For History, growing from a rich past

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Cable
For History, growing from a rich past
By Kevin Downey
May 19, 2008 - 8:36:36 AM

With cable upfront presentations continuing this month, Media Life will carry a series of network profiles with information important to media buyers and planners heading into negotiations. This is the 18th in the series. Previous articles can be found in the Cable Department.

Typically, the upfront season is a time when cable networks march out brand overhauls, aiming to catch the attention of media buyers as they prepare to spend billions of dollars of clients' money for ad time during the coming season.

Not History. It's taking the opportunity to announce it's not really changing much at all.

On the face of it, about the biggest change is in its name, to History from History Channel, made back in February.

It's still about history. If there's any real change for the No. 6 network in 25-54s, it's a shift from airing mostly specials to original series with the aim of giving hardcore viewers a reason to come back every day.

"Our strategy is not about change as much as it is about growth,” says Nancy Dubuc, executive vice president and general manager. “We’re not aging down or chasing a different viewer. We have a coveted audience of upscale men, and I have no interest in changing that direction.”

The network’s identity
History’s name pretty much says it all.

Though it's gotten a ratings boost, along with media attention, for shows like "Ice Road Truckers” and “Ax Men,” an unscripted series about lumberjacks, most of its shows fit solidly within the brand, like “Battle 360,” about World War II aircraft carrier the USS Enterprise, and the archeology-focused “Cities of the Underworld.”

The network’s target audience
History is a 25-54 network, primarily targeting men in that age group. Its median age is 50.

The network’s ratings
History's ratings are up from “Ice,” but it's hardly the prime driver of the network’s considerable growth, or anything close to it. That's coming from its core history shows. In fact, History’s primetime audience was up 20 percent in first quarter, to rank No. 12 with 1.3 million viewers, during a period when “Ice” was in reruns.

It was up 23 percent in 25-54s with 661,000 people.

“One show may be screaming a little louder than the rest because of the press attention," says Dubuc, "but that’s not our full story.”

The network’s competitive set
History competes with networks like Discovery and truTV that do well among 25-54s with unscripted shows.

What’s new for 2008/09
History is bringing “Ice” back on June 8 and it's premiering nine new series this year, including “Evolve,” about the history of life. “Surviving History” is about old weapons, while the animated “What Went Down” recreates historic events.

Specials include “Einstein,” “Cowboys” and “What Really Killed the Dinosaurs.”

The network’s upfront outlook
On a scale of 1 to 5, with 5 being excellent: 4

A LOOK AT HISTORY Launched in 1995
Parent Company	Hearst, ABC, NBC
No. of subscribers	96 million
Median viewer age	50 years old
Average primetime viewers	1,325,000
Average total-day viewers	758,000
Avg. primetime 25-54 viewers	661,000
Avg. total-day 25-54 viewers	390,000
Target audience	Adults 25-54, Men 25-54
Main Competitors	History competes with a slew of networks that air mostly unscripted shows and do well in 25-54s, including sister network A&E, Discovery and truTV.
Upfront presentation	April 28 in New York
Source: Nielsen Media Research, 1^{st Qtr. 2008}

^{Links to past upfront stories}
^TBS
^TNT
^A&E
^{Nick at Nite}
^Discovery
^{Animal Planet}
^{Food Network}
^Spike
^Lifetime
^USA
^G4
^HGTV
^DIY ^Hallmark
^truTV
^FX
^AMC

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