Oxygen Analysis - May 2011


* Bold denotes programming change


Oxygen has many projects in development, as they stake out new nights for more originals.  Oxygen has claimed that their originals are the building blocks of their brand and their business.  Moving forward with another night of originals also underscores their long term strategy to appeal to a very valuable audience.  THE GLEE PROJECT which aired on June 12th, stakes out Monday nights as another new night for original programming.

Oxygen Media is a multi-platform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud."  Through a vast array of unconventional and original content the channel has been able to find unique and groundbreaking unscripted programming.


Live Primetime Ratings Comparison / May 2011 vs. May 2010 (% Change)

Source: The Nielsen Company's National Television Audience Sample

Compared to May 2010, overall share was down 20% and delivery dropped 18%, respectively.  Monday nights continue to dominate due to hit reality programs THE BAD GIRLS CLUB, and LOVE GAMES.  Monday nights were up +61% in delivery overall  from one year ago.

The primetime averages for ratings, share and delivery were on par this month compared to last month.  Overall share fell flat and delivery decreased 5%, respectively.  Season six of THE BAD GIRLS CLUB continued its momentum yet again this month, as it continues to be the highest rated show on the network.  May 2nd touted the "Reunion Special" of BAD GIRLS.  Spin-off show LOVE GAMES: BAD GIRLS NEED LOVE TOO continued its run this month.  This dating competition series outperformed expectations last month, but was actually down this month in all key demos.

Last month was the premiere of TORI & DEAN'S: sTORIBOOK WEDDINGS.  TORI & DEAN was actually down this month but over the years this handsome due have become Oxygen personalities in their own right.  However, it looks like this new installation of the franchise is continuing to be somewhat lackluster with their core Women 18-49 demos.

At least half of the primetime schedule this month again consisted of MOVIES.  MOVIES fell flat this  month in overall share and Women 18-49.  Most of the titles were theatricals that have had multiple airings on the network, but nonetheless, were solid titles that have a common thread.  All of these movies contain "A" list celebrity Hollywood women.  Some titles worthy of mentioning were: Legally Blonde, Kiss the Girls, Juno, and The Notebook.

Signature show SNAPPED lost some steam this month, as it was down 19% in delivery.  SNAPPED was scheduled as a stack this month on a few different nights this month.   Off-network acquisition of LAW & ORDER: CRIMINAL INTENT was also in a slump this month.  Regardless, LAW & ORDER still continues to be one of Oxygen's solid acquisitions, bringing in a built in audience.

One special stunt to note for the month was the Saturday 5/21, when Oxygen aired a GLEE episode marathon.   Next month we will report on the anxiously awaited, much publicized, Oxygen's own, THE GLEE PROJECT.

Overall, not a stellar month in terms of overall ratings, but a solid month of programming with Oxygen's audience growing monthly.  A steady mix of acquired and original series dominate the primetime line-up.  Oxygen keenly promotes and values the importance of its original series programming and have really made a connection with their viewers in doing so.   Oxygen is coming off its third consecutive year of growth and continues to strengthen its program development with more and more originals.


At Oxygen's recent upfront presentation, the network said that it will increase its originals programming by 26% in 2011.  With a few new originals, a handful of new projects in development along with several returning and new series, Oxygen is ready to take on the coming year.

Oxygen's programming slate is filled with high concept series that continue to help define the "Live Out Loud" brand and speak directly to their young female audience.  They have taken shows that incorporate friendship, dating, pop culture and celebrity and are serving them up in unique ways to keep their audiences engaged and entertained.  Make-over shows will be a priority for them in the coming year as will reality shows that take risks.  Not unlike BAD GIRLS CLUB, they are looking for another utility series that can be a launching pad for another new original series.

According to programming SVP Amy Introcaso-Davis Oxygen is looking for content that is "noisy and fun, character-driven programming".  Their tagline is 'Live out Loud', so they are looking for for loud, boisterous characters that targets women in the 18-34 demo, "who are living life on their own terms, and are unapologetic about the way they approach everything.  Introcaso-Davis cites Oxygen's competition series Dance Your Ass Off and Tori & Dean's Home Sweet Hollywood as good examples of the network's tone. As for whether or not tape is a must, "Tape is great, especially if you're pitching characters."

Oxygen is another network that has a lot of off-network presence.  OxygenLive.com creates a live television experience with non-live programming.  It has created real-time watercooler talk that has driven huge viewer engagement and extreme ratings growth for many of their shows.  Oxygen's New Media department has been tracking social behaviors of their audience and have made efforts to incorporate it online in order to reshape the way the current generation of viewers watches TV.  OxygenLive.com gives fans  a real time interactive way to watch original series.

Oxygen is looking for projects that include shows that are both aspirational and of the docu-series, variety, game show, and competition genres.  These new shows will include content that will expand into a variety of genres and formats.