* Bold denotes programming change
NGC continues to mix anthologies such as NAT GEO PRESENTS and EXPLORER with series both new (FISH WARRIOR) and time-honored (DOG WHISPERER). Stunt scheduling utilizes multiple runs of popular series or thematically-similar specials slotted to maximize audience flow.
Monday and Tuesday are generally anthology driven, while Wednesday is crime-oriented. Thursday remains Science & Technology-themed; Dog-related series dominate Friday; Saturdays now start with Natural History at 8p and Sundays are anthology slots used for specials, themed stacks and one-offs.
These theme nights will evolve throughout 2011, as all animal-related programming, including long-running hit DOG WHISPERER, migrate to sister network National Geographic Wild.
Live Primetime Ratings Comparison / February 2011 vs. February 2010 (% Change)
HH | P18-49 | P25-54 | |
Monday 8-11pm | -15% | -25% | -25% |
Tuesday 8-11pm | 24% | 50% | 33% |
Wednesday 8-11pm | -7% | -33% | -26% |
Thursday 8-11pm | 0% | -31% | -21% |
Friday 8-11pm | -5% | 0% | 0% |
Saturday 8-11pm | 42% | 38% | 33% |
Sunday 8-11pm | 54% | 38% | 42% |
MTWTFSS 8-11pm | 11% | 0% | 6% |
Source: The Nielsen Company’s National Television Audience Sample
February’s modest growth in HH and older adults gives National Geographic Channel its second month of growth in the last three, following eleven straight months of year-to-year-losses. Significant demo losses on Monday, Wednesday and Thursday, were countered by equally dramatic growth Tuesday, Saturday and Sunday.
NGC’s key scheduling stunt this survey was a repeat of four hours of the mini-series GREAT MIGRATIONS, which ran 8-10pm over the third MO-TU of the month. The stunt averaged 23% below the month’s Prime average, which reinforces the network’s decision to move animal-related fare from NGC to sister network NG Wild by the end of 2011.
Monday’s 3-hour block of NAT GEO PRESENTS suffered significant across-the-board annual losses for the second month in a row, as well as declines in female demos compared to last month. The two-hour NGC presentation AMERICA BEFORE COLUMBUS was the top HH draw for the month, but a two-hour block of SECRET SERVICE FILES had the most success attracting younger viewers on Monday.
The premiere of new series HARD TIME helped dramatically improve Tuesday’s younger demos, lifting them by 50% over last February. All demos were up by significant double-digit percentages over last year and last month, as NGC benefited by slotting each week’s 10pm premiere episodes as the following week’s 9pm lead-in (under the NAT GEO PRESENTS umbrella.) The following premiere episode either holds or improves its lead-in numbers at 10pm.
Wednesdays suffered from the end of WILD JUSTICE premieres in week 1 of the survey, as the repeats and other series which ran under the INSIDE umbrella could not maintain 10pm WILD JUSTICE’s level of viewership. The night was down by modest double-digit percentages across the board from last month.
Thursday’s Science-themed block struggles for viewership, with annual losses for the eighth straight month. Premiering series ULTIMATE FACTORIES replaced NGC SCI TECH at 10pm, and was the highest rated series for the night among M25-54. The night was up sharply in Men demos from last month.
Fridays were up for Men and declined in Women from last year, with no specific offering under the NG FRIDAY umbrella standing out this month.
Saturday was up sharply for all demos over last year, as ALASKA STATE TROOPERS continued to fill most of the anthology slots this night. This led to modest HH and demo growth over similar programming in January. This sharp growth, combined with the long-time success of verite` Cop Shows on Saturday (e.g. COPS on Fox) may suggest a genre which NGC can plumb long-term on this night.
ALASKA STATE TROOPERS combined with two runs each of SECRET SERVICE FILES and PRISON WOMEN to have a strong positive effect on Sunday’s viewership. Although earning the strongest annual HH growth of the week, the night was essentially flat with January’s delivery.
Overall, ALASKA STATE TROOPERS occupied 54% of Weekend Prime in February and was NGC’s top-rated series overall.
In their 2011-12 Upfront presentation National Geographic Channel announced the next evolutionary step in their thematic approach to scheduling. Their new series all fall into one of the following thematic pillars: Adrenaline, Extreme Engineering, Great Quests, News, Preserve Our Planet and Sci-Tech.
Natural History and domestic animal programming will air exclusively on NG Wild.
Here are some tips for those of you on the production side:
Series should have significant takeaway and be about meaningful subjects. Danger and adventure for their own sake won’t work for NGC; it must be in the service of a larger purpose.
Producers should not narrow themselves to the Travel and Natural History dimension of National Geographic, the Magazine. NGC has a very limited editorial relationship with the Magazine, and no current appetite for straightforward Travel series or specials. Look well beyond…and get to know their very diverse schedule. Science drives it as much as anything. New insights to subjects that have been covered before are welcome. New research and discoveries, as well as new takes on traditional subject matter are welcome.
The key here for originals is a fully formed idea with all the sources (as credible as can be, because fact-checking is as thorough as it should be) and a story arc with new information along the way. Key subject areas remain: science, engineering, exploration, space, expeditions and history. Crime and law enforcement are also still strong subjects, but the network claims to have no immediate need for more.
There is always an appetite for “Big Science” topics done in an entertaining and contemporary manner. The key is to make it immersive and experiential.
Very little on the acquired side, but they will take a look on anything that fits into their remit.
Since several recently-launched series have not met the threshold for renewal (including DOGTOWN, FIGHT SCIENCE, and RESCUE INK UNLEASHED,) there is a need for need for new series. Event specials are always in favor…not live or anything, but 1- or 2-hour Blue Chip docs. They still want ’em. The key is that there must be enough “substance” throughout the program to justify its length. NGC prides itself on “time spent viewing,” so substantive information and action throughout is key to their evaluation of new projects. Regardless, it’s the ol’ “we want new info on familiar topics” that rules the day. “Big science” is at the top of their “needs” list.
Blue-chip Natural History is migrating to NG Wild, which replaced Fox Reality Channel in March, 2010. The ongoing success of DOG WHISPERER has led to similar appeal series about domestic animals – that sub-genre should remain viable for some time.