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Big bang for
Discovery's 'Planet Earth'


Series finale draws 5.57 million total viewers

Apr 25, 2007

“Planet Earth,” the Discovery Channel’s 11-part documentary meant to capture the natural wonders all around us, began filming five years ago, well before the current trend toward environmental consciousness that last year boosted “An Inconvenient Truth” to a huge box office tally. 

Clearly, “Earth” stood to benefit from the renewed interest in all things green, and that it did. The series ended its run Sunday night with an Earth Day marathon of the show, and it finished as the most-watched program on basic cable for the week ended April 22.

The 9 p.m. finale episode of “Earth” averaged 5.57 million total viewers, topping ESPN’s Red Sox-Yankees game, which finished No. 2, by more than 100,000 viewers.

Three episodes of “Earth” that night finished in the top 13 for the week, including the 8 p.m. episode focused on forests and the 10 p.m. one entitled “Pole to Pole.” The 9 p.m. edition was about caves.

The effort put into the documentary was impressive. Seventy cameramen traveled to more than 2,000 locations around the globe, filming footage in high definition.

But what’s perhaps most interesting about “Planet” was its drawing power across demographics. These days there aren’t many shows, on broadcast or cable, that draw a broad audience of adult viewers.

There are usually only one or two shows that make the top 10 cable shows among adults 18-34, 18-49 and 25-54. “Earth” has made all three demos’ top 10 nearly every week since it premiered on March 25.

While most programs are narrowly targeted at either twentysomethings, like Adult Swim’s “Family Guy,” or fiftysomethings, like Discovery’s “Deadliest Catch,” there were elements of “Earth” that appealed to everyone.

The environmental aspect drew in the younger crowd, who’ve grown up in the age of recycling and global warming. Animal storylines likely spoke to the older folks, parents who, like the “Earth” animals, worry over protecting their children.

"Earth" was certainly helped by nearly universally favorable reviews. Media Life's Andrew Lyons wrote, “What makes this miniseries so impressive is its storytelling. No matter how striking the scenery is in a documentary, it’s always the narrative that holds viewers, and in ‘Planet Earth’ there are dozens of compelling narratives woven through.”

“Earth” seems likely to become an Earth Day staple and will probably be rerun by Discovery and its sister networks throughout the rest of the year. The tiny Science Channel, for example, has already aired part of “Earth” and drew its third-largest audience of the year.

Discovery says that more than 46 cumulative million viewers have watched the series, meaning they’ve caught at least 6 minutes of one show over the past month.

Meanwhile, in other cable ratings for the week ended April 22:

Top five networks in primetime (18-49s): USA, ESPN, TNT, Discovery, TBS

Top five networks in primetime (total viewers): USA, TNT, Fox News, ESPN, Discovery

Top movie (18-49s): USA’s “50 First Dates” (Sunday, 7 p.m.) 1.36 million

Top sporting event (total viewers): ESPN’s “Sunday Night Baseball: Red Sox vs. Yankees” (Sunday, 8 p.m.) 5.48 million

Shows making the top 10 among 18-34s, 18-49s and 25-54s: USA’s “WWE Entertainment” (Monday, 9 p.m. and 10 p.m.); Discovery’s “Planet Earth” (Sunday, 8 p.m. and 9 p.m.); ESPN’s “Sunday Night Baseball: Red Sox vs. Yankees” (Sunday, 8 p.m.)

Show on the rise: ESPN’s “Sunday Night Baseball: Red Sox vs. Yankees,” Sunday 8 p.m. Baseball’s most heated rivalry drew the network’s best “SNB” ratings in three years.

Show on the decline: VH1’s “Charm School,” Sunday 10 p.m. Without an “I Love New York” lead-in, the network’s latest “Flavor of Love” spinoff plummeted in its second week, averaging 2.69 million total viewers, or barely half last week’s 5.09 million. It dropped out of the top 10 in all the major adult demos as well.

 

TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Household Rating
 Week Ending April 22

Rank

Primetime

Total Day

Net

(000)

Net

(000)

1

USA

1814

NICK

1593

2

TNT

1525

NAN *

1030

3

FOXN

1411

ADSM*

1018

4

ESPN

1342

TNT

964

5

DISC

1148

USA

962

6

CNN

1105

FOXN

917

7

TBSC

1094

TOON

836

8

AEN

1086

LIF

747

9

TOON

1081

CNN

696

10

LIF

1069

TBSC

667

11

NAN

1034

AEN

646

12

SPK

882

DISC

625

13

FX 

881

ESPN

609

14

HGTV

867

HIST

508

15

TVLD

840

CORT

499

16

CORT

826

SPK

496

17

TLC

822

HGTV

493

18

HIST

801

HALL

491

19

HALL

799

TVLD

480

20

SCIF

785

FAM

475

21

FAM

714

FX 

470

22

CMDY

710

CMDY

450

23

VH1

665

FOOD

443

24

MTV

611

MTV

411

25

AMC

587

TLC

407

* Network broadcasts less than 51% of minutes in a 24-hour day.
Source: Turner Entertainment Research based on data from Nielsen Media Research.

 

TOP 25 AD-SUPPORTED CABLE PROGRAMS
Ranked on Households
 Week Ending April 22

Rank

Program

Net

(000)

1

Yankees/Red Sox

ESPN

3952

2

WWE Entertainment

USA

3443

3

WWE Entertainment

USA

3403

4

Planet Earth

DISC

3262

5

Planet Earth

DISC

2955

6

Spongebob

NICK

2810

7

Law & Order: SVU

USA

2806

8

Spongebob

NICK

2796

9

Spongebob

NICK

2784

10

The O'Reilly Factor

FOXN

2758

11

Spongebob

NICK

2694

12

Spongebob

NICK

2562

13

Fairly Odd Parents

NICK

2529

14

Family Guy

ADSM

2522

15

Drake & Josh

NICK

2518

16

Fairly Odd Parents

NICK

2454

17

House

USA

2446

18

Spongebob

NICK

2442

19

Ned Declassified

NICK

2434

20

Drake & Josh

NICK

2424

21

Warriors/Mavericks

TNT

2414

22

Your World W/Neil Cavuto

FOXN

2413

23

Ned Declassified

NICK

2403

24

Spongebob

NICK

2391

25

Jimmy Neutron

NICK