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During a month of tough Olympics competition, Discovery Communications' portfolio of U.S. networks grew +2% in P25-54 primetime delivery in February 2010 vs. February 2009, while non-DCI cable was down -7% and broadcast + 11%. In addition, TLC, Science Channel, Military Channel and Discovery en Español logged their best February ever in various demos.
Discovery Channel: top 10 network in Men 25-54/18-49/18-34, driven by premieres of DIRTY JOBS and HOWE & HOWE TECH, ranking #2 and #3, respectively on Tuesdays in M25-54/18-49, with SWAMP LOGGERS premieres ranking #1 (non-sports) on Fridays in the same demos.
TLC: Driven by nine new and returning series averaging more than 1M total viewers [P2+], TLC was a top 10 network in W25-54/18-49/18-34, experiencing its best February ever in W18-34, posting growth in all key demos vs. February 2009.
Animal Planet: February marked five straight months of year-over-year growth in P/W 18-34. I SHOULDN'T BE ALIVE was the top performing series of the month in P25-54/18-49 and M25-54, producing gains of more than 50% vs. year ago prime average in all key demos.
Investigation Discovery: best month ever in P2+, HH and P 25-54/18-49, driven by DISAPPEARED premieres, which averaged 327k P25-54, besting fully distributed networks in the Monday 10 PM timeslot, including Bravo, National Geographic, Hallmark, MSNBC, CNN, Lifetime Movie Network, Oxygen, TV Land, MTV and We. ID boasts 25 straight months of year-over-year growth in HH, 10 months in P/W 25-54, and is the fastest growing cable network in P/W 25-54 season-to-date (excluding sports).
Science Channel: best February ever in HH, P2+ and P/M/W 25-54 and 18-49, catapulted by new and returning series METEORITE MEN, MANTRACKER and SCI FI SCIENCE, each of which are posting double-digit gains vs. Science Channel's February prime premiere average in all key P/M/W demos.
Military Channel: best February ever in HH, P2+, P/M/W 25-54/18-49, fueled by premieres of WORLD AT WAR, which posted double-digit gains vs. Military Channel's February prime premiere average in all key P/M/W demos.
Discovery Health: February marked four straight months of year-over-year gains in P2+, up 10% vs. February 2009.
Discovery en Español: first time ever to rank #1 on the weekends beating Pay-TV leader Galavision in HH and P/M 18-49, garnering best ever February in HH and the key P/M/W 18-49 demos.*
All L+SD Primetime Feb 10 vs Feb 09 Data Based on Delivery And Among Ad Supported Cable Unless Otherwise Noted
* Not included in the DCI portfolio. Source: NHIH/NTIH, Jan 10 vs. Jan 09, Live+SD, Mon-Sun 7-11pm
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