THE DISCOVERY CHANNEL grows 40% among viewers in April 2007 driven by planet earth and deadliest catch
TLC Reaps 14th Consecutive Month of Year-Over-Year Gains in P2+
(Silver Spring, Md.) – The Discovery Channel earned a ratings windfall in April 2007 with a 40% increase in P2+ delivery in primetime (1.1M) and 33% increases in households, P25-54 and P18-49 ratings vs. April 2006. The network ranks #5 overall in cable for the month in household ratings in primetime and #3 overall for the month among P18-49, P25-54 and M25-54.
The groundbreaking series PLANET EARTH and the return of the network’s highest-rated series, DEADLIEST CATCH, contributed to the explosive growth for the network in April. PLANET EARTH drew an average of 5.1 million viewers in each of its premieres, garnered a 3.3 household rating and, with the exception of cable sports, was the #1 program among P25-54 in ad-supported cable for six consecutive Sundays.
DEADLIEST CATCH has been the #1 ad-supported cable program in P25-54 and M18-49 ratings every episode since its season premiere on April 3. During the month, DEADLIEST CATCH on average outperformed ABC’s Dancing with the Stars, Great American Dream, George Lopez and According to Jim; NBC’s Law & Order: Criminal Intent; and the CW’s Pussycat Dolls and Gilmore Girls among M 25-54 ratings.
In April 2007, TLC posted 14% primetime household ratings gains over April 2006 (0.8) and the network achieved its 14th consecutive month of year-on-year audience growth. The increases were driven in large part by the season debut of LITTLE PEOPLE BIG WORLD, which attracted more than 26 million people in the month of April*. Premieres of the series averaged over 2.2 million P2+ in its regular time slot (Monday 8p), averaging a 1.7 household rating. Other strong performers for the month included Thursday night hit AMERICAN CHOPPER, which boosted TLC to the #1 slot among M25-54 in the timeslot (tied with Spike and TNT). Friday mainstay WHAT NOT TO WEAR made TLC #1 among W25-54 and W18-49 in the Friday 9p timeslot. The network also saw a strong debut on April 21 for the new Saturday night property series THE REAL DEAL, which averaged double-digit ratings gains for households (+25%), P25-54 (+17%) and P18-49 (+20%) over April 2006.
*P2+ cume, 6 min qualifier, April 2-27
In other Discovery network ratings news, the Travel Channel earned April 2007 primetime ratings increases of 33% in households, 100% in P18-49 and 17% in P2+ vs. April 2006. The network’s performance was driven in part by the performance of the new series BIZARRE FOODS WITH ANDREW ZIMMERN.
The Science Channel grew its primetime household rating (0.3) in April 2007 by 50% over April 2006. The network led in primetime ratings growth for P18+ among ad-supported cable networks (tie at 0.2, +100%). For April 2007, the network experienced double-digit ratings gains in primetime delivery among key demographics over April 2006, including Adults 25-54 (+77%), Men 25-54 (+66%), Women 25-54 (+107%) and Households (+56%). Overall, P2+ Delivery was up 67%.
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