National Geographic Channel Performance/Schedule Analysis - July 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 22, 2008)

TARGET DEMOGRAPHIC:

Adults 25-54.

JULY 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

LOCKED UP ABROAD, DOG WHISPERER, EXPLORER, NG PRESENTS, INSIDE, TABOO, NAKED SCIENCE, SUPER SATURDAY, WILD, ENGINEERING INNOVATIONS

SCHEDULING STRATEGIES:

The Core Primetime schedule is pretty similar to June with a few minor changes below.  The biggest change is the return of TABOO to Primetime.

PROGRAM/SCHEDULE CHANGES:

JUNE - JULY 2008:

You know the score with Nat Geo by now...a few strands, a growing number of series, woven together often by themes.  But to track every single one-off at this point (particularly when they're mostly in their second cycle +) is a lot of information.

But here were the highlights from last month to this:

-Wednesdays has INSIDE move up to 8 and 9pm while TABOO returns at 10pm.
-Thursday at 10pm becomes NAKED SCIENCE.
-Saturdays has WILD move to 8pm and SUPER SATURDAYS expands earlier to 9pm.

PREMIERES:

**GORILLA MURDERS - July 1.
**TABOO (New Season) - July 2, 10pm.
**EARTH:  THE BIOGRAPHY - July 13, 14 & 15.
**WORLD'S DEADLIEST ANIMALS -July 23, 9pm.

FINALES:

None

AUGUST AND BEYOND:

PREMIERES:

**LA HARDHATS - August 3, 9pm.
**INSIDE THE KORAN - August 5, 9pm.
**DOGTOWN (New Season) - September 5, 9pm.
**SOLO:  LOST AT SEA - Sept. 15, 10pm.
**NEANDERTHAL CODE - Sept. 21, 9pm.
**FLIGHT OF THE JET MAN - Sept. 24, 9pm.
**EXPEDITION WEEK - November 16.

YEAR AGO/BIG PICTURE:

Overall, another solid month for Nat Geo with Improvement in both the Households (up 9%) and in the 18-49 demo (up 8%) over July 2007.  Men 25-54 are showing healthy increases of 13% while women 25-54 are declining slightly at 8% versus last year.  Combined together it averages out to flat growth versus a year ago in the demo.

JULY 2008 PRIMETIME RATINGS ANALYSIS

Consistency and reliability easily describe the performance in July.  All of the core Series seemed to hit their numbers, the only thing missing was a high performing special.  EARTH: THE BIOGRAPHY did well above the Prime average , especially on Sunday, but nowhere near the high ratings of the specials in the past few months.

Mondays were the big growth night with a 29% increase in the P25-54 demo versus a year ago.  Households were up dramatically (28%) as well.  EARTH: THE BIOGRAPHY did well and LOCKED UP ABROAD was very strong in each of its airings.

Tuesdays were up by 15% year to year in the P25-54 demo but men 25-54 were up 43%.  EARTH: THE BIOGRAPHY  had a great three hour run on a Tuesday that helped drive the strong Male numbers.

Wednesdays were also up 15% year to year and delivered even bigger gains in the men 25-54 with a 46% growth.  A strong pairing of INSIDE at 8 and 9pm followed by TABOO each Wednesday made this another strong night for Nat Geo.

Thursday is the first of three consecutive night showing declines versus last year.  Households are down 14% and Men 25-54 are down 19%.  The Sci-Tech night needs to beef up to build the male audience.

Fridays were down 21% versus last year in the demo but that's due in large part to a very slow July 4th showing, otherwise Cesar the DOG WHISPERER is as strong as ever.

Saturdays were down only 8% from last year but the real story is the 13% decline in Men 25-54.  Another low rating night on July 5th could be the culprit.

Sundays has been a traditional strength in the schedule and July has followed that pattern with a 16% growth in the P25-54 demo driven by the 29% increase in Men 25-54.  EARTH: THE BIOGRAPHY had it's strongest outing on Sunday night and was complemented by several very strong stacks in Nat Geo Presents.


PROGRAM ACQUISITIONS:

MUMMY WHO CAME FROM THE COLD; WILD WEST UNCOVERED (See IN DEVELOPMENT); THE DEVIL CAME ON HORSEBACK (indie film on Darfur through the eyes of American who is now taking action).

PROGRAM RENEWALS:

TABOO, LOCKED UP ABROAD, DOG TOWN, DOG WHISPERER, EXPLORER, FIGHT SCIENCE, NAKED SCIENCE, ULTIMATE FACTORIES

PROGRAM CANCELLATIONS:

None announced.

ADDITIONAL SHOWS CURRENTLY AIRING:

BE THE CREATURE, LIVING WILD, MOST EXTREME JOBS, TOTALLY WILD, ULTIMATE DISASTER, UNDERCOVER HISTORY, HUNTER AND HUNTED, PLANET CARNIVORE, MEGA MOVERS; MEGA STRUCTURES,  INCREDIBLE HUMAN MACHINE; THRILL ZONE; TRIBAL SECRETS; DOGTOWN

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