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'Unlocking DaVinci's Code' Unlocks Record Ratings Bonanza for National Geographic Channel with Network High 4.1 Million Viewers
Special Powers NGC to Top 10 Prime Position;
Sets Stage for Record Fourth Quarter
WASHINGTON, Dec. 21 -- National Geographic Channel (NGC) set
the latest in a string of ratings records for the young network with a 1.6 HH
rating and 1.2 P25-54 rating for the special "Unlocking DaVinci's Code: The
Full Story." Premiering Sunday, Dec. 19 from 9-11 p.m. ET/PT, "Unlocking
DaVinci's Code" led to the highest prime rating in the network's history --
both in households and demos, landing NGC in the top 10 cable networks in
prime for the first time. The special also led the network to its highest
rated day average and set the stage for Q4 04 to be the network's second
consecutive record quarter in HH and demos.
A total of 1.3 million persons 2+ on average watched "Unlocking DaVinci's
Code: The Full Story" on Sunday night -- the first time NGC has broken the one
million mark. Furthermore, more than four million tuned in to part of the
special with more than 2.8 million tuned in for the 9 p.m. broadcast alone.
Additional highlights for the 9 -11 p.m. airing include:
* 1.6 HH rating up 433% from Q4 04 prime avg in HH rating
* 1.2 P25-54 rating up 500% from Q4 04 prime avg in P25-54 rating
* 0.5 HH rating in total day up 150% from Q4 04 avg
* 0.3 P25-54 rating in total day up 50% from Q4 04
* NGC ranked as the #6 cable network from 9-11 p.m. in HH, outrating A&E,
* Animal Planet, Bravo, Discovery, Food Network, Fox News Channel,
History Channel, HGTV, TBS, TLC, TNT and Travel Channel
NGC ranked as the #3 cable network from 9-11 p.m. in P25-54, outrating
ABC Family, A&E, Animal Planet, Bravo, Cartoon Network, Discovery, Food
Network, Fox News Channel, History Channel, HGTV, Lifetime, MTV, TBS,
TLC, TNT and Travel Channel
"Unlocking DaVinci's Code: The Full Story" also propelled NGC to a record
prime:
* Highest prime HH average with a 1.4 rating -- up 367% from Q4 04 prime
avg
* Highest P25-54 prime rating with a 1.0 rating -- up 400% from Q4 04
prime avg
* NGC ranked as the #8 (tied) cable network in overall prime HH,
outrating or tying A&E, Animal Planet, Bravo, Discovery, Food Network,
Fox News Channel, History Channel, HGTV, MTV, TBS, TLC, TNT and Travel
Channel in HHs
* NGC ranked as the #6 cable network in overall prime in P25-54,
outrating ABC Family, A&E, Animal Planet, Bravo, Cartoon Network,
Discovery, Food Network, Fox News Channel, History Channel, HGTV, MTV,
TBS, TLC and Travel Channel
"Unlocking DaVinci's Code: The Full Story" also set record ratings for
local markets, including:
* New York: 1.2 HH rating, beating A&E, Comedy Central, Discovery, Food
Network, Fox News Channel, HGTV, MTV, Sci-Fi and TBS
* Los Angeles: 1.0 HH rating, beating A&E, Court TV, Discovery, E!, Fox
News Channel, History Channel, MTV, Sci-Fi and Spike
* Boston: 1.0 HH rating, beating CNN, Comedy Central, Court TV,
Discovery, Food Network, Fox News Channel, FX, Lifetime, TBS and TNT
Additional local market highlights include Houston (1.2 HH rating);
Charlotte (1.2 HH rating); Milwaukee (3.0 HH rating); and Kansas City (1.2 HH
rating).
A special encore presentation of "Unlocking DaVinci's Code: The Full
Story" will air Christmas Day, Saturday Dec. 25 at 6 p.m. ET / 3 p.m PT.
With NGC's two highest rated nights (Oct. 24 with Inside the U.S. Secret
Service and Dec. 19 with "DaVinci") leading the way, Q4 04 will be the highest
rated quarter in the network's history:
* New original series Naked Science (0.4 HH avg), MegaStructures (0.4 HH
avg) and Seconds from Disaster (0.4 HH avg) rank as the network's
highest rated series ever
* Q4 04 HH rtg is on target to avg. a record 0.32 rtg, + 60% from Q4 03
* Q4 04 P25-54 rtg is on target to avg. a record 0.18 rtg, + 80% from Q4
03
"Unlocking DaVinci's Code: The Full Story" marks the latest milestone in
the history of NGC, which celebrates its fourth anniversary in January. NGC
launched the most premieres in the network's history this fall with record
results, including two record setting quarters in a row, concluding with Q4
04; the highest rated prime month (Dec. 04 tied with Sept. 04); and the
highest rated original series (MegaStructures). The record ratings continue
the momentum, which began when NGC launched its "Dare to Explore" campaign
last January, which included a new look for the network across all fronts --
print, on-air and new media -- and the upfront announcement of an ambitious
new programming slate.
Since the "Dare to Explore" repositioning, ratings have seen a steady
rise. Breakout year-to-date success compared to 2003 includes:
* P25-54 prime impressions growth of 67% from 03
* HH prime impressions growth of 69% from 03
* P2+ prime impressions growth of 66% from 03
The fastest-growing cable network since its launch in the U.S. in January
2001, NGC is currently in 52 million households.
Based at National Geographic Society headquarters in Washington, D.C., the
National Geographic Channel is a joint venture between National Geographic
Television & Film (NGT&F) and Fox Cable Networks. National Geographic Channel
debuted to an initial 10 million homes in January 2001, and has been one of
the fastest growing networks in history. The Channel has carriage with all of
the nation's major cable and satellite television providers, making it
currently available to 52 million homes. For more information, please visit
http://www.nationalgeographic.com/channel.
Source: Nielsen Media Research
SOURCE National Geographic Channel
Web Site: http://www.nationalgeographic.com/channel
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