National Geographic Channel Performance/Schedule Analysis - August 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 24, 2008)

TARGET DEMOGRAPHIC:

Adults 25-54.

AUGUST 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

DOG WHISPERER, EXPLORER, TABOO, NG PRESENTS, MAN-MADE, LOCKED UP ABROAD, INSIDE, LA HARD HATS, NAKED SCIENCE.

SCHEDULING STRATEGIES:

Nat Geo continues its strategy with core Series (primarily on Monday, Wednesday, Thursday and Friday) accented by specials and one-offs in the anthology slots on Sundays, Tuesdays and Saturday.

PROGRAM/SCHEDULE CHANGES:

JULY-AUGUST 2008:

-LA HARD HATS moves into Mondays at 10pm.
-NAKED SCIENCE moves into a regular slot on Thursdays at 9pm.

PREMIERES:

**LA HARDHATS - August 3, 9pm.
**INSIDE THE KORAN - August 5, 9pm.

FINALES:

None
SEPTEMBER AND BEYOND:

PREMIERES:

**DOGTOWN (New Season) - September 5, 9pm.
**SOLO:  LOST AT SEA - Sept. 15, 10pm.
**TITANIC: THE FINAL SECRET - Sept. 21, 8pm.
**NEANDERTHAL CODE - Sept. 21, 9pm.
**FLIGHT OF THE JET MAN - Sept. 26, 9pm.
**WORLD'S TOUGHEST FIXES - September 28, 9pm.
**FACTORY FLOOR WITH MARSHALL BRAIN - October 2, 8pm.
**HUBBLE'S AMAZING UNIVERSE -October 5, 10pm.
**EXPEDITION WEEK - November 16.

YEAR AGO/BIG PICTURE:

The Olympics and Michael Phelps were huge competition for everyone in 2008 while 2007 had no events of this magnitude.  Nat Geo keeps moving along at a steady pace continuing to strengthen its Series offerings while the specials help spike the numbers.   INSIDE THE KORAN was a strong performing special that premiered just before the start of the Olympics.

AUGUST 2008 PRIMETIME RATINGS ANALYSIS

Overall, Nat Geo held up pretty well to the Olympic wave showing a modest 7% decline in P25-54 versus last year.  Strategic placement of Specials (like INSIDE THE KORAN) outside of the Olympic window helped hold up the overall numbers to stay close to last year.

Mondays took a pretty big ratings hit and were down 22% in P25-54 from Last year in spite of LOCKED UP ABROAD and LA HARD HATS which freshened up the night.

Tuesdays were the biggest gainer with a 17% increase year-to-year in P25-54.  INSIDE THE KORAN had very strong numbers in its premiere while the rest of the Tuesdays performed above average.  Households showed large growth at 32% over last year.

Wednesdays were flat from last year in P25-54 but showed a small decline from 2007 in Households at 8%.  INSIDE and TABOO had very strong airings in the weeks outside the Olympic coverage.

Thursdays were up 9% in P25-54 while Households were flat against last year's numbers.  NAKED SCIENCE moved fully to Thursdays mid month and continued its strong performance.

Fridays were up 8% in Households but flat in P25-54 versus last year.  Men 25-54 were down 20% but Women 25-54 were up 14%.  Clearly, women love Cesar Milan as THE DOG WHISPERER.

Saturdays were down 15% in Households and M25-54. WILD and SUPER SATURDAY never got any ratings traction this month due to three weeks of Olympic competition.

Sundays showed the largest declines of 40% in P25-54 and 39% in Households.   No big Specials played this month due to the Olympics which could explain the losses versus last year.

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