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Growth in Key Demos Draws Advertisers in New Categories

NEW YORK, May 4, 2010— HISTORY™, which finished 2009 as one of the top 10 networks in adults 25-54 in all of cable television, and currently ranks the number one non-fiction network 2010 to date, today announced it will add 15 new original series and 10 tent pole specials to its roster.  The announcement was made by Nancy Dubuc, President and General Manager for HISTORY. The network is increasing its investment in programming as it commits to moving into the top 5 in key demos during the 2010-11 season.

HISTORY’s programming slate for 2010-11 features a robust line-up of captivating content at an epic scope, drawing on some of the top producers in all of television to bring an entertaining perspective and reinforce the network’s status as the preeminent destination for all things history.

Already a leader in attracting hard-to-reach male viewers, the network’s new programming slate continues to create unique destinations for viewers. HISTORY recently announced its first scripted show looking at America’s most fascinating family in THE KENNEDYS, with talent signed to the project including Oscar® nominated and Emmy Award-winning ™ Greg Kinnear (As Good As it Gets, Little Miss Sunshine), Emmy and Golden Globe nominated Canadian actor Barry Pepper (Saving Private Ryan, Flags of  Our Fathers,) acclaimed actress Katie Holmes (Batman Begins, The Ice Storm) and Oscar nominated and Emmy award-winning actor Tom Wilkinson (In The Bedroom; John Adams).

THE KENNEDYS comes to HISTORY from Joel Surnow (Co-creator, Writer and Executive Producer), Steve Kronish (Writer, Co-Executive Producer) and Jon Cassar (Director and Executive Producer) who all worked together and played crucial roles in the success of the groundbreaking Emmy and Golden Globe winning series “24.”

Additional series to premiere in the coming year include a competition series featuring legendary tales of amazing marksmanship in TOP SHOT; an archeology series which will follow legendary archeologist Dr. Zahi Hawass in CHASING MUMMIES; and an American version of the celebrated U.K. show TOP GEAR, which will be chock-full of high-adrenaline action entertainment as it tracks the colorful history of the automobile as well as the eccentric adventures of its hosts.

“We are honored to be in business with such talent as Joel Surnow, Steve Kronish, Jon Cassar, Thom Beers, Craig Piligian, LeftField Pictures, Cineflix Productions, and with the famous Egyptologist Dr. Zahi Hawass,” Dubuc added. “We are also excited at the challenge to take the long-running hit BBC series TOP GEAR and make it our own. Together, we continue to partner on innovative and game-changing programming. It’s what makes our work here at HISTORY so rewarding.

“We always appreciate and seek out new and unique stories, because history is not the story of millions – it’s a million stories,” Dubuc said. “We challenge ourselves each and every day to push the envelope, to take HISTORY to places none of us, or our viewers, have ever been. We are fortunate because history gives us the greatest stories of all time.”


For the past three years, HISTORY has delivered on its promise to increase its viewing audience, even as the network’s median age of viewers continues to get younger. In 2009 HISTORY had its best year ever with adults 25 to 54, adults 18 to 49, men 25 to 54 and men 18-49.

Entering the upfront market, the network has established a history of keeping its promises to advertisers, showing consistent growth for three consecutive years. In the first quarter HISTORY rose to No. 6 among adults 25 to 54. It has also been attracting younger viewers and was No. 7 among adults 18 to 49 in the quarter.

“We’ve had an amazing year, with groundbreaking, trend-setting programming, from AMERICA THE STORY OF US and WWII in HD to PAWN STARS and AMERICAN PICKERS. This year we have been consistently top ten in all key demos and in 2010-2011 our goal is to be top five in adults 25 to 54,” Dubuc said. “We continue to grow and to resonate with our passionate viewers and in the media landscape because we truly represent and are extremely proud of the fact that we are making history every day. In 2010-11, we are taking our network and the HISTORY brand, which has become one of the most recognized brands of today’s popular culture, to new places and new heights.”

HISTORY also attracts a larger proportion of men than any non-sports channel. So far this year, it is in the top five among men 25 to 54 and men 18 to 49, and ranks sixth with men 18 to 34. In fact, during the month of March, HISTORY’s Monday night lineup was No. 1 in all of cable against Men 18 to 34 and tied for first place with Men 18 to 49, as HISTORY also outperformed several broadcast networks.

As HISTORY’s audience has grown, it has also become younger. The average age of its viewers 2010 to date is 48, down four years from 2006. This remarkable performance has attracted new advertisers in a variety of categories who crave younger viewers.

HISTORY has gotten off to a fast start in 2010, emerging as the top factual entertainment network across most key demos. The network is up 25% year to date compared to a year ago among adults 25 to 54, up 24% among adults 18 to 49 and men 25-54 and up 22% among men 18 to 49.

2010 to-date, HISTORY was among the top five networks in cable in adults 25 to 54, adults 18 to 49, men 25 to 54 and men 18 to 49.

In addition to its popularity with men, the network is one of the most upscale in cable. In 2009, HISTORY finished among the Top 10 networks in adults 25 to 54 in households with annual income of $100,000 or more.

HISTORY’s series are among the most viewed shows in cable.  April was HISTORY’s best month ever, driven by the success of AMERICA THE STORY OF US, which was the most watched and highest rated special in network history. As well, PAWN STARS is cable’s No. 1 non-sports program averaging 2.5 million adult viewers 25 to 54.

AMERICAN PICKERS is the No. 4 ranked show with 2.0 million adult viewers 25 to 54. It is also the No. 3 non-fiction cable series and No. 1 new cable series. (note: through 4/18; excludes programs with less than 4 telecasts)

AX MEN is tied for No. 9 in cable with 1.5 million adults 25 to 54 tuning in. It is the No. 5 non-fiction cable series.  The programs are also among the tops with adults 18 to 49 and PAWN STARS ranked No. 2, AMERICAN PICKERS tied at No. 6 and AX MEN tied for No. 16.


Advertisers have responded to HISTORY as enthusiastically as viewers have. The network has been fortunate to retain its previous advertising categories, while bringing in new clients eager to reach our growing male-oriented, younger upscale audience and to be associated with the hit series and specials across all content platforms.

According to Mel Berning, EVP of Ad Sales for AETN, “The balance in our schedule allows us to bring a unique and diverse template of advertisers from different categories to the network. HISTORY has retained its core advertisers, while at the same time bringing in new advertisers – from the financial to the quick service restaurants, automotive, insurance companies, to gaming companies and movie studios.”

Key traditional advertisers including Bank of America, Ford, GM, Toyota, Geico, AT&T, Verizon, DirecTV, Microsoft, P&G and Pfizer have been joined by newer sponsors including Popeye’s, Kia, Warner Brothers, McDonald’s, Harley Davidson, Denny’s, Electronic Arts, Dominos, MillerCoors and Warner Brothers.

The HISTORY brand is also thriving and one with which sponsors should want to be identified. According to the 2010 Equitrend study, HISTORY moved into second place in quality among 76 TV networks measured. HISTORY has been ranked third since 2005.  Among the 1,149 brands studies, HISTORY ranked No. 46, ahead of Sony, Tropicana, Disney World and Kraft.

In the most recent Beta Brand identity study, HISTORY ranked No. 1 among all respondents for being valuable and informative and tied for No. 1 on being distinctive, for being high quality and being a favorite channel. Among the men surveyed, HISTORY was No. 1 for being informative, distinctive, high quality, valuable and for being a “favorite channel.”

Posted by:TV By The Numbers

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