National Geographic Channel Performance/Schedule Analysis - November 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of December 20, 2008)

TARGET DEMOGRAPHIC:

Adults 25-54.

NOVEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

EGYPT UNWRAPPED, EXPLORER, NAKED SCIENCE, NAT GEO PRESENTS, DOG WHISPERER, TABOO, INSIDE, LOCKED UP ABROAD, WILD, WORLD'S TOUGHEST FIXES.

SCHEDULING STRATEGIES:

There were minor changes to the regular schedule in November.  Several notable exceptions are the EXPEDITION WEEK stunt the week of November 16th that included many specials; a Thanksgiving Day stunt and a DOG WHISPERER stunt on Black Friday.

PROGRAM/SCHEDULE CHANGES:

OCTOBER-NOVEMBER 2008:

-Mondays at 10pm-TABOO
-Wednesdays at 9pm-INSIDE

PREMIERES:

**CALLING ALL ALIENS - November 2, 8pm.
**FIVE YEARS ON MARS - November 2, 9pm.
**CAUGHT ON SAFARI: LIVE -November 9, 7:30-9:30pm.
**EXPEDITION WEEK - November 16.
-UNLOCKING THE GREAT PYRAMID- Nov. 16, 9pm.
-DIRECT FROM THE MOON - November 17, 9pm.
-SHIPWRECK! CAPTAIN KIDD - Nov. 18, 9pm.
-THE REAL GEORGE WASHINGTON- Nov. 19, 9pm.
-LOST CITIES OF THE AMAZON - Nov. 20, 9pm.
-EGYPT UNWRAPPED: ALEXANDER THE GREAT'S LOST TOMB - Nov. 21, 8pm.
-EGYPT UNWRAPPED: THE STORY OF THE SCREAMING MAN - Nov. 21, 9pm.
-EGYPT UNWRAPPED: THE SCORPION KING - Nov. 23, 8pm.
-HEROD'S LOST TOMB - Nov. 23, 9pm.
**42 WAYS TO KILL HITLER - November 30, 9pm.

FINALES:

None

NOVEMBER AND BEYOND:

PREMIERES:

**EXPLORER: MARIJUANA NATION - December 2, 9pm.
**JOURNEY TO THE EDGE OF THE UNIVERSE - December 7, 8pm.
**SECRETS OF THE KUNG FU TEMPLE - December 18, 10pm.
**IN THE WOMB: IDENTICAL TWINS - December 21, 9pm.
**IN THE WOMB: DOGS - January 4, 8pm.
**IN THE WOMB: CATS - January 4, 9pm.
**HARD TIME - February 23, 9pm>

YEAR AGO/BIG PICTURE:

Nat Geo has built up it Series (like LOCKED UP ABROAD and WORLD's TOUGHEST FIXES) from last year and launched its first franchise annual stunt-EXPEDITION WEEK.  The Male 25-54 audience is flat from last year while the Women 25-54 are showing declines, due in large part to DOG WHISPERER which showed declines year-to-year.

NOVEMBER 2008 PRIMETIME RATINGS ANALYSIS

NAT GEO PRESENTS continues to deliver highly rated one-offs and specials; 42 WAYS TO KILL HITLER and NAZI SCRAPBOOK FROM HELL delivered the highest Household ratings for the month.  EXPEDITION WEEK delivered strong ratings in its first outing.  The household ratings showed modest growth at 4% while the P25-54 ratings had modest declines of 6% against last year.

Mondays were flat year-to-year in the P25-54 demo with Men 25-54 up 16% and Women 25-54 down 21% while Households were up 8%.  Expedition week posted the highest Monday ratings of the month with DIRECT FROM THE MOON and GIANT CRYSTAL CAVE driving the numbers.

Tuesdays are up 17% in Households and 14% in the P25-54 demo over last year.  SECRET HISTORY OF GOLD was the highest rated program on Tuesday nights.

Wednesday was flat against last year in Households, and the P25-54 demo.  EXPEDITION WEEK's THE REAL GEORGE WASHINGTON delivered strong male viewership and the highest ratings for Wednesdays in November.

Thursdays are up 9% in Households but down 13% in the P25-54 (driven by men 25-54 which were down 19% against last year). LOST CITIES OF THE AMAZON and NEANDERTHAL CODE delivered strong ratings during EXPEDITION WEEK.

Fridays are down 14% in Households and 28% in the P25-54 demo.  DOG WHISPERER is showing declines year-to-year this month, hopefully its an aberration, not the beginning of a downward trend.  EXPEDITION WEEK posted the highest Friday ratings this month.

Saturdays are down 5% in Households and flat in the P25-54 demo (due to a 14% increase in men 25-54).  EXPEDITION WEEK posted the highest Saturday ratings, MAMMOTH MYSTERY was the biggest of the night.

Sundays were up 14% in Households but down 4% in P25-54 against last year.  NAZI SCRAPBOOK FROM HELL, 42 WAYS TO KILL HITLER and HITLER AND THE OCCULT were the strongest night in Households while FIVE YEARS ON MARS, LIFE ON MARS, and CALLING ALL ALIENS were the strongest night for the P25-54 demo (Especially men).

-PROGRAM ACQUISITIONS:

None announced

-PROGRAM RENEWALS:
DOGTOWN, LOCKED UP ABROAD, WORLD'S TOUGHEST FIXES, NAKED SCIENCE, DEADLY DOZEN.


-PROGRAM CANCELLATIONS:

None announced

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