZILLAS was up +18% in delivery; RICH BRIDE fell flat; FAIR WEDDING was up +7% and PLATINUM WEDDINGS was down this month despite its season premiere on March 22nd.

This month there was a wedding theme week.  Starting March 8th "We Go Bridal Week", was WE TV's own version of March Madness with a week dedicated to everything bridal.  From cakes to gowns to venues.  There was a chockful of specials and additional episodes from their wedding theme block throughout the month.  In addition to WE's wedding series, the specials included: Disney's Dream Wedding, Unforgettable Wedding Venues, Girl Meets Gown, and Funniest Wedding Outtakes - the whole schedule was submerged in everything bridal.

Overall a month full of brand new specials, season premieres and stunts.  Interestingly ernough, ratings should have had better performances overall.

PROGRAM ACQUISITIONS:

GHOST WHISPERER (off-net CBS.  Share with SciFi Channel)

GIRLFRIENDS (Off-net CW, last three seasons)

FBI FILES

PROGRAM RENEWALS:

THE LOCATOR (season #2, 14 episodes)

BRIDEZILLAS (season #6, 22 one-hour episodes, slated to debut June 2009)

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

JOHN EDWARD CROSS COUNTRY, WEDDING CENTRAL, AMAZING WEDDING CAKES, MY FAIR WEDDING, MOMMA'S BOYS, SEX CHANGE HOSPITAL, THE GOLDEN GIRLS, THE LOCATOR, WOMEN BEHIND BARS

Related