National Geographic Channel Performance/Schedule Analysis - September 2009

Author:
Publish date:

PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of September 22, 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

AUGUST 2009 PRIMETIME SCHEDULE


TOP PRIMETIME SHOWS:

DRAIN THE OCEAN, LOCKED UP ABROAD; EXPLORER; HOOKED; DOG WHISPERER; WORLD'S TOUGHEST FIXES

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:

SEPTEMBER AND BEYOND:

**RESCUE INK UNLEASHED - September 25.

**ULTIMATE FACTORIES - October 1

**DOG WHISPERER W/ CESAR MILIAN -  October 9

**ALASKA STATE TROOPERS - October 14, 10p

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

HH

P18-49

P25-54

Monday 8-11pm

9%

8%

14%

Tuesday 8-11pm

12%

18%

7%

Wednesday 8-11pm

26%

13%

20%

Thursday 8-11pm

19%

20%

25%

Friday 8-11pm

-12%

-17%

-14%

Saturday 8-11pm

35%

38%

44%

Sunday 8-11pm

91%

69%

80%

MTWTFSS 8-11pm

27%

17%

21%

Source: The Nielsen Company's National Television Audience Sample

AUGUST 2009 PRIMETIME RATINGS ANALYSIS

NGC built on July 2009's growth with year-to-year increases in August, especially in older adults. Specials were few and far between, with the notable exception being DRAIN IN THE OCEAN, which helped galvanize delivery for its Sunday premiere, as well as its repeat two nights later.

Each night of the week, other than FR, showed signifiacnt growth in at least one key demo, with Weekends being particularly strong compared to last year. Looking back two years, to the last August unaffected by Summer Olympic and Election competition, we see NGC up more modestly in HH and key demos. The network is also skewing slightly older in Prime, with the median age having incread 6% since August 2007.

Monday's  10p run of HOOKED remained the high point of the evening, although the series was down significantly from last month's debut, as was the night overall.

Tuesday's mix of anthologies grew sharply from last month and modestly from last year. A repeat of DRAIN THE OCEAN and a run of  the Explorer offering MARIJUANA NATION were the high points for this night for HH and demos.

Wednesdays are now launched by two hours of INSIDE, followed by LOCKED UP ABROAD at 10p. Up sharply over August 2008, this block was flat or down slightly compared to July '09.

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 generally couldn't hold it's TOUGHEST lead-in. The special ALIEN EARTHS replaced NAKED SCIENCE  on the final Thursday of the survey, earning top honors for HH and A25-54 for this night of the week.

Friday's combination of canine-centric series offered consistent HH and demo delivery, essentially flat month-to-month, although down somewhat across the board compared to August '08. Although under the umbrella of "NGC FRIDAY," the 8p offering was generally an episode of DOG WHISPERER.

HH and demos were up sharply Saturday, with episodes of series HOOKED and TABOO often playing under the SUPER SATURDAY umbrella at 9p or 10p.

Sunday's mix of Specials and anthologies was up significantlyly in HH and demos when compared with last year and up modestly across-the-board vs. last month. Female viewers were particularly well-served this night, with demos doubling from last year. The night's high points were DRAIN THE OCEAN, HUMAN FAMILY TREE and several crime-oriented one-offs. 

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

Related