Oxygen Media Ends 2012 as Youngest Women's Network
via press release:
OXYGEN MEDIA ENDS 2012 AS YOUNGEST WOMEN’S NETWORK
AND #1 WOMEN’S CABLE NETWORK ON MONDAY PRIME FOR ALL KEY DEMOS
NEW YORK – December 12, 2012 – Driven by the strength of its unique programming slate and momentum in developing authentic original concepts, Oxygen Media earns its youngest year ever (35.3), pacing to finish the year ranked as a top 25 network for women 18-34 and the #1 women’s cable network on Monday prime for all key demos, according to Nielsen. As part of NBCUniversal’s portfolio, which has the Most Watched Cable Entertainment networks, Oxygen delivered 24 telecasts that attracted more than two million total viewers in 2012. This year was marked by digital milestones as well – Oxygen ranks as the #3 most social network to-date in the unscripted space, according to Bluefin, and mobile recorded its best year ever in video streams. Oxygen had a tremendous year of creative accomplishments, fueled by new and returning series that touched the passion points of young women, including the series “I’m Having Their Baby,” which became the network’s highest rated new series of 2012, averaging 806,000 total viewers. The series will return in 2013, along with the popular tattoo competition series “Best Ink,” with new host Pete Wentz. Both series will join the eagerly anticipated modeling competition series, “The Face,” starring celebrity supermodels Naomi Campbell, Karolina Kurkova, Coco Rocha and famed photographer Nigel Barker. “The Face” will premiere in February 2013. Not only did the network’s energized programming slate resonate with viewers, but with Madison Avenue as well, bringing in 15 new advertisers in 2012, including a unique integration with candy maker Brach’s and a multimedia partnership with ULTA Beauty for the upcoming launch of “The Face.” For more information, visit www.oxygen.com and follow us on Twitter at www.twitter.com/OxygenPR.
“Oxygen has successfully transformed into a multiplatform entertainment destination for young, diverse and socially engaged women,” said Jason Klarman, President, Oxygen Media. “With an incredible year of creative growth, we have extended the brand by delivering even more authentic and emotional series with ‘live out loud’ characters that speak to our audience like never before.”
After pushing towards a 50 percent increase in original programming in 2012, two freshman series “My Shopping Addiction” and “Girlfriend Confidential: LA” strengthened the network’s female-skewing Monday night lineup and propelled Oxygen to a top five cable network standing among women 18-34 in the 11pm timeslot. Fan favorite series “Bad Girls Club” continues to be a ratings powerhouse, and the #1 most social series in cable with nearly 17 million social mentions in 2012 to-date. The series continuously out delivers broadcast networks ABC and CBS among women 18-34 in the Monday 10pm timeslot, averaging 2.3 million total viewers, 1.4 million adults 18-49 and 1.1 million women 18-49. “Love Games: Bad Girls Need Love Too” continues to grow in its fourth season, with the premiere episode (11/5/12) earning 1.5 million total viewers and 590,000 women 18-49, up double digits from the prior year’s season premiere (85 percent and 61 percent respectively). “The Glee Project” closed out its season two run (8/14/12) seeing contender Blake Jenner of Miami, Florida land an unprecedented seven episode arc on the hit series “Glee.” The critically acclaimed series earned a season high with 821,000 total viewers. Additionally, Oxygen’s true crime series, “Snapped,” has become a favorite “must watch” in its ninth season, marking impressive triple-digit growth from its inaugural season and averaging 676,000 total viewers.
Oxygen continues to be a social media trendsetter and a leader in engaging modern young women, wherever they are, with popular, award winning features and tools online. This year saw multiple digital initiatives that enabled the network to engage with viewers on a deeper level and across all platforms such as the Oxygen Live app, the first Zeebox integration with the “Bad Girls Club” reunion and “The Glee Project” live reunion after show hosted by casting director Robert Ulrich and NeNe Leakes of NBC’s “The New Normal” and Bravo’s “The Real Housewives of Atlanta.”
Oxygen Mobile posted an impressive 111 percent increase in video streams, 89 percent increase in average monthly uniques and 51 percent increase in average monthly page views, compared to the previous year. Oxygen’s Facebook and Twitter accounts continue to climb, including “Bad Girls Club” with nearly 4.7 million Facebook “likes” and over 207,000 followers on Twitter.
Earning numerous accolades, Oxygen was honored with a CableFax “Best of the Web Award” for “The Glee Project,” in the category of Best Social Media Campaign. The network was also the recipient of several programming awards for “The Glee Project” including a Gracie Award for Outstanding Reality Show, a NATPE Innovator Award and a Realscreen Factual Entertainment Award for Outstanding Achievement in Music. Additionally, Oxygen was given three Silver CTAM Mark Awards for stellar marketing and ad sales marketing campaigns and partnerships, and a Silver PromaxBDA award for a creative promotional/premium item.
Source: Nielsen Media Research, Time period data based on Most Current Data: Live + 7 through 11/11/12, blended with Live + Same Day through 11/25/12. 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, cvg rating. All program data= L7 data. women’s networks include LIF, LMN, WE, OWN, & OXY; Adobe SiteCatalyst (Omniture); Blue Fin Signals; Facebook; Twitter. Nielsen, Live 7, 12/26/11-11/18/12, Prime/ MSu 8p-11p, people 2+ Ad-supported Cable Entertainment networks by media company
About Oxygen Media
Oxygen Media is a multiplatform entertainment 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,” “Best Ink,” “I’m Having Their Baby” and “Bad Girls Club,” the growing cable network is the premier destination to find unique and groundbreaking unscripted programming. “The Glee Project” is a winner of a 2012 Gracie Award which honors programming created for women, by women and about women for “Outstanding Reality Show.” 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 80 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 part of the Entertainment & Digital Networks and Integrated Media division of NBCUniversal, which includes Bravo Media, Style Media, Sprout, mun2, Telemundo, DailyCandy, Fandango and Television Without Pity.