National Geographic Channel Performance/Schedule Analysis - September 2008

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of October 21, 2008)

TARGET DEMOGRAPHIC:

Adults 25-54.

SEPTEMBER 2008 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

DOGTOWN, DOG WHISPERER, TABOO, NGC FRIDAY, INSIDE, NG PRESENTS, LOCKED UP ABROAD, NAKED SCIENCE, EXPLORER, SUPER SATURDAY

SCHEDULING STRATEGIES:

DOGTOWN returns on Fridays at 10pm, continuing the strategy of core Series (primarily on Monday, Wednesday, Thursday and Friday) accented by specials and one-offs in the anthology slots on Sundays, Tuesdays and Saturday.

PROGRAM/SCHEDULE CHANGES:

AUGUST- SEPTEMBER 2008:

-Mondays-NAT GEO PRESENTS takes over at 10pm.
-Fridays-DOGTOWN is added at 10pm.

PREMIERES:

**DOGTOWN (New Season) - September 5, 9pm.
**SOLO:  LOST AT SEA - Sept. 15, 10pm.
**TITANIC: THE FINAL SECRET - Sept. 21, 8pm.
**NEANDERTHAL CODE - Sept. 21, 9pm.
**FLIGHT OF THE JET MAN - Sept. 26, 9pm.
**WORLD'S TOUGHEST FIXES - September 28, 9pm.

FINALES:

None

OCTOBER AND BEYOND:

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.
**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.
**IN THE WOMB: IDENTICAL TWINS - December 21, 9pm.

YEAR AGO/BIG PICTURE:

Nat Geo continues to build upon its core series and finding strong specials to accent the Series.  Science and Exploration/Expedition are categories of growth while traditional Natural History has been reduced in Primetime.  DOGTOWN made a big return in September delivering Household ratings at 220% and P25-54 ratings at 255% higher than the monthly primetime average.

SEPTEMBER 2008 PRIMETIME RATINGS ANALYSIS

Nat Geo had a very nice rebound month after the Olympic competition in August.  Specifically, Households were up by 8% and the P25-54 demo was up by 14% over last year.  Both the DOGTOWN premiere and NEANDERTHAL CODE delivered big ratings for September.

Mondays were up 15% in the P25-54 demo  and 4% in Households versus 2007.  The LABOR DAY MARATHON gave a nice boost to start the month and lift up Mondays.

Tuesday is one of the two nights showing declines against last year with a 15% drop in P25-54. NEANDERTHAL CODE's repeat airing did not deliver as well as its Sunday premiere.

Wednesdays were up 13% in the P25-54 demo and 4% in Households against last year.  INSIDE and TABOO have been strong and consistent performers on Wednesday nights.

Thursdays are the second night showing declines, down 14% in P25-54 and 4% in Households from last year. NAKED SCIENCE moved into a regular 10pm slot for the final three weeks.

Fridays continue to be a growth night for ratings and showed the second largest growth at 31% in the P25-54 demo and 46% in the Households over last year.  Cesar Milan, THE DOG WHISPERER has a new companion-DOGTOWN returned with a fanfare of tremendous ratings.

Saturdays showed solid gains of 10% in the P25-54 demo but lost 10% in the Housholds versus last year year.  WILD and SUPER SATURDAY had a broad range of topics, some worked well while others didn't.

Sundays had the highest P25-54 demo growth at 35% (58% growth in men 25-54) and 25% in Households over 2007.  Specials like NEANDERTHAL CODE and Zero Hour update drove big ratings that  delivered the big increases.

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