Discovery Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 19, 2008)


TARGET DEMOGRAPHIC:

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

OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

LION FEEDING FRENZY, MYTHBUSTERS, DIRTY JOBS, TIE WARP, NATURE'S DEADLIEST, TEN COMMANDMENTS OF THE MYTHBUSTERS, I WAS BITTEN, COLOSSAL SQUID, DESTROYED IN SECONDS, STORM CHASERS.

SCHEDULING STRATEGIES:

Discovery is still rolling out Series as part of its Fall season and provided an encore performance of their super-successful series, PLANET EARTH.  Four new Series premiered in October:  TOUGHEST RACE ON EARTH: IDITAROD,TIME WARP, PROTOTYPE THIS, and STORMCHASERS.  Most of the changes this month are to add in the new Series launches.

PROGRAM/SCHEDULE CHANGES:

SEPTEMBER-OCTOBER 2008:

-Monday at 10pm-TIME WARP.
-Tuesday at 10pm-TOUGHEST RACE ON EARTH: IDITAROD.
-Wednesday at 10pm-PROTOTYPE THIS.
-Thursday at 8pm-DESTROYED IN SECONDS.
-Friday at 8pm-SURVIVORMAN.

PREMIERES:

**DIRTY JOBS - October 7, 9pm.
**KOPPEL: THE LAST LYNCHING - October 13, 10pm.
**TOUGHEST RACE ON EARTH: IDITAROD - October 14, 10pm.
**TIMEWARP - October 15, 8pm.
**PROTOTYPE THIS - October 15, 10pm.
**STORMCHASERS - October 19, 10pm.

FINALES:


NA

NOVEMBER AND BEYOND:

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.
**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.
**TREASURE QUEST - January 15, 10pm.

YEAR AGO/BIG PICTURE:

Last year Discovery was running on the strength of a few core shows that drove two of their strongest nights, Tuesdays and Fridays.  This year Discovery has dramatically ramped up development on new Series.  Many of those have started to hit the air and are doing well like TIME WARP, and DESTROYED IN SECONDS.  MYTHBUSTERS and DIRTY JOBS are solid wherever they're scheduled and still hit strong numbers in premieres while MAN VS. WILD and SURVIVORMAN do well in premiere but the numbers drop considerably in repeats.  Of the new shows, TOUGHEST RACE ON EARTH: IDITAROD and PROTOTYPE THIS have shown significant losses from their lead-in the first two weeks. 

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS:

Discovery seems to be on a roll with increases every night in both Households and the demo versus last year.  Overall, Discovery was up 16% in Households and 18% in the P25-54 demo.  The season Premiere of MYTHBUSTERS did very well while DIRTY JOBS continued to post strong numbers. Freshmen offerings TIME WARP and DESTROYED IN SECONDS have shown success out of the gate.  PLANET EARTH took over two straight Sunday nights and delivered the viewers that helped Sunday nights show the largest overall growth for Discovery.

Mondays had an 18% growth in Households while the P25-54 demo was up 34% over last year.  DESTROYED IN SECONDS was the catalyst for the growth by starting with strong ratings that the rest of the night was able to maintain.

Tuesdays showed modest growth at 8% in Households and 11% in the P25-54 demo from last year.  Mike Rowe and DIRTY JOBS still dominate the night but the Freshman Series TOUGHEST RACE ON EARTH: IDITAROD premiered mid-Month.  IDITAROD was able to hold the lead-in and averaged a 34% decline from DIRTY JOBS in its two airings.

Wednesdays were up 19% in Households and 11% in the P25-54 demo compared to last year.  A new Season of MYTHBUSTERS is the answer here, posting big ratings in October.  TIME WARP premiered at 8pm to give Jamie and Adam a nice start but PROTOTYPE THIS averaged a 52% decline from their lead-in.

Thursday was up 6% in Households and 7% in the P25-54 demo year-to-year.  DESTROYED IN SECONDS has been a nice performer from the new Series this season and provides a solid anchor for Thursday nights.

Fridays were up 13% in Households and 9% in the P25-54 demo over last year.  The programming was a solid mix of SURVIVORMAN and MAN VS. WILD warming up the Fridays until the new season of SURVIVORMAN begins in November.

Saturdays were up 5% in Households and 8% in the P25-54 demo against last year.  The growth was helped buy stacks of MYTHBUSTERS and MAN VS.WILD in consecutive weeks.

Sundays had the largest growth of any night showing increases of 34% in Households and 61% in the P25-54.  Two straight weeks of PLANET EARTH drove the growth, out-delivering the monthly average by 11% in Households and 16% in the P25-54 demo. LION FEEDING FRENZY delivered strong ratings on its Sunday primetime airing.

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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