Travel Channel Analysis - September 2011

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SEPTEMBER 2011 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

The schedule is built around a handful of key series at 9pm or 10pm, complemented by repeats of the same on the same night.  Monday features ANTHONY BOURDAIN and ANDREW ZIMMERN BIZARRE FOODS.  Wednesday is MAN VS FOOD, and Friday is GHOST ADVENTURES.  The remaining nights feature an occasional series such as WHEN VACATIONS ATTACK, but the overwhelming majority of the timeslots are filled with single hour programs.  Thematic stacks and diverse topics, premieres and repeats, they're all mixed throughout the one up portion of the schedule.  It remains one of the few non-fiction based network schedules with a large number of one up programs in basic cable.

SEPTEMBER 2011 PRIMETIME RATINGS ANALYSIS:

Live Primetime Ratings Comparison /September 2011 vs September 2010  (% Change)

HH

A18-49

A25-54

Monday 8-11pm

-19%

-26%

-13%

Tuesday 8-11pm

-10%

-6%

-5%

Wednesday 8-11pm

-36%

-38%

-39%

Thursday 8-11pm

-12%

-13%

-17%

Friday 8-11pm

-26%

-31%

-21%

Saturday 8-11pm

0%

29%

20%

Sunday 8-11pm

-29%

-35%

-26%

MTWTFSS 8-11pm

-22%

-20%

-18%

Source: The Nielsen Company's National Television Audience Sample

Another tough month for Travel Channel as numbers fell again in September.  Numbers were down in both the male and female demos across the board.  It’s time for Travel Channel to figure out who they are and what’s going to stick – and fast.

MAN VS. FOOD NATION remains a steady top performer for the network, but numbers in September fell from August.  Parent series MAN VS. FOOD was also down – is it possible that finally the Travel audience has had their fill?

Also continuing to perform well – ANTHONY BOURDAIN NO RESERVATIONS.  The Monday night staple brought in above-average numbers, especially in the key male demos.  Look for Tony’s new show THE LAYOVER to perform well for the network.

Newcomer TRUCK STOP MISSOURI, sandwiched on Thursday nights between slices of MAN V. FOOD, performed adequately, though numbers slipped a bit throughout the month.  A STURGIS special on Thursday night, however, was one of the top performing telecasts in the month.

And the Travel Channel female audience still clearly likes the paranormal.  Friday and Saturday’s lineup of GHOST ADVENTURES as both evenings saw female viewers above average – a positive thing for the network that is looking to bring in more female viewership.

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