Nat Geo on demo safari

May 13th 2006

Media Week

March 13, 2006

Nat Geo on demo safari: network intent on taking more 25-54 stats from rivals.

Looking to continue its two-and-a-half-year streak as the fastest-growing cable network, National Geographic Channel unveiled a brace of new programming at its upfront presentation last week.

The net introduced two new series, including The Final Report, a six-episode strip from the creators of Inside 9/11 that re-examines recent major news events, and Crash Test Human, an adrenalized look at devices that put its host in extremely dangerous situations “in order to see how things work.” Both series will debut in December. The net will also program 10 new specials that re-emphasize its commitment to “the sweet spot of science and natural history,” said John Ford, Nat Geo’s executive vp of programming.

The new shows are meant to build on the Nat Geo brand, which hasn’t grayed with age. “The brand may be 118 years old, but the network never does anything that doesn’t have a contemporary look and feel,” said Ford. And while the net continues to attract the adults 25-54 demo, its audience is getting younger, “and they’re getting even more upscale,” said Nat Geo president Laureen Ong, who added that 75 new advertisers are on board for the networks new season.

Nat Geo believes that demo is its for the taking. Bruce Lefkowitz, FX Networks president of ad sales, charges that Nat Ceo’s competitors have abandoned the 25-54 crowd for a younger audience: “Discovery, TLC and A&E have vacated the space, and that’s left a void of ratings points for us.”

Discovery dismissed the notion that it has turned its eyes from 25-54s, adding that it doesn’t consider Nat Geo a threat. “We play in a much bigger arena. Our sights are on ABC, CBS, those brands,” said Joe Abruzzese, Discovery ad sales president. In any event, 2554 remains a juicy target. “That demo is so lucrative, you don’t always have to get a huge audience,” said one media buyer. “Nat Geo may get a 0.8 against someone else’s 1.0, but that’s a quality 0.8 they’re reaching.”

The network’s CPMs are estimated to be up more than 20 percent from last year.

Business and Industry