[01/27/09 - 03:15 PM]
Bad Girls Club and "America's Next Top Model Obsessed" Propel Oxygen to Best Month Ever Among Women 18-34
Oxygen spins the numbers for the month of January.

[via press release from Oxygen]


Network Sees Best January Ever With Double Digit Gains On- Air And Online

NEW YORK - January 27, 2009 - Oxygen's target demo of women 18-34 tuned in like never before, as Oxygen celebrates its best month ever for the demo in primetime, according to Nielsen Media Research. Additionally, Oxygen celebrates is best January performance ever for all key demos driven by the performances of "Bad Girls Club," "America's Next Top Model Obsessed" and "Snapped." In primetime, the network averaged 238,000 P18-49 (an increase of 38% vs. January 2008), 179,000 W18-49 (up 43%), 100,000 W18-34 (up 64%) and 434,000 total viewers (up 39%). This comes on the heels of Oxygen's best year ever for 2008.

Oxygen now ranks of #21 among all ad-supported cable nets for W18-34 (up from #25 in January 2008), #24 among W18-49 (up from #28 in January 2008) and #31 among P18-49 (compared to ranking 32 in January 2008).

The success among Oxygen's sweet spot of women 18-34 can be traced to the popularity of the network's hit show, "Bad Girls Club" which averages a 27% lead among W18-34 when compared to the previous season. Also, the addition of "America's Next Top Model Obsessed" to Oxygen's Sunday lineup has aged down the network significantly to an average of 25 (16 years younger than the previous Sunday time period average). The Sunday 1/25/09 America's Next Top Model marathon (11A-11P) helped Oxygen to its most watched Sunday on a Total Day basis among F18-34 (134,000).

Oxygen's interactive properties are experiencing highs with January 2009 becoming the most streamed month ever on www.oxygen.com with "Bad Girls Club" videos driving the streams to a record 2.4 million streams (a 31% increase compared to January 2008). Oxygen's live mobile polling has seen more participation this month than ever before, with last week's "Bad Girls Club" live vote enjoying its highest participation rate ever, a 97% increase in voters over the previous week.

Source: Nielsen Media Research, Most Current Data: Live + 7 through 1/11/09, blended with Live + Same Day through 1/25/09; individual day / telecast performance points based on Live + Same Day data for date and time of airing. 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).

Source, Oxygen.com: Page Views and Monthly Unique Visitors - Insight XE before May '08 (beginning April '03), Omniture SiteCatalyst May'08 forward; Video Streams - FeedRoom solely before June '08 (beginning August '06), FeedRoom and Omniture SiteCatalyst jointly June '08 through Dec '08, Omniture SiteCatalyst Jan '09 forward. All January 2009 figures span 1/1 - 1/26; all previous January figures are full-month. Season-to-date figures for Bad Girls Club compare 11/16/08-1/24/09 vs. 11/18/07-1/26/08. ANTM Obsessed launched 12/1/08.

About Oxygen Media:

Oxygen is a program service of NBC Universal Cable Entertainment and is currently available in over 74 million homes. The network was launched in 2000 to fill a void in the television landscape -- creating a network targeted to younger women. Oxygen is rewriting the rulebook for women's television, with a vast array of unconventional and original programming including "Bad Girls Club," "The Janice Dickinson Modeling Agency" and "Tori & Dean: Home Sweet Hollywood."

  [january 2009]  


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