Bad Girls Club Sees 77% Growth in Key Demo (W18-49), Breaking Two Million Viewer Mark for first time in Oxygen History

Categories: Network TV Press Releases

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March 1st, 2010

via press release:

Bad Girls Club” Sees 77% Growth in Key Demo (W18-49), Breaking Two Million Viewer Mark for first time in Oxygen History

New York, March 1, 2010 -- OxygenLive, a real time destination launched in December 2009 that gives fans a chance to socialize, interact and react to a show as it airs, will go live 52 weeks a year for all originals, announced Jason Klarman, General Manager, Oxygen Media.

OxygenLive Proven Ratings Driver

First launched on the East Coast, www.OxygenLive.com helped drive ratings up +89% vs. the prior season in East Coast markets.  After five episodes, the network launched OxygenLive West and grew West Coast ratings from +14% year over year to +73%, among A18-49.  Those results have powered Oxygen to beat broadcast networks in key demos for “Bad Girls Club” premieres.  It’s also driven web traffic with the Bad Girls site ranking among the top five cable show sites, finishing #2 last week. And, the girls dominate Twitter every Tuesday night, often comprising five of the 10 top trending topics.

"OxygenLive creates a live television experience with non-live programming,” said Klarman.  "That 'live' event, real-timewatercooler has driven huge viewer engagement and extreme ratings growth."

OxygenLive will be activated for all original Oxygen programming including the network's new dating competition show, "Love Games: Bad Girls Need Love Too" premiering March 16th and for the new season of 'Tori and Dean: Home Sweet Hollywood' when the show returns to its new home on Monday nights beginning April 5th anchoring a second night of programming for the network.

Jen Kavanagh, Vice President Digital and New Media Oxygen added, “We've been tracking the social behavior of our audience for a long time, before it was ‘cool.’ We knew that developing an experience that hyper-served this behavior would reshape the way this generation watched television forever and for the better. Commiting to it for all shows, both coasts was a no brainer.”

Bad Girls Club” Ratings Growth Breaks All Network Records

"Bad Girls Club" has catapulted in the ratings with recent episodes breaking the two million mark-- the most in the network's history. Double digit ratings growth is only part of the story--the network has also prospered in the coveted demos with A18-49 (up +73%), W18-49 (up +77%), W18-34 (up +69%), A18-34 (up +65%), and total viewers (up +82%) year over year, according to Nielsen Media Research.

OxygenLive Launches Live Video with Ustream

Tomorrow night Oxygen will launch its partnership with live streaming platform Ustream.com. Following the March 2 edition of “Bad Girls Club” at 10 pm ET/PT, Tanisha from season two of the show returns for the network's first-ever live episode of Oxygen's "After Hours," an online companion show on www.OxygenLive.com.

Launched on December 1, in conjunction with the fourth season premiere of the "Bad Girls Club," Oxygen’s goal withwww.OxygenLive.com was to bring its brand to consumers wherever they were and create a platform-appropriate experience for them around its original programming.  Every Tuesday, Oxygen launches its social dashboard -- including live feeds from Twitter and Facebook – offering a live chat with cast members and Oxygen producers as well as interactive voting on hot topics.

Source: BGC SSN 4 (12/1/09-2/16/10) vs SSN 3 (12/2/08-3/3/09) = Nielsen Explorer P18-49 LS data premieres only. East/West Coast viewing = Npower, 12/2/08-3/3/09 vs 12/1/09-2/16/10 BGC PREM only. P18-49 Live Total US. East – Northeast, East Central, Southeast. West – Pacific, Southwest, West Central.

Source: Hitwise, Week ending Feb 20. percentage share of US sites among 30 cable networks' websites excluding sports andchildren's programming.

About Oxygen Media

Oxygen Media is a multiplatform lifestyle brand that delivers relevant and entertaining content to young women, wherever they are. Oxygen is rewriting the rulebook for women's media, with a vast array of unconventional and original content including "Bad Girls Club," "Dance Your Ass Off" and "Tori & Dean: Home Sweet Hollywood." Popular features online includeOxygenLive, shopOholic, makeOvermatic, tweetOverse and hormoneOscope. Available in 75 million homes, online atwww.oxygen.com, or on mobile devices at wap.oxygen.com, Oxygen Media is a service of NBC Universal.

 
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