Oxygen Media delivers its highest quarter ever in network history among all key demos and total viewers, according to Nielsen Media Research. Propelled by the phenomenal success of “Bad Girls Club,” Oxygen’s first series to average over one million viewers A18-49, and “Love Games,” the network’s highest rated freshman series, the network posted growth in all key demos including double digit increases year-over-year among A18-34, A18-49 and total viewers.
“Love Games: Bad Girls Need Love Too” made Oxygen history as the highest rated and most watched series premiere among all key demos, total viewers (1,513,000), W18-49 (624,000), A18-49 (800,000), W18-34 (472,000) and A18-34 (604,000). The freshman series also experienced gains up +9% A18-49, up +11% W18-34 and up +9% W18-49 in its second week. For the quarter, Oxygen averaged 148,000 A18-34 (up +12%), 271,000 A18-49 (up +11%), 200,000 W18-49 (up +6%), 115,000 W18-34 (up +8%) and broke through the top 20 among all ad-supported cable entertainment networks ranking #19 among the all-important W18-34 (up from #21 from 1Q09). The network also ranks #22 among W18-49 and #26 among A18-49. This was also Oxygen’s youngest quarter ever with a median age of 38.2.
“Its definitely been a ‘live out loud’ quarter”, said Jason Klarman, General Manager, Oxygen Media. “It’s the perfect time to launch our second night of originals and demonstrate the value of Generation O in the upfront.”
Social Media Drives Multiplatform Success
In addition to analog rating success, Oxygen has broken out in the social media and digital space powered by its 52 week a year real time water cooler www.OxygenLive.com. Oxygen’s Bad Girls has dominated Twitter on Tuesday nights, with BGC terms often accounting for 5 or more of the top 10 trending topics. Last week “Bad Girls Club” was also the #10 Twitter trending topic for the entire week, while the BGC site at Oxygen.com was a top 10 site among all cable and broadcast show sites for the quarter.
Oxygen.com is also celebrating its best quarter ever with significant increases in uniques (up +99%), video streams (up +196%) and page views (up +109%) vs. last quarter. In addition, Oxygen Mobile also experienced new heights with its best quarter ever with page views up + 117% and monthly uniques up + 144% (from 1Q09). And VOD performed extremely well with “Bad Girls Club” outpacing all other NBCU VOD offerings in first quarter.
“Bad Girls Club” season four marked the launch of its groundbreaking real time water cooler destination, www.OxygenLive.com, giving fans a chance to socialize, interact and react to a show as it airs. Proving social media can drive ratings, OxygenLive saw triple digit growth since its launch during “Bad Girls Club” season premiere. Since its launch in December 2009, Oxygenlive has grown +161%. The social experience has generated over 14 million page views and attracted 264,000 unique visitors. In addition, the show site experienced double-digit growth compared to season three with weekly uniques for the “Bad Girls Club” site up +73%.
OxygenLive is activated for all original Oxygen programming including the network’s the new season premiere of “Tori and Dean: Home Sweet Hollywood” when the show returns to its new home on Monday nights beginning April 5 at 10pm ET/PT, anchoring a second night of programming for the network.
Source: Nielsen Media Research, Time period data based on Most Current Data: Live + 7 through 03/ 14 /10, blended with Live + Same Day through 03/2 8/10. Individual telecast and single day 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: Omniture SiteCatalyst, Oxygen.com- Q110 through 3/29/10 vs. Q409; Oxygen Live- 12/1/09 – 3/23/10; Oxygen Mobile – Q110 through 3/29/10 vs. Q109; Experian Hitwise
Source: Rentrak through 3/14/10