Discovery Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 22, 2008)


TARGET DEMOGRAPHIC:

Adult, 25-54, skews slightly more male (60%male/40%female.)

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

I WAS BITTEN, NOAH'S ARK: THE TRUE STORY, INSIDE THE TWIN TOWERS, MAN VS. WILD, WHEN ANIMALS STRIKE, DESTROYED IN SECONDS, MYTHBUSTERS, GIANT SQUID, DIRTY JOBS, NEXTWORLD

SCHEDULING STRATEGIES:

The biggest overall challenge was to replace the highest rated series, DEADLIEST CATCH which bolstered many slots in the schedule.  Major changes to the schedule with these new Series Premiering in August:  INTO THE UNKNOWN WITH JOSH BERNSTEIN, DESTROYED IN SECONDS, SMASHLAB, NEXTWORLD, SOME ASSEMBLY REQUIRED and DISCOVERY PROJECT EARTH.  New seasons of MYTHBUSTERS and MAN VS. WILD also premiered in August.

PROGRAM/SCHEDULE CHANGES:

JULY - AUGUST 2008:

-INTO THE UNKNOWN added Mondays at 10pm.
-DIRTY JOBS moves to Tuesdays at 8 and 9pm.
-SMASHLAB added to Tuesdays at 10pm.
-NEXTWORLD added to Wednesdays at 8pm.
-MAN VS. WILD added to Wednesdays at 10pm.
-DESTROYED IN SECONDS added to Thursday at 8pm.
-MYTHBUSTERS added to Thursday at 10pm.
-DISCOVERY PROJECT EARTH added to Fridays at 9 and 10pm.
-DESTROYED IN SECONDS added on Saturdays at 9pm.
-MAN VS. WILD added to Saturdays at 10pm.

PREMIERES:

**SMASHLAB - August 5, 10pm.
**NEXTWORLD - August 6, 8pm. 
**MYTHBUSTERS - August 6, 9pm.
**MAN VS. WILD - August 6, 10pm.
**SOME ASSEMBLY REQUIRED - August 7, 8pm. 
**RAGING NATURE  (SPECIAL) - August 18, 9pm.
**INTO THE UNKNOWN - August 18, 10pm.
**DESTROYED IN SECONDS - August 21, 9pm.
**DISCOVERY PROJECT EARTH - August 22, 9pm.

FINALES: **VERMINATORS - August 4, 10pm.

SEPTEMBER AND BEYOND:

PREMIERES/FINALES:

**DIRTY JOBS LABOR DAY MARATHON - Sept. 1, 9am-8pm.
**TALE OF THE BUILDINGS - Sept. 7, 8pm.

**ATTACK ON THE PENTAGON-September 7, 9pm.
**SECRET OF THE DINOSAUR MUMMY - Sept. 14, 9pm.
**TEN COMMANDMENTS OF THE MAFIA - Sept. 15, 8pm.
**RAGING NATURE (SERIES) - Sept. 21, 8pm.
**SQUID INVASION - Sept. 22, 9pm.
**SECRET SOCIETIES - Sept. 23, 9pm.
**SCANDALS OF THE ANCIENT WORLD - Sept 23, 10pm.
**DEATH MACHINES - Sept. 24, 9pm.
**ANIMAL OF UNUSUAL SIZE - Sept. 25, 9pm.
**EXPLOSIONS GONE WRONG - Sept. 26, 9pm.
**DIRTY JOBS - October 7, 9pm.
**KOPPEL: THE LAST LYNCHING - October 13, 10pm.
**IDITAROD - October 14, 10pm.
**TIMEWARP - October 15, 8pm.
**PROTOTYPE THIS - October 15, 10pm.
**STORMCHASER - October 19, 10pm.
**SURVIVORMAN - November 7, 9pm.

YEAR AGO/BIG PICTURE:

SHARK WEEK provided a good start to August but any gains were quickly lost due to the Olympics and the absence of DEADLIEST CATCH.  August 2008 was about the new Series launching and finding the right mix in the schedule. 

AUGUST 2008 PRIMETIME RATINGS ANALYSIS:

Overall, Discovery was down 22% in P25-54 and 15% in Households versus last year.  Only one night showed growth year-to-year.  Shark week pulled strong ratings while premieres of MYTHBUSTERS and MAN VS. WILD also did very well.

Mondays were down 12% in the P25-54 demo and Households against last year.  DIRTY JOBS moved back to Tuesday and was replaced with anthologies.  INTO THE UNKNOWN WITH JOSH BERNSTEIN premiered mid-month at 10pm with below average results.

Tuesdays became a double stack of DIRTY JOBS with a SMASHLAB chaser but it's not strong enough to replace DEADLIEST CATCH.  The night was down 31% in the P25-54 demo and 24% in Households.

Wednesday is the only night with growth in August with a modest rise of 4% P25-54 and 11% in households over last year.  New seasons of MYTHBUSTERS and MAN VS. WILD helped fuel this growth.

Thursday is down 25% in the P25-54 demo year-to-year .  SOME ASSEMBLY REQUIRED and DESTROYED IN SECONDS were weak lead-ins for MYTHBUSTERS at 10pm.

Friday is in transition for half the month which explains the 18% drop in P25-54 ratings against last year.  DISCOVERY PROJECT EARTH took over at 9pm and 10pm  late in the month.

Saturdays showed the greatest overall losses dropping 33% in the P25-54 demo and 29% in Households.  There were no consistent programs, all slots were anthologies in August.

Sundays were the second biggest night of losses at 33% in the P25-54 demo and 20% in Households.  The anthology slots were all repeats of series or existing programs, no big specials to speak of this month.

ADDITIONAL RATINGS ANALYSIS:

Lots of news from Discovery these days...about premiere program performance (notably DEADLIEST CATCH) and upfront announcements available on the ARCHIVES PAGE . 

PROGRAM ACQUISITIONS:

AN INCONVENIENT TRUTH

PROGRAM RENEWALS:

DIRTY JOBS; FUTURE WEAPONS; MAN VS. WILD; CASH CAB, GIANT SQUID

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

BEST EVIDENCE; I SHOULDN'T BE ALIVE; ROGUE NATURE; HAUNTING; EDGE OF EXISTENCE; HAZARD PAY; OIL SWEAT AND RIGS; GOING TRIBAL; SHARK WEEK; CASH CAB (AT NIGHT); BLUE PLANET; LAST ONE STANDING; STORM CHASERS

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