LOS ANGELES (MarketWatch) -- Apparently, America didn't want to see sexy back.
The Victoria's Secret Fashion Show, an extravaganza featuring scantily clad supermodels and singer Justin Timberlake singing his hit song "SexyBack," suffered a precipitous drop in ratings last week when compared with the 2005 airing on CBS.
The ratings slide is likely to raise the question of whether the annual lingerie display will continue to see the light of day on prime-time television.

The Dec. 5 show ended up in 59th place among all shows for the week, down more than 20 spots from last year's 38th-place ranking, and was hit with its worst showing ever. It captured 6.8 million viewers, or 4.6% of households with televisions on at the time, said Frank O'Neill, director of broadcast television research for CBS (CBS : CBS Corp New
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CBS31.08, -0.25, -0.8%) .
"It's actually dropped each year," O'Neill said.
He added that the show's ratings have steadily fallen from a 7.2% share of households at its first airing in 2002. At that time, it captured 10.5 million viewers. The show didn't air in 2004 in the aftermath of a Super Bowl debacle in which Timberlake and singer Janet Jackson's infamous "wardrobe malfunction" resulted in the exposure on national television of Jackson's breast.
Victoria's Secret executives weren't available Wednesday for comment


CBS spokesman Chris Ender said no programming decision had been made as to whether the show would return next year. He did say, though, that it generates a "disproportionate" amount of publicity prior to its airing and gives the network original programming at a time when CBS usually airs reruns.
Ender added that an unusual amount of attention is devoted to the ratings of Victoria's Secret broadcast, which occupies an infinitesimal amount of the network's 52-week schedule.

Further, the 10 p.m. Tuesday time slot has been a rough one for CBS, as two shows, "Smith" and "Three Pounds," have gone up against NBC's "Law & Order: SVU" and lost the ratings battle.
"Admittedly, the [fashion show's] ratings were not what we hoped for this year," Ender said.

Ender would not comment on whether the low ratings would results in givebacks to advertisers. Sometimes, a network will have to pay back some revenue to advertisers if a show doesn't reach a certain ratings level.
"We still make money with the broadcast," he reported.
The show is considered a critical marketing tool for Victoria's Secret and its parent, Limited Brands (LTD : limited brands inc com
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LTD27.48, +0.13, +0.5%) . When the event was taped Nov. 16 at the Kodak Theater in Los Angeles, Victoria's Secret Chief Executive Sharen Jester Turney noted that the company spends $9 million to $10 million each year to air the show.
It gives the company an hour-long time slot in which more than two dozen supermodels display a number of the underwear specialist's latest offerings, she noted.
"It is so powerful that today we have not been able to think of a better idea than the Victoria's Secret fashion show," Turney said at the time.
Victoria's Secret has become the dominant force among the Limited Brands companies, capturing more than 60% of the company's overall sales. Other Limited companies include Bath & Body Works, Express and Limited Stores.
In the third quarter, Victoria's Secret posted the greatest same-store-sales growth of all the Limited divisions, with sales at stores open a year or more climbing by 17%. It is such a dominant force in the company that it's created speculation that Limited might spin off Victoria's Secret.
Company officials have said they wouldn't comment on a possible spinoff.
While the ratings news may have been a sour note for Limited, its shares didn't show it. The stock ended the day up 33 cents, or 1.1%, to $30.92 at the close.
The Victoria's Secret ranking, meanwhile, was a small blemish for CBS, which captured its 12th consecutive ratings win for the week Dec. 4-10. The network had six of the week's top 10 shows and 13 of the top 20. Its "CSI" was the top-ranked show for the week.
CBS shares ended the day up 9 cents at $31.39

My opinion. They should do another tour. like they did in 2004. The VS company has to publicize the show much better. Me being a fan of the show. I hardly saw any publicity going on.

When they did the 2004 AAA Tour. The show's ratings increased in 2005, but at the 2006 show the ratings where decreased again.

I don't think the show would be cancelled, but the ratings are low. It costs millions of dollars to do the show. So the company might start losing money on this. But if anything bad comes, they can move the show on the internet again or put in on Pay-Per-View.


I say do another AAA tour in 2007 and comeback with the show in 2008. They need to market the show alot better.

That's surprising. I never thought that Victoria's Secret would be in crisis. I really hope that they don't cancel the show, it would be such a tragedy. I don't know much about publicity but I think a tour wouldn't be a bad idea. I don't live in America so I missed everything going on in 2004. But if a tour is what it needs then I don't see why not.

I wouldn't see it as a tragedy... I mean... 2004 brought up several other things farther than VS show..
the Pirelly Calendar for example...
and I think that maybe if that happens, will "force" models to consolidate more in a wider span of activities... and maybe open diffusion to other catwalk shows not so famous to be diffused on the net at least..

I don't know.. I feel that places like here have been diverted too much to VS show, as if it were the most important even in the fashion show, and as Tyra Banks said on ANTM this year: "Fashion and fashion models is much more far from VS"

But I also think the show won't be canceled, but they will have to change several things from the format.. to make it more... attractive.. to regular, non-fashion average public, because if they keep the same format, still will be elitist, and will be losing public...

I feel that...

The reason why the forum has been diverted to the VSFS so much because its supermodels walking in lingerie. Thats the reason.

But amongst other things. the show ISN'T targeted to only the fashion audience its targeted out in the public. They hosted the show in hollywood, invited celebrities so the show isn't made for "fashion" people it was indeed made for the public to see. The show started to take a mind on its own back in 2001. But after the AAA tour. The show was basically targeted out to the public.

2

quote:

Originally posted by Ralley22:
The reason why the forum has been diverted to the VSFS so much because its supermodels walking in lingerie. Thats the reason.

But amongst other things. the show ISN'T targeted to only the fashion audience its targeted out in the public. They hosted the show in hollywood, invited celebrities so the show isn't made for "fashion" people it was indeed made for the public to see. The show started to take a mind on its own back in 2001. But after the AAA tour. The show was basically targeted out to the public.

1. Then the SI videos would be more famous, since then would tend to show a little bit more than the VS
2. Precisely those "CELEBRITIES" are the main target of fashion, if you think that the general public is able to buy one of those collection peaces, you are quite wrong. Paying several hundreds - if not thousands - of dollars (not taking in account the fantasy pieces, then we would be talking about millions), for a lingerie is quite out of the question to the average public. Fashion world is not only designers or makers, also their buyers are part of... didn't know that? in any course of marketing will tell you that. And the target of that collection ARE celebrities.
3. Then you say there were TWO AAA tours? (I don't like AAA term for Angels Across America, I identify that with Anonymous Alcoholic Association)one before 2001 and other on 2004?
4. Precisely that is my point. Maybe they think is targeted to the general public, but is quite a failure. In the same article you posted, it says that the maximum audience is about 10 millions.. and down steadily. If that 10 million people is the general public, then I am Napoleon....

Exactly what I am arguing is that: they are NOT reaching the public. And sure is not matter of publicity, and posting the show in PPP or in the net, for sure will be more damaged. Take the case of NFL or Football World Coup: when they tried, they lost. And I would bet that a regular season game Dallas Cowboys vs Philadelphia Eagles carries much better numbers than VS (an average audience in Mexico for a Pumas UNAM vs America football soccer game in regular season carries much better numbers, and is at least twice a year. Fount: TELEVISA Sports).

My argument is, to be clear and plain:
1. NOT ALL FASHION AND MODELING IS VS, THERE IS MUCH MORE THAN THAT
2. IF VS WANTS TO INCREASE AUDIENCE, THEN THEY HAVE TO CHANGE STRATEGY, since with the current, obviously is not working
3. Models have a wider field than just VS, and would be a good idea for them to develop also in other modeling areas
4. This site have wider objectives than VS

I guess now is clear enough

quote:

Originally posted by Borono:

2. Precisely those "CELEBRITIES" are the main target of fashion, if you think that the general public is able to buy one of those collection peaces, you are quite wrong. Paying several hundreds - if not thousands - of dollars (not taking in account the fantasy pieces, then we would be talking about millions), for a lingerie is quite out of the question to the average public. Fashion world is not only designers or makers, also their buyers are part of... didn't know that? in any course of marketing will tell you that. And the target of that collection ARE celebrities.
3. Then you say there were TWO AAA tours? (I don't like AAA term for Angels Across America, I identify that with Anonymous Alcoholic Association)one before 2001 and other on 2004?
[/QUOTE]

but the "collection" pieces are just for entertainment value. The use the lingerie they sell, and "decorate" it but I guess people don't understand WHY they do that. I always hear "I think walking with a pair of wings hooked to a bra is unrealistic" people (public) doesn't get the idea that its an illusion like a broadway show. (but at first i was confused of the "point")

and I was talking about only one AAA tour. But the ratings DID increase afterwards, then they decreased. but it seems their strategy is off. i don't know why. they should be proffesional enough to target the audience the right way.

they will figure it out...maybe.

but i do know that buyers are part of the industry too. Fashion is Art...and they make it look glamarous and give the illusion. the VS show does give a sort of value entertainment...

Well, it would be tragedy if we won't see any VS Show in 2007. They have to find new strategies to increase the ratings. They have to advertise the brand widespread and must not be remain only with USA. Introducing and Ad's are very important they are directly proportional with ratings. For example in Turkey public do not know well about VS , maybe the prices but I think the reasion is all about that there are no shops. VS has to become widepread all around the world by their stores. If the brand will become well-known, people will follow the progress, the new products etc.. so they want to watch VS shows. From now on, VS must not be watched only for models, also ladies must watch it for products.

Btw, they've already exaggerated the show by new effects, gadgets etc.. but they must change it to an entertainment show to get attention of public, only fashion lovers and hornful males are watchin' it.

VS deserves ratings, attentions, coz it is the brand that makes models famous. It is the gate of being succesful for models.

I think the show this year is very similar to last year one, selling the same things, supermodels gorgeous blackgrounds,and the same concepts,sexy,angels,wings......

VS Company spent a lot for the show every single year as they are trying to make it better and better, but after watching the show this year i found that the show is great and wonder how next show can be improved.

Although supermodels with lingerie attracted many audience even foreigners like me,it gave us no motivation to follow. Yes, the show looks prefect, but the ideas are bored.

quote:

Originally posted by soguilt:
Although supermodels with lingerie attracted many audience even foreigners like me,it gave us no motivation to follow. Yes, the show looks prefect, but the ideas are bored.

See what I mean??
that is why I said that they have to change strategies... that is a clear point of what I was trying to say!!!

it does make alot of sense. its fun to watch...but VS needs to come up with a stronger point of WHY should the regular audience watch the show.

quote:

Originally posted by Ralley22:
it does make alot of sense. its fun to watch...but VS needs to come up with a stronger point of WHY should the regular audience watch the show.

I trully agree with you. They must adress to regular audience by "not exaggerated" products and prices. Also I'm still proposing, opening stores at outside of USA.

but they are...
I mean, in Mx there is no A VS Store, but you can find VS models (several, not a few) on the main department stores and some fashion stores..

Also in England and France, and I believe in other Europe, Canada and Japan should be....

But prices are too high .....

I mean Victoria's Secret must advertise their brand, people understand that VS shows are an entertainment, fun shows, and I think so. For example in Turkey people can not find VS products, only requesting form internet and I'm applying that method for my girlfriend. Anyway they should open thier "Offical Victoria's Secret Store"'s in other countries, not only finding them in well-known fashion stores ..

Agree 100%!!!
I would do anything to have a VS store here in Germany...but nooo...not even one!
I think they would sell a lot here even with high prices...and it would become more popular which would probably lead to higher ratings for the fashion show...