Travel Channel Performance/Schedule Analysis - March 2009

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PERFORMANCE/SCHEDULE ANALYSIS

(Updated as of April 17, 2009)

TARGET DEMOGRAPHIC:

Persons 25-54, though they aim more toward the 40s.

MARCH 2009 PRIMETIME SCHEDULE

TOP PRIMETIME SHOWS:

JAMAICA: PARADISE UNCOVERED, MAN V. FOOD, MILLION DOLLAR YACHTS, SANDWICH PARADISE, MYSTERIES OF THE SMITHSONIAN, ALASKAS ARCTIC WILDLIFE, ALASKAN WILD, TRIBAL ODYSSEY, FANTASTIC HOUSEBOATS, DEEP FRIED PARADISE.

SCHEDULING STRATEGIES:

ANTHONY BOURDAIN: NO RESERVATIONS has been well established as the Travel Channel "s Monday night anchor series; Tuesday is BIZARRE FOODS WITH ANDREW ZIMMERN; Wednesday has strong newcomer MAN V. FOOD; Thursday is all anthology; Friday is MOST HAUNTED and GHOST ADVENTURES; Saturday is a relatively new lineup of MAN V. FOOD, BRIDGET'S SEXIEST BEACHES and SAMANTHA BROWN'S PASSPORT TO...; and, Sunday has been added as Mark & Olly's new home for LIVING WITH THE...

PROGRAM/SCHEDULE CHANGES:

FEBRUARY-MARCH 2009:

Mondays at 9pm-DHANI TACKLES THE GLOBE (from ANTHONY BOURDAIN: NO RESERVATIONS)
Thursdays at 10pm-BRIDGET'S SEXIEST BEACHES (from anthology)
Saturdays at 9pm-BRIDGET'S SEXIEST BEACHES (from TREASURE HUNTER WITH KIRSTEN GUM)
Sundays at 8pm-LIVING WITH THE MACHIGENGA (from anthology)

PREMIERES:

**TOP 21 MANLY MAN ADVENTURES - March 5, 8pm.
**THROWDOWN FISHING - March 5, 11pm.
**BRIDGET'S BEACHES - March 12, 2009.
**DHANI TACKLES THE GLOBE - March 16, 9pm.

MARCH AND BEYOND:

**BIZARRE FOODS WITH ANDREW ZIMMERN (Season 3) - April 14, 10pm.
**SAMANTHA BROWN'S GREAT WEEKENDS - May 9.

YEAR AGO/BIG PICTURE:

The Travel Channel has been on a nice run showing several straight months of year-to-year growth (flat in Households but up 5% in the target P25-54 demo) and has maintained an effective 55% Male/45% female audience ratio. Two new series premiered this month:  BRIDGET'S SEXIEST BEACHES and DHANI TACKLES THE GLOBE.

Live Primetime Ratings Comparison:       
March 2009 vs. March 2008 (% change)       
HH    A18-49    A25-54               
Monday 8-11pm          6%     5%           5%               
Tuesday 8-11pm      -17%   -25%       -24%               
Wednesday 8-11pm  34%    79%        63%               
Thursday 8-11pm        0%    23%        13%               
Friday 8-11pm             4%    13%        12%               
Saturday 8-11pm      -22%    33%        36%               
Sunday 8-11pm        -14%   -22%       -19%               
MTWTFSS 8-11pm       0%     6%           5%               

Source: The Nielsen Company's National Television Audience Sample

MARCH 2009 PRIMETIME RATINGS ANALYSIS:

ANTHONY BOURDAIN: NO RESERVATIONS (Mondays) is up 9% in Households and 4% in the P25-54 demo from last year.

BIZARRE FOODS WITH ANDREW ZIMMERN (Tuesdays) is down 22% in Households and 28% in the P25-54 demo from last year.

SAMANTHA BROWNS PASSPORT TO... (Saturdays at 10pm) is down 3% in Households but up 36% in the P25-54 demo compared to last March.

MOST HAUNTED (Fridays at 10pm) is up 26% in Households 18% in the P25-54 demo over March 2008.

MAN V. FOOD (Wednesdays at 9pm and Saturdays at 8pm) Still running strong in its freshman season, averaging 10% above the Household and 19% above the P25-54 demo averages for Wednesday nights.

GHOST ADVENTURES (Fridays at 9pm) another freshman phenom; the series is averaging 10% above the nightly Household average and 15% above the nightly P25-54 demo average.

BRIDGET'S SEXIEST BEACHES (Thursdays at 10pm and Saturdays at 9pm) had a great with three premieres that had an average increase of 26% in Households and 39% in the P25-54 demo against the Thursday primetime averages this month.

DHANI TACKLES THE GLOBE (Mondays at 9pm) was slow out of the gate.  It' two premiere episodes were down 30% in both the nightly Household and P25-54 demo averages.

PROGRAM ACQUISITIONS:

AMAZING RACE - Season 12, 13 & 14.

PROGRAM RENEWALS:

MAN V. FOOD, BRIDGET'S SEXIEST BEACHES, DHANI TACKLES THE GLOBE, SAMANTHA BROWN'S GREAT WEEKENDS, MARK & OLLY: LIVING WITH ..., ANTHONY BOURDAIN: NO RESERVATIONS, BEST PLACES TO FIND CASH AND TREASURES, BIZARRE FOODS WITH ANDREW ZIMMERN, MOST HAUNTED, NOT YOUR AVERAGE TRAVEL GUIDE, TASTE OF AMERICA, 1,000 PLACES TO SEE BEFORE YOU DIE.

PROGRAM CANCELLATIONS:

None this month.

ADDITIONAL SHOWS CURRENTLY AIRING:

GREAT HOTELS, EPICURIOUS, GLOBE TREKKER, THIS JOB'S A TRIP, TRAVEL CAFE, AMAZING VACATION HOMES, WORLD ODYSSEYS, VACATION HOME SEARCH, NOT YOUR AVERAGE TRAVEL GUIDE, LIVING WITH THE KOMBAI, KIDS IN CHARGE: FAMILY VACATIONS, 5 TAKES, TRIBAL ODYSSEY, INTO ALASKA WITH JEFF CORWIN, MADE IN AMERICA, LEGEND HUNTERS

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