National Geographic Channel Performance/Schedule Analysis - October 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of November 24, 2008)

TARGET DEMOGRAPHIC:

Adults 25-54.

OCTOBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

GIANT CRYSTAL CAVE, DOG WHISPERER, TABOO, INSIDE, NGC FRIDAY, NG PRESENTS, LOCKED UP ABROAD, EXPLORER, NAKED SCIENCE, WORLD'S TOUGHEST FIXES

SCHEDULING STRATEGIES:

October rolled out several new Series to replace several going on hiatus.  Stunts and Specials drive ratings while the Series maintain the overall schedule.

PROGRAM/SCHEDULE CHANGES:

SEPTEMBER-OCTOBER 2008:

Wednesdays at 9pm-TABOO.
-Wednesdays at 10pm-WORLD'S TOUGHEST FIXES.
-Thursdays at 8pm-FACTORY FLOOR.
-THURSDAYS at 9pm- NAT GEO PRESENTS.
-FRIDAYS at 9pm-DOGTOWN.

PREMIERES:

**FACTORY FLOOR WITH MARSHALL BRAIN - October 2, 8pm.
**HUBBLE'S AMAZING UNIVERSE -October 5, 10pm.
**HOOKED - October 19, 8pm.
**NEW ORLEANS HIGH - October 26, 9pm.

FINALES:

None

NOVEMBER AND BEYOND:

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.
**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.

YEAR AGO/BIG PICTURE:

Nat Geo continues to build its Series franchises like DOG WHISPERER (which continues to build upon its ratings from last year), schedule compelling companion series to their hits (like DOGTOWN on Fridays) and Produce highly rated specials like GIANT CRYSTAL CAVE which help drive the double digit percentage growth of the Network.  The Venerable EXPLORER series has shown new life with growing ratings trends on Tuesday nights.

OCTOBER 2008 PRIMETIME RATINGS ANALYSIS

Nat Geo posted a great month showing a 4% household growth over last year but more importantly delivered a 15% gain in P25-54 versus 2007.  6 of the 7 nights showed P25-54 demo ratings growth in October. A stunt called HOOKED! (These are seriously Big Fish tales) that gave a nice ratings boost.  The monster numbers were posted by GIANT CRYSTAL CAVE which delivered at 260% in Households and 287% in the P25-54 demo over the October 2008 averages.

Mondays were flat year-on-year in Households but showed a nice 8% growth in P25-54.  The growth was driven by the HOOKED Stunt which delivered a 23% increase in Households and 31% increase in P25-54 against the October average for Monday nights.

Tuesdays were up 4% in Households and 8% in the P25-54 demo over last year. Again the ratings growth was driven by the second night of the HOOKED Stunt which delivered an increase of 40% in Household and 45% increase in the P25-54 demo over the October average for Tuesdays.  GIANT CRYSTAL CAVE also had an encore play on a Tuesday which helped the monthly average for the night.

Wednesdays were up 13% in Households and 14% in the P25-54 demo.  INSIDE and TABOO were solid ratings performers but WORLD'S TOUGHEST FIXES showed declines from its lead-in 3 out of 4 weeks.

Thursdays were flat in Households but up 20% in the P25-54 demo.  FACTORY FLOOR was a reliable 8pm lead-off for the night; NAKED SCIENCE posted several strong weeks that helped drive the demo growth.

Fridays continue to show growth every month, October posted a 12% gain in Households and 14% gain in the P25-54 demo over last year.  DOG WHISPERER and its faithful companion, DOGTOWN own the night and helped drive a 27% increase in women 25-54.

Saturdays are the only night showing losses with an 11% loss in Households and flat in P25-54 from last year.  WILD gave a solid lead at 8pm but the night was unable to build from that lead-in most weeks.

Sunday is the biggest night of growth with a 17% increase in Households and 29% increase in P25-54.  GIANT CRYSTAL CAVE premiered with huge ratings in Week 2 and had a follow-up the next week from the HOOKED Stunt.

-PROGRAM ACQUISITIONS:

None announced

-PROGRAM RENEWALS:

None announced


-PROGRAM CANCELLATIONS:

None announced

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