ON TARGET: Why Shooting, Hunting and Fishing Shows Are Suddenly Relevant

By Mark Robichaux -- Multichannel News, 4/12/2010 12:01:00 AM

By the latest count of the federal government, fewer people have been fishing and hunting in the U.S. over the past decade for a variety of factors, including an aging demographic and habitat loss.

So why are there more hunting, shooting and fishing shows on TV than ever? Not just more shows, but more channels, online content and personalities?

The particular reasons for the increased attention are as diverse as the demographic of the audience: fears that President Obama will push for stricter gun-control laws, a down economy and, perhaps, “kill shots.” And while the fin-and- fur genre on TV is decidedly small, it shows how even in the maturing business of cable TV, some niches are still growing — and are still worth pursuing.

The long-term trends are unsettling because hunters and anglers are by far the biggest contributors to wildlife conservation. Taxes on guns, ammo, and state hunting and fishing licenses generate several hundred million dollars that go toward local wildlife agencies every year. It could be particularly troubling for cable networks — a disappearing audience is not exactly a growth market.

Five percent of the U.S. population 16 years old and older — 12.5 million people — hunted in 2006, according to the U.S. Wildlife and Fisheries Service. From 1991 to 2006, the number of all hunters (16-plus) declined by 11%, while spending on hunting supplies increased 24%. From 1991 to 2006, the number of all anglers (16-plus) declined 16% to 30 million, and expenditures increased 18%.

But the networks and groups that cater to the rod and gun enthusiasts say there’s reason to believe that the federal government’s statistics may be dated now, and there are signs that more people are shooting, hunting and fishing. “The genre remains healthy — there’s still eager demand for this content,” said Willy Burkhardt, president of seven-year-old Sportsman Channel, which reaches more than 25 million subscribers, a fraction of what fully distributed networks reach. “It just hasn’t been served all that well. Quality of service has gone up.”

And the audience has the potential to be big game. “The size and intensity of the outdoor genre, including hunting and fishing, represent a huge cross section of the male population. They’re passionately engaged and committed — in that lies a significant opportunity for growth,” said Outdoor Channel CEO Roger Werner, former CEO of Speed Channel and Outdoor Life Network, which was rebranded as Versus in 2006.

“You take all the golfers and all the tennis players, combined, and they still don’t total as many as the people who fish in North America,” said Mark Rubenstein, CEO of the four-year- old World Fishing Network, which now reaches nearly 4 million subscribers. “This is a pure play.”

Lately, equipment shows for outdoor enthusiasts are setting attendance records, and the latest data from states suggests an uptick in shooting, hunting and fishing. Some forecasts say the outlook is slow, but better than it’s been in years past. The outdoor channels hope to prey on this trend, luring more viewers with updated production techniques, celebrity hosts with attitude, online how-to clips and public-affairs campaigns, such as Sportsman Channel’s “Hunt. Fish. Feed.” tour to contribute harvested quarry to local food banks.

The field is now the province of a few hearty players, mostly stationed on digital tiers, all of whom say demand is strong among distributors. Outdoor Channel, Nielsen-rated and publicly- traded, gained 5 million new subscribers, or nearly 16%, last year to reach 34.5 million homes. Sportsman Channel is owned by Leo Hindery’s Intermedia Outdoors, which also owns a portfolio of 15 magazines, including Guns and Ammo. Smaller players include World Fishing Network, The Pursuit Channel (another hunting/f ishing network) and In Country. Comcast-owned Versus offers some outdoor content, while ESPN airs such shows mostly on weekends.

Some of the newest shows revolve around the growing sport of shooting. Purchases of guns and ammunition around the U.S. rose beginning in 2008, according to permit data and trade groups — a response to the fear that President Obama or the new Congress would at some point pass a law restricting gun rights. Reflecting that trend, a new National Shooting Sports Foundation poll conducted by Harris Interactive found that more Americans are target shooting now than six months ago. The main reason: “home and personal defense.”

Whether it’s post-9/11 security fears, or the need to fire off a few rounds at the range, Outdoor Channel offers nearly a dozen shows on shooting, including The Best Defense and American Guardian TV. And Sportsman has its own lineup, including Handguns and Tactical Impact, which offers tips on situations ranging “from clearing a house to mounting a night assault on a fortified enemy.”

The down economy may actually be helping boost hunting and fishing numbers. The NSSF released a 12-state census in March that shows hunting license sales rose by 3.5% in 2009 and noted, “It is possible that people have more time to hunt and that hunters take the opportunity to fill their freezers.”

Fishing numbers are equally strong. In 2009 fishing-l icense sales grew by 4.7% in the 12 states that participate in the American Sportfishing Association’s licensesales index. Both sports require little in the way of entry costs, but both have potential for expensive gear and travel options — a point not lost on network ad-sales teams.

Even if the next federal wildlife census shows flat growth in hunters and anglers, networks are encouraged by the fact that spending forecasts call for steady but slow growth; the one exception is in boat sales.

Part of the lure of the newer shows, network executives said, is that they’ve evolved so much from the product ion techniques of just five or so years ago.

For example, rock ‘n’ roll soundtracks are popular between hunt scenes. Additionally, the so called “kill shots” — in which the quarry’s death is recorded, were verboten up until a few years ago. Now they’re commonplace. While non-hunters may flinch, the shows are trying to capture the adrenaline- fueled moment when an animal is harvested.

“They should not be shy about showing energy and excitement,” said Bill Brassard, a spokesman for the NSSF. “There needs to be a respect for wildlife and good shows have that balance.”

Burkhardt of Sportsman, whose audience is roughly 25% women, said, “The genre has slowly spread its wings in terms of the styles. There’s much more emphasis on host and story telling and the ‘how to’ element. And it’s increasingly travel-focused.”

And personalities sell. One of Sportsman’s biggest stars, for example, is Kim Bain-Moore, the beautiful blonde star of the fishing show Breaking the Surface, and the fi rst woman ever to compete in the 39-year history of the Bassmaster Classic. On the other end is the network’s Arrow Addiction featuring irreverent host Chris Brackett.

Outdoor’s Werner said his network’s sales force is bringing in new advertisers such as Miller Beer, Golden Corral Restaurants and Ford Motor, based on its concentration of male viewers.

“If you’re selling beer or blue jeans” to middle America, Werner said, “we’re one of the best buys.”