• Mediaweek, Tuesday, October 28, 2008 9:30 AM

Female-targeted Oxygen is a sassier, scrappier kid sister to the more stylish sibling network Bravo. Bravo's owner NBCU bought Oxygen about a year ago for a hefty $925 million. Since then, ratings among women 18-49 have soared at both nets.

To understand the difference between them, consider this. Bravo's Heidi Klum and Oxygen's Tori Spelling were born just days apart in 1973, yet the valet at The Polo Lounge probably won't ever mistake their respective rides.

Sales execs at Bravo and Oxygen Media also emphasize the similarities of their combined audiences. In both groups, female prime-time viewers are likely to have four years of college and nearly half have annual household incomes of $100,000 or more, per Nielsen.

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