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Lifetime Analysis - March 2010 - Broadcasting & Cable

Lifetime Analysis - March 2010

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MARCH 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Lifetime's programming strategy is now all about women having choices. Once the cable channel best known for its women in peril flicks, Lifetime has taken the dive into edgy comedies and upcoming tele-novela style melodramas.  They look for reality competition shows, game shows, scripted dramas geared to 25-54 demo.

PROJECT RUNWAY was a key asset for Lifetime. A network known for movies since the beginning, now has come to expect high quality entertainment scripted shows Unscripted shows, however, hasve always been a challenge for them because it's not part of their brand expectation. So to air one of the top competition reality shows  like RUNWAY on cable not only gives them a great series, but also gives them a beachhead in that space and allows them to launch new shows.

APRIL 2010 PRIMETIME RATINGS ANALYSIS:

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

HH

M25-54

W25-54

P25-54

Monday 8-11pm

-30%

-25%

-27%

-14%

Tuesday 8-11pm

-11%

-25%

-20%

-14%

Wednesday 8-11pm

-11%

-40%

-11%

-14%

Thursday 8-11pm

80%

60%

108%

89%

Friday 8-11pm

-11%

-50%

0%

-22%

Saturday 8-11pm

-30%

-33%

-32%

-30%

Sunday 8-11pm

11%

-13%

0%

0%

MTWTFSS 8-11pm

0%

-17%

0%

0%

Source: The Nielsen Company's National Television Audience Sample

Compared to March 2009, Lifetime's overall primetime averages were down.  Both share and delivery were down -13% and -17%, respectively.  Women 18-49 share were also down -6%.  With the exception of Thursday nights, which was up +50% with Women 18-49 share, all other nights were down in all key demos.  Clearly the double pump of PROJECT RUNWAY is sustaining the ratings and demos for this key night from one year ago. 

Lifetime's primetime monthly average for ratings, share and demo delivery were up this month compared to last month.  Overall share was up +30%, and delivery was up +15%.  This month paints a very different picture from last month, where almost every night of the week this month was up, and in all key demos. PROJECT RUNWAY was up +40% share and +27% in delivery.  Now in its seventh season, RUNWAY has finally found a place amongst the Lifetime viewers.  Off-network acquisition GREY'S ANATOMY which was the 8pm prime lead-in to RUNWAY as well as weekday MOVIES were down this month.

The prime MOVIE, was down -5% this month.  However, the Saturday and Sunday prime MOVIE were up considerably this month.  Share was up +33% and +58%, respectively.  A mix of MOW'S and theatricals, Lifetime was back in the movie business, an area of programming that they have been a leader in amongst the other cable networks for years.

There were no new ground breaking originals to report on this month.  And even though they have and will continue to churn out original movies and acquire theatricals that have top Hollywood female talent, Lifetime is staggering right now.  They find themselves somewhat lost now, with the lack of programming leadership, new ownership and their core demo continually aging.  It is becoming increasingly harder to compete in a younger marketplace with competitiors like Oxygen and WE.  However, Lifetime remains so committed to its core audience and it has been a top-tier brand for years. It was number one for many years on television, and the real question is does it have the potential to be that one again?  We'll be following them month to month to find out!

CABLEU NEED TO KNOW:

In the network's first creative package of this kind, Lifetime is serving up a customized sponsorship for Outback in support of the restaurant chain's "15 meals for under $15" campaign and its movie nights.  The "Live Adventurous, Love Adventurous" vignettes highlight the custom, co-branded package in which Outback will sponsor Lifetime's airing of theatricals.  Lifetime along with other cable networks are doing more and more on-air sponsorships with customized content for both brands.

Lifetime's long-term strategy is to evolve the Lifetime brand to a more contemporary, energetic, relevant place.  Lifetime exec Wong indicated that PROJECT RUNWAY was "exactly the shot in the arm" for this kind of programming.  However, the declining ratings of RUNWAY has some people wondering.  However the decision to air the show against the heart of the broadcasters' fall launches has made it tougher to compete.   Lifetime has also commented that they cannot judge the series on a short-term basis.  RUNWAY will be a long-term strategic play for them.  Reality in general is not part of the brand expectation for Lifetime.  Every time they tried to launch a reality show in the past, it was an island on the schedule.

A network mainly known for movies and a brand that has been associated with it forever has now branched out to new new original series not onl scripted but now unscripted which has always been a challenge for them in the past.  Unscripted programming will bring Lifetime into a new arena and will be a challenge for them to explore.

They are also looking for more series like DIVA, shows that have a sense of humor, and programming fare that has a lighter, escapist attitude.

At Lifetime's recent upfront for 2009-2010, they have put together a slate of development for movies, scripted and unscripted series that reflects their commitment to growing and evolving the Lifetime brand.  Lifetime will ramp up their drama development, comedy and original movies, by producing 12 new original movies for next year.

Lifetime's mission, according to the network's tag line is to "celebrate, entertain and support women." JoAnn Alfano, the network's executive vice president of entertainment, said Lifetime Networks' task is serve a "broad palette" of women with a robust slate of new scripted and unscripted programming and tent-pole movie events on Lifetime and the Lifetime Movie Network. At Lifetime, with a lot of original programming and varied constituencies to serve, the trick is to remain the "destination for women" while bringing new, younger viewers into the tent.

Lifetime's programming strategy is now all about women having choices. To be able to lose themselves in sitcoms or find themselves via dramas. It's now all about women being portrayed as women whom they can connect with. Once the cable channel best known for its women in peril flicks, Lifetime has taken the dive into edgy comedies and upcoming tele-novela style melodramas.  They look for reality competition shows, game shows, scripted dramas geared to 25-54 demo; new artists, writers, hosts, reality & scripted show pitches and digital/new media content. They are also looking for more series like DIVA, shows that have a sense of humor, and programming fare that has a lighter, escapist attitude.

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