OXYGEN MEDIA MARKS BEST YEAR EVER IN 2010 AND BECOMES FASTEST GROWING WOMEN'S CABLE NETWORK AMONG W18-49 and A18-49
Network Records Year-Over-Year Double Digit Increases Across All Key Demos
Including W18-34, A18-49 and W18-49
Digital Platforms Deliver Double and Triple-Digit Increases In
Uniques (62 %) and Video Streams (111%)
NEW YORK - December 15, 2010 - Delivering double-digit growth across all key demos, Oxygen Media is pacing for its best year ever and is the fastest growing women's network among W18-49 and A18-49 in 2010, according to Nielsen Media Research. Through December 12, the network boasted its most watched year ever in primetime averaging 479,000 total viewers (+13%), 252,000 A18-49 (+13%), 184,000 W18-49 (+10%), 134,000 A18-34 (+21%) and 100,000 W18-34 (+16%), versus 2009. Oxygen's momentum in the marketplace yielded an increase in national ad revenue of 14%*; while adding 69 new advertisers and numerous integration sponsors including P&G, Ikea and Virgin Mobile, among others. Additionally, Oxygen's digital properties posted double and triple-digit increases with Oxygen.com pacing for its best year ever in uniques (up +62% vs. 2009) and video streams (up +111%).
"Oxygen has connected with young women like no other network," said Jason Klarman, President, Oxygen Media. "By engaging them on every platform, we've supercharged our growth across every metric."
Year-to-date among ad-supported cable entertainment networks in primetime, Oxygen ranks #21 among W18-34 (up from #25 in 2007); #22 among W18-49 (up from #29); and #28 among A18-49 (up from #32). Since the acquisition in 2007, Oxygen is the fastest growing network in cable entertainment (outperforming MTV, History and TLC) among A18-49. Across prime, vs. 2007, Oxygen has averaged A18-34 (+72%), W18-34 (+69%), W18-49 (+63%), A18-49 (+61%) and total viewers (+60%). While growing the overall audience by double digits in 2010, Oxygen recorded its youngest audience ever in primetime with a median age of 39.2 years (2.7 years younger vs. 2009).
Oxygen's 2010 growth was fueled by its original series "Hair Battle Spectacular," "Bad Girls Club," "Love Games," "Running Russell Simmons" and "Tori & Dean: Home Sweet Hollywood." "Hair Battle Spectacular" became the network's most watched freshman series ever, while "Love Games" was the highest rated series premiere ever among all key demos and total viewers. Returning series and staple of the "Live Out Loud" brand, "Bad Girls Club" consistently out-delivered CW in the 9pm hour on Tuesdays among all key demos. Year-to-date, Oxygen's original programming rocketed the cabler to the #1 spot on Tuesdays in primetime for women's networks among W18-34, W18-49 and A18-34. Combined, the network had 53 telecasts draw more than one million viewers (up from 27 in 2009) and 28 telecasts deliver more than one million viewers in A18-49 (up from eight).
Oxygen's digital properties delivered significant double and triple digit gains this year-to-date with Oxygen.com recording a +62% increase in uniques and a +111% increase in video streams, according to Omniture. Oxygen mobile experienced enormous success with an astounding +239% increase in total page views and a +250% jump in average monthly uniques, year-to-date. The network's innovative digital content platforms were a major contributing factor to the year's ratings accomplishments and continue to be a huge driver in enhancing the Oxygen viewer experience. For this season's premiere of "Bad Girls Club Miami," Oxygen brought social TV to the next level launching OxygenLive TV, which, for the first-time ever, merged social media giants Facebook and Twitter with program content. The "Bad Girls Club" Facebook page now claims more than two million fans and was often a Top 10 trending topic on Twitter throughout the calendar year. Most recently, Oxygen added Blurts and Miso to further enhance fan experience during "Bad Girls Club."
Source: Nielsen Media Research, Time period data based on Most Current Data: Live + 7 through 11/28/10, blended with Live + Same Day through 12/12/10. Cable ranks includes ad supported cable entertainment networks, and excludes non-ad supported networks (e.g., pay cable, Disney), sports, news channels and networks that air in less than 50% of the daypart, AA(000). Fastest growing women's network = 2010TD vs same weeks in 2009, women's networks include LIF, LMN, WE, SOAP, & OXY. Fastest growing in ad-supported cable entertainment since 2007 among cable networks in 70+ million homes M-Sun 8p-11p in P18-49 cvg rating. All program data= LS data. BGC Season 5 premieres excluding clip show.
Source: Adobe SiteCatalyst Powered by Omniture (Jan-Nov 2010) for .com and WAP. 2009 comparisons use the same source over a comparable time period (Jan-Nov 2009)
*National cash revenue growth
About Oxygen Media
Oxygen Media is a multiplatform lifestyle brand that delivers relevant and engaging content to young women who like to "live out loud." Oxygen is rewriting the rulebook for women's media by changing how the world sees entertainment from a young woman's point of view. Through a vast array of unconventional and original content including "Bad Girls Club," "Hair Battle Spectacular," and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premiere destination to find unique and groundbreaking unscripted programming. A social media trendsetter, Oxygen is a leading force in engaging modern young women, wherever they are, with popular, award winning features online including www.OxygenLive.com, the real time social viewing party that is also available as an app for the iPhone and iPad, as well as innovative tools shopOholic, makeOvermatic and tweetOverse. Oxygen is available in 76 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Follow us on Twitter at http://www.twitter.com/OxygenPR. Oxygen Media is a service of NBC Universal.