Youngest and Fastest Growing Women’s Network in Adults 18-49 Takes Breakthrough Social Media Platform OxygenLive Analog. On the heels of a phenomenal year of record breaking growth across every ratings and financial metric, and coming off its best quarter ever across all key demos, Oxygen Media announces a robust schedule increasing its programming slate by 35% in 2010 (vs. ’09). Four new original series will join the schedule including “Hair Battle Spectacular,” “Jersey Couture,” “The Russell Simmons Project” and “House of Glam.” The Network has green lit two new pilots: “Tori and Dean Weddings,” with Oxygen’s favorite celebrity couple, and “Who Wears it Best,” Oxygen’s first fashion game show. The development slate includes two new titles, “Bachelorette Party” and “Make Me Under.” Additionally, the Network will continue its aggressive position in social media with its “Oxygen Live” real time water cooler, which, as previously announced, will support every original series with a live digital viewer experience and will go analog in 2010. The announcements were made today by Jason Klarman, General Manager, Oxygen Media.
Called “one of cable’s hottest networks,” Oxygen broke several ratings records in first quarter 2010, hitting record highs with its docu-reality series, “Bad Girls Club.” The program became Oxygen’s best performing series ever, boasting six telecasts to deliver over two million viewers and on several occasions topped nearly all shows on broadcast and cable in the 10PM hour among W18-34. Oxygen was the #1 television network in the 10PM hour twice in the key W18-34 demo. The network, which ranks #18 among cable networks reaching W18-34 (up from #21 in 1Q09), also marked several other milestones in 2009-2010, with double digit growth on air among key A18-49, A18-34 and total viewers vs last year and double and triple digit gains experienced by the network’s burgeoning digital properties. In addition, the Network saw its ad revenue increase by 15%; digital revenue increase by 106% and international revenue increase by 96% (’09 vs. ’08).
In January 2010, Oxygen.com broke the one million mark for unique visitors up +68% year to year. Oxygen mobile experienced enormous success with a 208% increase in page views year to year and an astounding +290% jump in monthly uniques year to year. And as a result of the powerful performance of www.OxygenLive.com, the network’s revolutionary real-time viewing platform, executives announced plans last month to incorporate a social media component into all original programming initiatives 52 weeks a year. OxygenLive.com has had more than 14MM page views and over 264K uniques since its launch in Dec. ’09. In 2010, Oxygen Media is taking the Oxygen Live strategy analog which means for the first time the Network will aggregate viewer tweets, status updates and comments and insert them live into the programming which allows viewers to be a part of the show, interact with the program, talent, each other and all at the same time.
“We built out Oxygen’s ‘Live Out Loud’ brand on every platform and have seen phenomenal growth in ratings and revenue,” said Klarman. “Both viewers and advertisers have embraced the new Oxygen.”
Added Amy Introcaso-Davis, SVP Original Programming and Development, Oxygen Media, “this new programming and development slate represents a wide array of boisterous and unique characters and story lines that speak directly to Generation O. It’s relatable, aspirational, original and most importantly, fun.”
Over the last two years, nearly 100 advertisers have partnered with Oxygen Media — 67 new advertisers have committed to the Network in 2009: Boost Mobile, Bluefly.com, Chrysler, Gap, Geico, Kelloggs, Kodak, McDonald’s and Novartis to name a few. So far, in 2010 Oxygen has added 28 new advertisers including Avon, IKEA, Kimberly Clark, Nivea, Pepsico, Seventh Generation, State Farm and Target.
“Oxygen has powerful momentum in the marketplace proved out by the response we’ve seen from the ad community,” said Susan Malfa, Senior Vice President of Ad Sales, Oxygen Media and Bravo Media. “Nearly 100 new advertisers have partnered with Oxygen since 2009 and we’ve been able to demonstrate to our clients the power of reaching this young engaged woman in ‘transitionhood’ – a life stage in which she is buying and spending to acquire what she needs for career; home or family.”