National Geographic Channel Performance/Schedule Analysis - July 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of August 17, 2009)

CURRENT AND SIGNATURE PROGRAMS:


DOGTOWN
(REALITY)
Set at the Best Friends Animal Sanctuary, a 33,000-acre animal facility in southern Utah, where abandoned and abused animals can live out their lives in a no-kill shelter.
Status: Premiered January 2008   14x60  Produced by National Geographic Television.


DOG WHISPERER
(REALITY)
Join Cesar Milian and his pack of pooches as they offer behavioral lessons to troubled dogs and their owners.
Status: Premiered September 2004    117x60  Produced by MPH Entertainment Productions

HOOKED (DOCUMENTARY)
Expert anglers battle some of the biggest fish in the world, including a giant tuna with deadly teeth, one of the largest freshwater fish in the world, and even a man-eating catfish.
Status: Premiered June 2009  12x60  Produced by Michael Hoff Productions

LOCKED UP ABROAD (DOCUMENTARY)
True stories of people who have ended up miles from home, in a foreign land and in a situation beyond their worst nightmares. From travelers who fell foul of the law and found themselves behind bars to an adventurer who strayed too far off the beaten track and found himself hostage, "Locked Up Abroad" recounts their intense moments and struggles during captivity and tells the amazing tales of how they regained their freedom.       
Status: Premiered2008 23 x 60  Produced by Raw Productions


NAKED SCIENCE
(SCIENCE)
Each episode chronicles a scientific investigation into one of the big mysteries of our time. Featuring experts who conduct experiments and lay out realistic scenarios that confirm od debunk common assumptions and misconceptions.
Status: Premiered  September 2004   80x 60  Produced by National Geographic Television


WILD
(NATURE)
From colorful creatures to powerful predators, get up close and personal with some of Mother nature's most untamed creations - on their own turf.
Status: Premiered June 2006 18x60 Produced by National Geographic Television.

WORLD'S TOUGHEST FIXES
(REALITY)

World's Toughest Fixes takes you inside some of the most daunting repair jobs imaginable. Each one-hour episode follows Sean Riley as he pushes himself to the limit while working with some of the world's top mechanics, showing viewers how these challenging fixes are tackled.
Status: Premiered June 2009.  12 x 60  Produced by National Geographic Television

JULY 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

HOOKED; INSIDE; NAKED SCIENCE; NG PRESENTS; WORLD'S TOUGHEST FIXES; LOCKED UP ABROAD

SCHEDULING STRATEGIES:

Heading into summer NGC tweaked its schedule by flip-flopping their 8p and 10 series on Thursday, Friday and Saturday.
Besides HOOKED, which premiered in late June, Monday and Tuesday are now all Specials and anthologies.  LOCKED UP ABROAD at 10p on Wednesday now leads out of a two-hour block of INSIDE. Thursday remains Science themed with the debut of WORLD'S TOUGHEST FIXES at 9p. NGC FRIDAYS leads into and out of DOG WHISPERER at 9p. Saturdays now start with Natural History at 8p. Sundays are anthology slots used for specials, themed stacks and one-offs.

UPCOMING PREMIERES:

AUGUST AND BEYOND:

**IN THE WOMB: IDENTICAL TWINS - August 7, 10p

**RESCUE INK UNLEASHED - September 25.

Live Primetime Ratings Comparison:           
July 2009 vs. July 2008 (% change)           

HH

P18-49

P25-54

Monday 8-11pm

-3%

13%

17%

Tuesday 8-11pm

-16%

-17%

-20%

Wednesday 8-11pm

30%

42%

33%

Thursday 8-11pm

50%

63%

78%

Friday 8-11pm

5%

0%

0%

Saturday 8-11pm

25%

0%

27%

Sunday 8-11pm

9%

5%

18%

MTWTFSS 8-11pm

12%

8%

21%

Source: The Nielsen Company's National Television Audience Sample

JULY 2009 PRIMETIME RATINGS ANALYSIS

After June 2009's flat ratings (compared to last year,) NGC's delivery showed year-to-year growth in July, especially in older adults.
The high point was the strong premiere for new series HOOKED, which earned top honors for HH and demo delivery for the month. The big scheduling initiative for the month was BEST OF NAT GEO Week, which preempted all other Prime programming M-F the week of July 6. The stunt week generally conformed to time period averages for HH and demos, except for Monday's offering.

Monday's delivery for Households and P25-54 was fairly consistent throughout the month's Specials, with the exception being BEST OF NGC WEEKs standout 3-hour block of MONSTER FISH. The premiere of HOOKED at 10p on this night followed suit by delivering the largest audience of any series this month.

Tuesday's mix of anthologies declined somewhat from last month and last year.

Wednesdays are now launched by two hours of INSIDE, followed by LOCKED UP ABROAD at 10p. Up sharply over July 2008, this block earned modest gains from its launch in June.

Thursday coninues to benefit from recently-launched 9p series WORLD'S TOUGHEST FIXES, which consistently improves over its MAN MADE lead-in, especially in  demos. Unfortunately the lead-in dissipated somewhat at 10p, as NAKED SCIENCE couldn't hold it's TOUGHEST lead-in. Despite this, the night grew sharply over last year and modestly over last month.

Friday's combination of canine-centric series offered consistent HH and demo delivery, essentially flat year-to-year and month-to-month. Although under the umbrella of "NGC FRIDAY," the 8p offering was generally an episode of DOG WHISPERER.

HH and older demos were up Saturday, with outdoor-themed specials and series episodes playing under the SUPER SATURDAY umbrella.

Sunday's mix of Specials and anthologies was up slightly in HH and demos when compared with last year and flat across-the-board vs. last month. The night's high point was SEARCH FOR NOAHS ARK

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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