OXYGEN MEDIA MARKS BEST YOUNGEST AUGUST EVER
www.Oxygen.com and Oxygen Mobile Experience Double and Triple Digit Growth in Unique Visitors, Video Streams and Page Views
Network Pacing for Best Year Ever
New York, August 31, 2010 - Oxygen Media earned its best August viewership ever in the network's history, with increases among all key demos, according to Nielsen Media Research. Propelled by the new season of "Bad Girls Club Miami" and "Hair Battle Spectacular," August 2010 also marks the network's youngest month ever in prime with the median age of 36.9. Year-to-date, 2010 is pacing to be Oxygen's best year ever. Additionally, Oxygen.com digital platforms are paced to have the best August ever with double and triple digit increases compared to August 2009. In August 2010, the network posted increases with 103,000 W18-34 (up +20%), 183,000 W18-49 (up +4%), 139,000 A18-34 (up +21%), 250,000 A18-49 (up +5%), and 484,000 total viewers (up +5%), compared to August 2009.
www.Oxygen.com is pacing to have its best August ever, outperforming August 2009, with monthly unique visitors (up +68%) and video streams (up + 258%). Additionally, Oxygen Mobile was up year-over-year in unique visitors (up +132%) and page views (up +169%). To date, www.OxygenLive.com, the real-time social networking dashboard, has garnered nearly 19.8MM page views.
Contributing to the success of August 2010, is the much talked about debut of the hit series "Bad Girls Club Miami," which smashed ratings records to become the biggest premiere ever in Oxygen history, according to Nielsen Media Research. The drama-filled premiere of season 5 broke all previous premiere records, both in the "Bad Girls Club" franchise and in network history, across all key demos, 487,000 W18-34, 691,000 W18-49, 623,000 A18-34 and 911,000 A18-49. Additionally, it became the most watched Oxygen telecast in the 9 PM hour and in the key demo of W18-34, and outperformed all other cable networks, along with ABC and CBS.
Also raising the August 2010 ratings to new heights is the new fantasy hair competition series, "Hair Battle Spectacular." The series delivered one million viewers for the first time this season with the August 24th episode; and in the 10 PM hour beat broadcast network CBS among W18-34 (its key demo). Through three episodes, the program continued to experience weekly growth with the third episode gaining double-digit growth in all key demos, 361,000 W18-34 (up + 36%), 562,000 W18-49 (up + 30%), 463,000 A18-34 (up + 50%), 748,000 A18-49 (up +40%) and 1,150,000 total viewers (up +26%) vs. the prior week's episode, according to Nielsen Media Research.
The relaunched Oxygen.com and OxygenLive.com sites, which included several new social elements, helped to bolster August 2010. OxygenLive TV, Oxygen's re-imagined live television experience, for the first time ever, combined social media giants Facebook and Twitter with program content. Fans experienced OxygenLive TV in the last two acts of the "Bad Girls Club Miami" premiere and again in its 10 PM ET/PT encore at key moments throughout the episode. The "Bad Girls Club" showsite on Oxygen.com was Oxygen's best premiere day ever in daily uniques, page views and video streams. Premiere day traffic on the showsite increased over the prior season premiere, (up +67%) in unique visitors, (up +37%) in page views and (up +54%) in video streams. OxygenLive.com, Oxygen's real-time watercooler companion, increased in unique visitors during the premiere (up +257%) compared with last year's "Bad Girls Club" premiere. The site also improved (up +36%) versus the most recent "Bad Girls Club" OxygenLive experience that took place on 3/23/2010. Additionally, the "Hair Battle Spectacular" show site, enjoyed double digit increases in its third week in daily uniques (up +21%), page views (up +10%) and video streams (up +89%) compared to the prior week.
Source: Nielsen Media Research, Time period data based on Most Current Data: Live + 7 through 08/15/10, blended with Live + Same Day through 08/29/10. Individual telecast and single day performance points based on Live + Same Day data. 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: Omniture SiteCatalyst through 8/30/10.
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," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood," the growing cable network is the premier 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 features online including OxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Oxygen is available in 76 million homes and online at www.oxygen.com, or on mobile devices at wap.oxygen.com. Oxygen Media is a service of NBC Universal.