National Geographic Channel Performance/Schedule Analysis - March 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of April 17, 2009)

TARGET DEMOGRAPHIC:

Adults 25-54.

MARCH 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

HARD TIME, BREAK IT DOWN, NAT GEO PRESENTS, DOG WHISPERER, EXPLORER, NAKED SCIENCE, LOCKED UP ABROAD, INSIDE, MAN-MADE, DOGTOWN.

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:

FEBRUARY-MARCH 2009:

Mondays at 9pm-HARD TIME (from NAT GEO PRESENTS)
Mondays at 10pm-LOCKED UP ABROAD (from NAT GEO PRESENTS)
Fridays at 9pm-DOG WHISPERER (from DOGTOWN)
Fridays at 10pm-DOGTOWN (from DOG WHISPERER)

PREMIERES:

**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.

MARCH AND BEYOND:

**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 is continuing its strong growth pattern in 2009; following its record January ratings with double digit percentage increases in March.  KINGDOM OF THE BLUE WHALE was literally the biggest story of the month, averaging 69% above Sunday night Household ratings averages and 52% above the nights P25-54 demo averages.

Live Primetime Ratings Comparison:           
March 2009 vs. March 2008 (% change)           
HH    A18-49    A25-54                   
Monday 8-11pm        28%    54%         40%                   
Tuesday 8-11pm         4%    20%           8%                   
Wednesday 8-11pm -17%  -13%          -6%                   
Thursday 8-11pm      17%     9%          25%                   
Friday 8-11pm             8%      8%         13%                   
Saturday 8-11pm       13%     8%         15%                   
Sunday 8-11pm         15%     5%           4%                   
MTWTFSS 8-11pm    11%    15%        13%                   

Source: The Nielsen Company's National Television Audience Sample

MARCH 2009 PRIMETIME RATINGS ANALYSIS

EXPLORER (Tuesdays at 10pm) is up 21% in Households and 33% in the P25-54 demo over last year.

MAN-MADE (Thursdays at 8pm) is up 20% in Households and 18% in the P25-54 demo from last year.

NAKED SCIENCE (Thursdays at 10pm) is showing strong growth of 12% in Households and 31% in the P25-54 demo against last year.

DOG WHISPERER (Fridays at 8 & 9pm) is up 7% in Households and flat in the demo from last year.

INSIDE (Wednesday 9 & 10pm) is down 27% in Households and 24% in the P25-54 demo compared to last March.

HARD TIME (Monday 9pm) has had a strong showing in it's premiere with five episodes this month that averaged 19% above the nightly Household average and 14% above the nightly P25-54 demo average.

LOCKED UP ABROAD (Monday 10pm) averaged 6% below the nightly Household average and equaled the P25-54 demo average for the night this month.

DOGTOWN (Friday 10pm) had 5 premieres that were down 15% from the nightly Household average and 29% from the nightly P25-54 demo average.

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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