DISCOVERY CHANNEL CONTINUES NEW SERIES SUCCESS WITH PREMIERES OF "SONS OF GUNS" AND "DESERT CAR KINGS"
Discovery Channel's new 2011 series continue to resonate with viewers. Driven by tune-in for the Wednesday, January 26 primetime line-up, Discovery Channel finished as the #3 ad-supported cable network for delivery among Men 18-49. The premiere of two original new series, SONS OF GUNS and DESERT CAR KINGS, posted double-digit gains in most key demos, compared to the year-ago time slots (1Q10, WED, 9PM, 10PM). These premiere series - plus newcomers GOLD RUSH: ALASKA and FLYING WILD ALASKA - have all been top performers (Top-10 ASCO programs for delivery in key demos) on their respective evenings.
The two 30-minute episodes of SONS OF GUNS were tops among men on Wednesday evening, with the 9PM and 9:30PM telecasts the #8 and #4 cable programs among Men 25-54 delivery (no exclusions), respectively. The 9PM premiere, Civil War Cannon/Shotgun, earned a 1.11 HH / 0.65 P25-54 AA%, delivering 1.49 million people (P2+). This built to the 9:30PM premiere of Master Key, which earned a 1.23 HH / 0.78 P25-54 AA%, delivering 1.69 million people (P2+).
The 10PM DESERT CAR KINGS premiere, Parts and Restoration, was the #7 non-fiction cable program among Men 18-49 on Wednesday evening (#8 among Men 25-54, excluding sports/news), and earned a 0.90 HH / 0.64 P25-54.
New episodes of SONS OF GUNS and DESERT CAR KINGS continue Wednesday, February 2 at 9PM and 10PM, respectively.
Source: NHI. Live+SD AA(000).