Discovery Performance/Schedule Analysis - July 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 21, 2008)


TARGET DEMOGRAPHIC:

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

JUNE 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

AFTER THE CATCH, DEADLIEST CATCH, NOAH'S ARK: THE TRUE STORY, EGYPTS TEN GREATEST DISCOVERIES, WHEN ROME RULED EGYPT, HOW ITS MADE, MYTHBUSTERS, DIRTY JOBS, AMERICAS DEADLIEST SEASON, VERMINATORS

SCHEDULING STRATEGIES:

Crabs are good (in the form of DEADLIEST CATCH) which dominated the July lineup by filling 32 primetime slots. That measures up to a whopping 38% of Prime.  HOW ITS MADE came back into prime on Thursdays. DIRTY JOBS and MYTHBUSTERS also had a heavy rotation in the anthology slots throughout prime.

PROGRAM/SCHEDULE CHANGES:

JUNE-JULY 2008:

-Wednesdays added a second MYTHBUSTERS at 8pm.

-Thursday added HOW ITS MADE at 8 and 9m.

PREMIERES:

**KOPPEL ON DISCOVERY: THE PEOPLE'S REPUBLIC OF CHINA-July 9-12,  10pm.
**DEADLIEST CATCH, SEASON FOUR-BEHIND THE SCENES-July 22, 10pm.
**SHARK WEEK - July 27-August 2.
-MYTHBUSTERS:  SHARK SPECIAL - July 27, 9pm.
-SURVIVING SHARKS - July 28, 9pm.
-DAY OF THE SHARK  - July 28, 10pm.
-DIRTY JOBS:  SHARK SPECIAL - July 29, 9pm.
-HOW NOT TO BECOME SHAK BAIT - July 29, 10pm.
-MYSTERIES OF THE SHARK COAST - July 31, 9pm.

FINALES: **DEADLIEST CATCH - July 22, 9pm.


AND BEYOND:

PREMIERES/FINALES

**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.
**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.

YEAR AGO/BIG PICTURE:

DEADLIEST CATCH is still performing at a high level and is helping ratings growth on Tuesdays, it delivered huge numbers for its finale on July 22nd.  MAN VS WILD was a strength for Fridays last year but has faded dramatically leaving Fridays as the lowest rated night on Discovery.  Only one night of SHARK WEEK was recorded for July, a strong early showing should lead to good numbers in August.

JULY 2008 PRIMETIME RATINGS ANALYSIS:

With the Friday night fade of MAN VS WILD, Discovery showed an overall loss of 12% in Households and 5% in the P25-54 demo against last year.  Another split month with 3 nights up and 4 nights down in ratings.

Mondays showed a slight decline of 6% in the demo versus last year but Mike Rowe and DIRTY JOBS have helped stabilize the night.  Women 25-54 grew 9% but Men 25-54 were down 17%.

Tuesdays are the highest rated night and showed the largest growth with a 77% increase in P25-54 and 41% in Households over last Year.  Women 25-54 were the biggest growth factor with a 94% gain while men 25-54 grew 68% over last year.

Wednesday showed modest growth at 5% versus last year in the demo.  The lineup changed every week but included the three biggies:  DEADLIEST CATCH, DIRTY JOBS and MYTHBUSTERS.  KOPPEL: THE PEOPLES REPUBLIC OF CHINA also had a play on Wednesday.

Thursday saw the return of HOW ITS MADE for two weeks along with a similar mix from Wednesday nights.  The ratings were down 21% in the demo versus last year.

Fridays just couldn't move the ratings needle even with the help of the big three shows (DEADLIEST CATCH, DIRTY JOBS and MYTHBUSTERS) for several weeks and the eventual return of MAN VS WILD.  The ratings were down 49% in Households and 51% in the demo year-to-year.

Saturdays grew by 34% in the demo, driven by a 50% growth for women 25-54 against last year.  DEADLIEST CATCH helped drive the growth filling 6 of 12 Saturday Prime slots in July.

Sundays showed the second highest ratings losses versus last year at 34% in the P25-54 demo.  Households were down by 31%.  DEADLIEST CATCH filled 6 of 12 Sunday Prime slots in July.  MYTHBUSTERS finished the month with strong ratings for their SHARK WEEK special (P25-54 demo was 59% above the Sunday Prime average for July), but not big enough to overcome the poor performance from the rest of the month.

ADDITIONAL RATINGS ANALYSIS:

Lots of good 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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