OXYGEN MEDIA PACING FOR BANNER YEAR AS TOP 20 AD-SUPPORTED CABLE ENTERTAINMENT NETWORK FOR W18-34
CRITICALLY-ACCLAIMED "THE GLEE PROJECT" EARNS MULTIPLATFORM PERFORMANCE RECORD IN 2011 WITH 44 MILLION VIEWS
44 New Advertisers Partner with Oxygen Including Frito-Lay, Volvo and T-Mobile
Oxygen Joins NBCUniversal's Entertainment & Digital Networks and Integrated Media Division's Bravo, Style, mun2, Telemundo, Fandango and Television Without Pity in Achieving Record Highs
NEW YORK - December 14, 2011 - Oxygen Media is on pace for another banner year that solidifies its position as a Top 20 ad-supported cable entertainment network for W18-34, according to Nielsen. This was driven by several original series, notably the critically-lauded and award-winning "The Glee Project" which averaged more than one million total viewers (1.191 MM) linearly over the course of its summer run. The series' winners (Damian McGinty and Samuel Larsen) landed seven-episode arcs on the hit series "Glee" and was a lightning rod for Oxygen's robust social media strategy pushing the reach of the series to almost 45 million viewers (44,977,823) on linear, Oxygen.com, Hulu, and VOD platforms. The channel is on track to mark its youngest year ever with a median age of 36.1 years and has enjoyed double digit growth up +42% among W18-49, +43% among A18-49, and +43% among total viewers in primetime since its acquisition by NBCUniversal in 2007. Additionally, the cable entertainment brands of NBCUniversal - including USA, Syfy, Bravo, Oxygen, E!, Style, mun2 and Sprout - collectively deliver the #1 audience of affluent and educated viewers in all of television. And Oxygen joins NBCUniversal's Entertainment & Digital Networks and Integrated Media division's Bravo, Style, mun2, Telemundo, Fandango and Television Without Pity, in achieving record highs for their businesses.
In 2011, Oxygen added 44 new advertisers and numerous integration sponsors including Frito-Lay, Volvo, and T-Mobile, among others. A sponsorship from Microsoft's Bing for "The Glee Project" Fan Favorite competition became the most successful voting tool on Oxygen.com. Oxygen.com also set a pace to deliver its best year ever with average monthly unique visitors showing +32% year-to-year growth (through November). Additionally, OxygenLive has shown a +46% lift in average monthly unique visitors year-to-date versus the same period in 2010.
"Oxygen has demonstrated once again that it is among the most targeted and efficient means of reaching the youngest and most valuable women," said Jason Klarman, President, Oxygen Media. "With 'The Glee Project' and other marquee programming, we hyper-served our audience with the talent and franchises they have become obsessed with on every platform."
Oxygen's original programming continued to speak directly to young, "Generation O" women in various stages of transition-hood. This year saw, among others, a second season of "Hair Battle Spectacular," hosted by actor and model Eva Marcille, and the return of long-running Oxygen favorites like "Tori & Dean: Home Sweet Hollywood" and "Bad Girls Club," whose two seasons this year were set in Los Angeles and New Orleans. Recently, the network announced series greenlights for "The Next Big Thing (wt)," which will follow star-maker and music coach Trapper Felides as he trains a group of triple-threat performers for their big break into show business, "Brooklyn Crew(wt)," which is a powerful look at a group of girls and the events that tore them apart, and "Tanisha Gets Married (wt)" documenting the colorful path to a wedding for Oxygen star Tanisha Thomas. These titles will join Oxygen's schedule in 2012, marking a 52% increase in original programming year-over-year.
This year Oxygen also initiated a number of high-profile, trendsetting digital partnerships with innovative online companies around Oxygen's programming. These included a partnership with Broadcastr, the social networking site for location based storytelling, for series launches for "The World According to Paris" and "Bad Girls Club" and a partnership with Shazam, the music recognition app, to unlock additional exclusive content for fans of "The Glee Project." The OxygenLive app with Shazam integration won a 2011 Media Vanguard Award for "Best SocialTV Mobile Engagement Innovation" and "The Glee Project" OxygenLive finale won Outstanding Achievement in Marketing from the Interactive Media Council.
In social media, Oxygen currently has over 5.2 million followers across all social networks, showing 124% year-over-year growth since 2010. "The Glee Project" once again drove record numbers, with its official accounts including Facebook, Twitter, YouTube and Tumblr reaching over 431,000, a +375% increase since the series premiere. The total "The Glee Project" social universe increased a staggering +909%, reaching nearly 1.6M fans total through the end of the premiere season. Finally, at close of voting, the Bing Fan Favorite competition received over 3.7M votes, making it the most successful voting unit ever on Oxygen.com.
Source: Nielsen Media Research, Most Current Data: Live + 7 through 11/20/11, blended with Live + Same Day through 11/27/11. Cable ranks includes ad supported cable entertainment networks, and excludes networks that air in less than 50% of the daypart, among cvg rating. All program data= L7 data. Rentrak transactions through 11-27-11. TGP Reach = Total Viewers 6 min qualifier Total US. All telecasts (premieres and repeats) on Oxygen. Oxygen.com = Omniture includes Full Episodes, Hulu = Partner Portal includes full episodes. Social Media Mentions/Ranking = Trendrr.tv. VOD = Rentrak includes Full Episode.
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 "The Glee Project," "Bad Girls Club," "Hair Battle Spectacular" 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, 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. Oxygen is available in 77 million homes, and can be found online and on mobile devices at www.oxygen.com. Follow us on Twitter at www.twitter.com/OxygenPR. Oxygen Media is a service of NBCUniversal.