(Updated as of April 25, 2008)
While targeting women 18 to 49, Oxygen is “hyper” focusing on women 18 to 34
MARCH 2008 PRIMETIME SCHEDULE
TOP PRIMETIME SHOWS:
BAD GIRLS CLUB, SNAPPED, CAPTURED, and Movies
At its recent upfront, Oxygen described its 2008 programming plans, which include: original programming Tuesday night around the year – “Seamless Tuesdays”; renewing THE JANICE DICKINSON MODELING AGENCYfor a fourth season, with the show returning in August; and a reality show in development called DANCE YOUR ASS OFF.
U.K. series JANICE & ABBEY will premiered Tuesday, February 19th at 11pm. The six-episode 30m series follows supermodel Janice Dickinson as she mentors Britain's Next Top Model runner-up Abbey Clancy. The show originally debuted last October on Oxygen's broadband channel as a web series.
Cable net Oxygen will celebrate Black History Month with an airing of theatrical classic Guess Who's Coming to Dinner on Sunday, March 24th at 2pm.
DEION AND PILAR SANDERS: PRIME TIME LOVE slated to premiered April 15th at 10:30pm.
Oxygen is introducing a new programming strategy targeted to Tuesday, with a new series or new episode premiereing every Tuesday at 10pm.
A reunion of THE BAD GIRLS CLUB hosted by Star Jones on May 20th at 10pm.
OXYGEN'S 25IEST: POWER COUPLES - a pop-culture themed special hosted by Tori Spelling and Dean McDermott on June 10th at 10pm.
TORI & DEAN: HOME SWEET HOLLYWOOD on June 17th at 10pm.
THE JANICE DICKENSON MODELING AGENCY (season #4) begins in August.
NBC’s coverage of the 2008 Summer Olympicsrolls out on 8/8/08, and among the NBC networks carrying the Games will be the newly-acquired Oxygen with two hours of gymnastics and other sports beginning each evening from 6-8pm for a period of 10 days beginning August 11th.
YEAR AGO/BIG PICTURE:
Compared to March 2007, one year ago – there has been a substantial growth in delivery and demos all around.Overall share and delivery was up +33% and +27%, respectively.Women 18-49 was up +50% in share and +28% delivery.Originals like BAD GIRLS CLUB and SNAPPED have contributed to the ratings success as well.Both BAD GIRLS & SNAPPED was up +33% share.
MARCH 2008 PRIMETIME RATINGS ANALYSIS:
The primetime average for ratings, share and demos was up this month as compared to February.Overall share and delivery either fell flat or was down just slightly.However, individual nights saw significant growth.Thursday and Friday night sin particular did well with delivery up +19% and +13% respectively.Women 18-49 was up +20% share overall as well as on Thursday and Friday nights.
Monday nights was the Oxygen Movie and followed by two stacks of BAD GIRLS CLUB.Tuesdays was solid three hour stack of BAD GIRLS CLUB. And Wednesday was the double pump Oxygen Movie.While the highest rated movie on the Channel this month was Pride & Prejudice, in fact, it was the second highest program telecast right behind CAPTURED this month, the rest of the movies fell flat.Movies were actually down this month by -10% delivery and Women 18-49 -13% share.Clearly airing old repeats of movies hasn’t helped the block this month and there wasn’t any new premieres of originals to pump.
Thursday and Sunday nights were stacks of SNAPPED, and one episode of CAPTURED sandwiched in at the 9:30p/10:00pm time slot.SNAPPED was down in the demos overall this month, with a -12% delivery.Also on a downward turn was CAPTURED this month, with a -10% delivery overall.However SNAPPED in its sixth season this year was reported just last month as having its most successful season yet.We’ll keep an eye for this one next month to see if it picks up.
Friday and Saturday nights were primarily the double feature Oxygen movie. Again we mentioned that the movie block overall was down this month, a few titles worthy of mentioning are: Pride & Prejudice, Brown Sugar, Coyote Ugly, Two Weeks Notice and classic Goldie Hawn Overboard. There was one special to report on this month on Sunday, March 30th entitled Sex Workers or Victims.Outperforming its lead-in, this half-hour special is part of Oxygen’s Who Cares About Girls documentary series that profiles an inside look into the lives of American girls in the sex trade. These girls are victims of trafficking, rape, torture and psychological abuse, yet are considered guilty in the eyes of the law.A perfect accompaniment to the CAPTURED/SNAPPED block.
In the coming weeks with the change of management, and some Upfront plans get scheduled into place, we will be reporting more on the changes and effects that this network will be going through. Exciting times ahead we’re sure for this women-oriented network!
ADDITIONAL RATINGS ANALYSIS:
Oxygen officials touted the network’s ratings gains in the first quarter. In primetime, Oxygen averaged a 0.4 household rating, a 33% gain from the prior year, according to a Disney-ABC Television Group analysis. (Multichannel News 4/26/08)
Oxygen also enjoyed its best March ever. In prime, Oxygen scored a 0.4 HH coverage rating (up 33% from March 2007). The network averaged 368,000 total viewers (up 26%) and 202,000 P18-49 viewers (up 27%). For W18-49, the network averaged 143,000 viewers (up 27% from March 2007), tying the network record set last month for the most watched month ever among the demo. The success was fueled by three of Oxygen's original series, "The Bad Girls Club," "The Janice Dickinson Modeling Agency" and "Snapped" which all saw their most successful seasons ever. (Oxygen press 3/27/08)
LATEST PROGRAM RENEWALS:
JANICE DICKINSON MODELING AGENCY
LATEST PROGRAM CANCELLATIONS:
ADDITIONAL SHOWS CURRENTLY AIRING:
LIVING SINGLE, GRACE UNDER FIRE, A DIFFERENT WORLD, MAD ABOUT YOU, ELLEN, XENA: WARRIOR PRINCESS, ABSOLUTELY FABULOUS, THE ELLEN DEGENERES SHOW, INHALE
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