Discovery Performance/Schedule Analysis - September 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 17, 2008)


TARGET DEMOGRAPHIC:

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

SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

MYTHBUSTERS, DESTROYED IN SECONDS, MACHINES OF MALICE, BEFORE THE DINOSAURS, DIRTY JOBS, COLLAPSE: WHEN STRUCTURES FAIL, TORNADO RAMPAGE, MAN VS. WILD, I WAS BITTEN, SMASH LAB

SCHEDULING STRATEGIES:

Discovery continues to use its core Series: DIRTY JOBS, MYTHBUSTERS, and MAN VS. WILD as the weekly foundation and is running limited 3 to 6 part series through the schedule in the hope of finding the next big Series.  There are still lots of anthology slots in the schedule which allow for stunts and themed nights.

PROGRAM/SCHEDULE CHANGES:

AUGUST - SEPTEMBER 2008:

-Tuesdays have DIRTY JOBS taking over at 10pm.
-Thursdays at 10pm becomes SMASH LAB.

PREMIERES:

**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.

FINALES: **MAN VS. WILD - September 17, 10pm.
**SMASH LAB -September 18, 10pm.
**DISCOVERY PROJECT EARTH - Septemeber 19, 9pm.
OCTOBER AND BEYOND:

PREMIERES/FINALES:

**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.
**THE GOODS - November 6, 10pm.
**SURVIVORMAN - November 7, 9pm.
**JFK: INSIDE THE TARGET CAR -November 16, 9pm.
**EXTREME LOGGERS - December 12, 10pm.

YEAR AGO/BIG PICTURE:

Last September, the core Series were performing a little better than this year and were helped by a very Strong Friday night featuring SURVIVORMAN and ULTIMATE SURVIVAL.  Without any big Specials or Mini-Series like PLANET EARTH, Discovery has relied on its core series which are showing their age and none of the new Series has jumped out with big numbers (Some have been strong performers while others have been shipped to late night).

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS:

Discovery is in a down cycle with 6 of 7 nights showing declines from last Year.  Households are down 13% while the target demo of P25-54 is down 17% against last year.  MYTHBUSTERS has strong numbers with its new season. 

Mondays are down by 22% in Households and 26% in the P25-54 demo versus last year.  INTO THE UNKNOWN WITH JOSH BERNSTEIN showed significant ratings declines from its lead-in and has been pulled from Primetime.

Mike Rowe has taken over Tuesday nights but the numbers are down from last year with a 32% loss in the demo and 24% loss in Households from last year.  DIRTY JOBS is a key Series for Discovery but is showing its age and isn't holding the ratings in repeats like it used to.

Adam and Jamie return with all new MYTHBUSTERS on Wednesday nights and delivered strong numbers.  The 8pm lead-in was not consistent in its offering and posted poor numbers that pulled the numbers down for the night.  Wednesdays were down slightly by 2% in the P25-54 and flat in households from last year.

Thursday was the lone night of growth with 17% in the P25-54 demo and 22% in Households.  DESTROYED IN SECONDS and SMASH LAB helped deliver this strong growth night.

Fridays showed the biggest losses of 40% in the P25-54 demo and 31% in Households compared to last year.  DISCOVERY PROJECT EARTH was an ambitious offering that didn't deliver big numbers.

Saturdays were down 22% in the P25-54 demo and 23% in Households.  MAN VS. WILD and DESTROYED IN SECONDS had some strong telecasts but the night was inconsistent in its offering and ultimately delivery of the audience.

Sundays showed small declines of 8% in the P25-54 demo and 5% in households from last year.  A couple of solid stacks including RAGING NATURE and PLANET EARTH helped keep the numbers close to last year.

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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