National Geographic Channel Performance/Schedule Analysis - February 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of March 20, 2009)

TARGET DEMOGRAPHIC:

Adults 25-54.

FEBRUARY 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

EXPLORER, INSIDE STUNT, BREAK IT DOWN, INSIDE, DOG WHISPERER, DANGEROUS ENCOUNTERS, NAKED SCIENCE, MAN-MADE, DOGTOWN, WORL'S TOUGHEST FIXES.

SCHEDULING STRATEGIES:

Nat Geo uses its core Series to anchor most nights with EXPLORER on Tuesdays at 10pm, INSIDE on Wednesdays at 9 & 10pm, Thursday is Science themed with NAKED SCIENCE at 10pm, DOG WHISPERER kicks off Friday nights at 8pm, while Saturdays start with Natural History at 8pm.  Mondays and Sundays are anthology slots used for specials, themed stacks and one-offs.

PROGRAM/SCHEDULE CHANGES:

JANUARY-FEBRUARY 2009:

-N/A

PREMIERES:

**HI-TECH WAR ON TERROR - January 28, 10pm.
**HOOKED ON BASS - February 2, 10pm.
**ITALY'S MYSTERY MUMMY - February 3, 10pm.
**MORPHED - February 8, 8pm.
**DARWIN'S SECRET NOTEBOOK - February 10, 9pm.
**THE REAL ABRAHAM LINCOLN - February 14, 8pm.
**KNOWN UNIVERSE - February 15, 8-11pm.
**HITLERS HIDDEN CITY - February 22, 8pm.
**HARD TIME - February 23, 9pm.

MARCH AND BEYOND:

**CODEBREAKERS - March 1, 8pm.
**HARD TIME - March 2, 9pm.
**KINGDOM OF THE BLUE WHALE - March 8, 8pm.
**RHINO RESCUE - March 14, 8pm.
**INTO THE ABYSS - March 14, 10pm.
**MONSTER FISH OF THE MEKONG - March 15, 8pm.
**DOGTOWN (New Season) - March 20, 2009.
**ICY KILLERS: SECRETS OF ALASKA'S SALMON SHARK - March 21, 8pm.
**SECRETS OF THE DRUIDS - March 22, 10pm.
**LOCKED UP ABROAD - April 1, 10pm.
**GRAND CANYON SKYWALK - April 2, 8pm.
**GREAT WHITE ODYSSEY - April 19.
**GARBAGE MOGULS - April 22.
**WAKING THE BABY MAMMOTH - April 26.
**IN THE WOMB: EXTREME ANIMALS - May 10.

YEAR AGO/BIG PICTURE:

Nat Geo showed solid growth over last year (+4% in Households and +6% in P25-54 demo) with three nights of strong growth and only one night showing losses. The Darwin themed specials stack, MORPHED delivered 27% above the Sunday average in Households and 22% above in the P25-54 demo.  KNOWN UNIVERSE did even better delivering 36% above Sunday's Household average and 50% above the P25-54 demo average.

February: 08-09 Yearly % change*    H'Hold    M25-54    F25-54    P25-54
Monday 8-11pm                                       -27%       -34%       -13%        -26%
Tuesday 8-11pm                                       23%         64%       -21%         21%
Wednesday 8-11pm                                  55%         29%        40%         31%
Thursday 8-11pm                                        4%           0%          0%           0%
Friday 8-11pm                                            -4%          -7%          0%           0%
Saturday 8-11pm                                       12%           5%         30%        20%
Sunday 8-11pm                                           0%            7%         -6%          0%
MTWTFSS 8-11pm                                     4%            5%           0%         6%
*The Nielsen Company's National Television Audience Sample


FEBRUARY 2009 PRIMETIME RATINGS ANALYSIS


EXPLORER (Tuesdays-10pm) has shown massive growth over last year with 133% growth in Household and 92% in the P25-54 demo.

INSIDE (Wednesdays-9 & 10pm) shows strong year-to-year growth with 18% in Households and 5% in the P25-54 demo.

MAN-MADE (Thursdays-8pm) is up by 26% in Households and 45% in the P25-54 demo over last year.

NAKED SCIENCE (Thursdays-10pm) has been solid despite an 11% drop in Households; the P25-54 ratings are up by 7% versus last year.

DOG WHISPERER (Fridays at 8 & 10pm) Cesar Milan continues his magic with viewers.  The Series is up 18% in Households and 19% in the P25-54 demo (driven by a 35% increase in Women 25-54) over last year.

DANGEROUS ENCOUNTERS (Saturdays-8pm) has been strong this year, delivering a 79% increase in Households from last year.

NAT GEO PRESENTS (Mondays-8-11pm; Tuesdays--8-10pm; Wednesday-8pm; Sundays-8-11pm) allows Nat Geo to schedule specials, stacks and various one-offs under a banner title.  The specials this year did well but could not help lift the other timeslots over last year's numbers-the anthology is down 14% in Households and 17% in the P25-54 demo from last year.

PROGRAM ACQUISITIONS:

None announced

PROGRAM RENEWALS:

DOG WHISPERER, DOGTOWN, EXPLORER, INSIDE, LOCKED UP ABROAD, MAN-MADE,  NAKED SCIENCE, TABOO, ULTIMATE FACTORIES, WILD, DEADLY DOZEN.


PROGRAM CANCELLATIONS:

None announced

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