Skip to main content

Oxygen Analysis - September 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 / September 2011 vs. September 2010 (% Change)

Source: The Nielsen Company's National Television Audience Sample

Compared to September 2010, overall share was down 29% and delivery dropped 25%, respectively.  Most nights were down overall with the exception of Monday nights.  Monday was up +88% share with Women 18-49.  Overall delivery for the night grew +75% due to the new seasons of BAD GIRLS CLUB and HAIR BATTLE SPECTACULAR.   LAW & ORDER: CI was up +25% in overall delivery 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 increased a modest +2%, respectively.   BAD GIRLS CLUB season #7 continued this month, up +15% overall share, and rose +18% with Women 18-49.  BAD GIRLS CLUB was once again the highest rated show on the network and has been leading the ratings in primetime for most of the schedule.   Season #2 of HAIR BATTLE SPECTACULAR continued with new episodes this month.  HAIR BATTLE pretty much fell flat, but was up +9% with Women 18-49 share.

LAW & ORDER: CRIMINAL INTENT fell flat with female demos this month, but was up +17% share.  Signature show SNAPPED was up a significant +25% share as it made Sunday night the second highest rated night for the channel this month.  MOVIES were flat this month, as most of the titles have had multiple airdates over the past few months.  Viewers clearly were not tuned into the movie line-up this month at all.  In prior months, Oxygen has been very successful with their movies in prime.  However, more of the network's focus has been on promoting their originals series.  Oxygen also had to compete this month with new and returning fall series premieres; within a television landscape that is competitive and extremely saturated.