Discovery Performance/Schedule Analysis - November 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 20, 2008)


TARGET DEMOGRAPHIC:

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

NOVEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

MYTHBUSTERS, EXTREME LOGGERS, JFK: INSIDE THE TARGET CAR, PROTOTYPE THIS!, DIRTY JOBS, BEAR FEEDING FRENZY, SQUID INVASION, SURVIVORMAN, HOW STUFF WORKS, LION FEEDING FRENZY.

SCHEDULING STRATEGIES:

JFK, Lions, Squids and Bears seem to be popular offerings in the anthology slots to complement the core Series.  Discovery has no dramatic shifts in strategy-They continue to renew series (with Premieres balanced across the year) and bring in compelling specials each month..

PROGRAM/SCHEDULE CHANGES:

OCTOBER-NOVEMBER 2008:

-Tuesdays at 10pm-EXTREME LOGGERS
-Thursdays at 8pm-HOW STUFF WORKS
-Fridays at 8pm-IDITAROD
-Fridays at 9 and 10pm-SURVIVORMAN

PREMIERES:

**THE GOODS - November 6, 10pm.
**SURVIVORMAN - November 7, 9pm.
**HOW STUFF WORKS - November 13, 8pm.
**JFK: INSIDE THE TARGET CAR -November 16, 9pm.
**SQUID INVASION, November 23, 9pm.
**UFO'S OVER EARTH: BUCKS COUNTY, PA - November 24.

FINALES:


**MYTHBUSTERS (S6) - November 19, 9pm.
**TOUGHEST RACE ON EARTH: IDITAROD - Nov. 21, 8pm.
**EXTREME LOGGERS - November 25, 10pm.

NOVEMBER AND BEYOND:

PREMIERES:

**STEVE FOSSETT: WHAT WENT WRONG - December 1, 10pm.
**WHEN NATURE STRIKES - December 4, 10pm.
**WHY WE RACE: THE MUSTANG CHALLENGE - December 7, 8pm.
**STURGIS: MOTORCYCLE MANIA - December 9, 10pm.
**MINING THE MOON - December 11, 10pm.
**EXTREME LOGGERS - December 12, 10pm.
**UNWRAPPING THE SHROUD: NEW EVIDENCE - December 14, 10pm.
**SPEED CAPITAL OF THE WORLD: BONNEVILLE - December 16, 10pm.
**DIRTY JOBS (SEASON 5) - January 6, 9pm.
**MAN VS. WILD (SEASON 3) -January 12, 10pm.
**TREASURE QUEST - January 15, 10pm.
**ONE WAY OUT- January 26, 9pm.
**SCIENCE OF SEX APPEAL- February 8, 9pm.

YEAR AGO/BIG PICTURE: This is fully John Ford's baby, all of the production  & development slate for Discovery is his.  The numbers are up from a year ago, but especially on Sunday nights.  Discovery's turnaround could be credited to producing more Science based Series (DESTROYED IN SECONDS and TIME WARP) then complementing those with compelling specials sprinkled though-out the lineup.

NOVEMBER 2008 PRIMETIME RATINGS ANALYSIS:

The news is pretty good for Discovery, 5 nights are up, especially Sundays.  The overall is impact is a modest increase of 3% in Households and 2% in the P25-54 demo.  MYTHBUSTERS and SURVIVORMAN are in new seasons and have helped year-to-year growth.

Mondays had a 5% growth in Households and 12% in P25-54.  DESTROYED IN SECONDS, the only constant in the Monday line-up, gives a nice 8pm lead-in for the mix of programs that follows.

Tuesdays belong to Mike Rowe.  The night is up 10% in Households and 4% in P25-54 (although Women 25-54 are down 5%).  EXTREME LOGGERS came in Mid-month  and was able to maintain the DIRTY JOBS lead-in quite well.  TOUGHEST RACE ON EARTH: IDITAROD showed significant declines from the lead-in and has been moved to Fridays at 8pm.

Wednesdays are up 12% in Households and 4% in the P25-54 demo.  TIME WARP has been a nice success story and provides a strong lead-in to MYTHBUSTERS.  PROTOTYPE THIS has improved its performance but still drops significantly from the MYTHBUSTERS lead-in.

Thursdays are up 11% in Households and 13% in the P25-54 demo over last year.  HOW STUFF WORKS came in mid-month to provide a solid lead-in for DESTROYED IN SECONDS.  STORMCHASERS is respectable but does drop from the lead-in.

Fridays are showing the biggest losses, down 19% in Households and 20% in the P25-54 demo.  SURVIVORMAN has been a solid performer but the IDITAROD lead-in gives Les Stroud a poor base to start from.

Saturdays are down 6% in Households and 7% in the P25-54 demo from last year.  BEAR FEEDING FRENZY and LION FEEDING FRENZY helped by delivering strong numbers on their stacked night but the rest of the month was sub-par.

Sundays are cause for celebration, with 11% growth in Households and 26% in the P25-54 demo.  Sundays nights used to be one of Discovery's strongest nights, is good to see the ratings growing for the night. STORMCHASERS at 10pm was the highest rated show of the night 4 out of 5 weeks in the P25-54 demo.

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:

DESTROYED IN SECONDS, LOBSTERMEN, CASH CAB, 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 CHASER

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