Thanks to Walt Wolansky for this article:

Spike Set to Slide?

Spike Set to Slide?

Anthony Crupi

DECEMBER 19, 2005 -

In a year that saw cable networks continue to grow ratings despite increasing audience fragmentation, Spike TV stood out, boosting its viewership among its core demos with a programming slate locked in on young males.

Trouble is, in September, the network lost the World Wrestling Entertainment, its most popular franchise, which has led some observers to predict that Spike is in for a significant ratings slide in 2006.

By any yardstick, Spike had a stellar year, increasing its prime-time viewership 29 percent through Dec. 4 and growing its men 18-34 audience by 13 percent and men 18-49 14 percent. But Turner chief research officer Jack Wakshlag said that without the WWE juggernaut, Spike’s big numbers “will go away…The gains they made won’t be there next year.”

Since the WWE jumped over to USA Network early this fall, Spike’s Monday-night ratings have dropped significantly, dragging down the rest of the week. For the week ending Dec. 11, Spike lured 1.35 million total viewers in prime, a drop from its year-to-date average of 1.54 million. The net was also down among adults 18-49s, averaging 697,000 viewers in prime versus an average of 809,000.

In contrast, USA has averaged 5.1 million total viewers for wrestling, making it the top-rated basic cable net on Mondays among total viewers (4.2 million), adults 18-34 (1.06 million) and 18-49 (2 million).

Spike TV executive vp, general manager Kevin Kay dismisses talk of a ratings collapse, pointing to the twin successes of the net’s CSI reruns and its Ultimate Fighting Championship programming. “When we walked away from the WWE, we knew Monday nights were going to be tough,” Kay said. “But the strength of our other programming and the way we package our movies keeps us up the other six days.”

Moreover, Spike is finishing stage one of a massive original programming initiative, prepping three new shows for launch in first quarter 2006. A slate of other projects, including pilots from the producers of The X Files and Rescue Me, are also being scripted out.

Kay said he doubts the net will make a play for National Football League games: “I don’t think the big-league license fees are for us.”

Ray Dundas, Initiative’s senior vp, group director, national broadcast, said that Spike has fared well in its mission to “create an identity for young men to be drawn to,” adding that the original programming strategy could yield dividends. But losing the WWE is going to sting. “They lost a highly visible property that appeals to young men and can be used to promote the other six nights. They walked away from a great opportunity.”