Powerhouse Monday Night Programming Strategy Propels Outdoor Channel to Year-over-Year Growth

August 8, 2016

Outdoor Channel is Second Fastest Growing Cable Network on Monday Nights

denver (August 8, 2016)Outdoor Channel has defied the trend of declining television viewing in the United States (down 2% overall vs. 2015)1 to become the No. 2 fastest growing cable network on Monday nights with Adults 18-49 (+223%) and Adults 25-54 (+183%) during the most recent quarter2. The gains are a result of Outdoor Channel’s key strategic programming on Monday nights that have helped propel the growth. The announcement was made today by Outdoor Sportsman Group – Networks CEO and President Jim Liberatore.

Outdoor Channel incorporated a strategy of building an entertaining and adventure-themed Monday night lineup – anchored by Duck Dynasty, acquired in 2016 and given its syndicated cable home on Outdoor Channel.

In addition, Outdoor Channel has delivered the following:

  • In the first half of 2016 delivered its highest first and second quarter in households in
    five years.3
  • Has experienced consistent year-over-year household coverage ratings growth for last 40 of the 44 weeks4
  • With a strong roster of movies, saw Friday prime grow with Adults 18-49 (+33%) and Adults 25-54 (+29%) compared to last year5
  • Delivered its highest rated June during 2016 with Adults 18-49 and Adults 25-54 during total day in seven years6

With the documented success of the overall programming strategy, network executives will continue to build thematic nights on all three Outdoor Sportsman Group – Networks (Outdoor Channel, Sportsman Channel, World Fishing Network) to help continue and bolster viewership interest and growth. The Outdoor Sportsman Group – Networks are part of the world’s largest aggregator and distributor of outdoor lifestyle programming and also complement print and online publications spearheaded by the Outdoor Sportsman Group – Integrated Media division of
the company.

Outdoor Sportsman Group – Networks’ third quarter programming lineup is again full of original outdoor adventure and lifestyle series. This summer sees the return of Duck Dynasty with its fourth season on Outdoor Channel, the exclusive syndicated home of the hit A&E series. And Friday nights continue its “country” theme on the network with original series Nick’s Wild Ride and Craig Morgan All Access Outdoors, along with a slate of classic and modern western cinema blockbusters. Sportsman Channel continues to highlight its “Red, Wild & Blue America” persona with a crop of returning favorites and new series, including MeatEater with Steven Rinella, Pigman: The Series and #Hunter. And anglers can rest assured that World Fishing Network will offer a full schedule of rod and reel-driven series, including Lake Commandos, FlatsClass and
Fishing University.

About Outdoor Sportsman Group

Outdoor Sportsman Group is comprised of the world’s foremost media and entertainment brands for outdoor adventure enthusiasts. It includes three leading multichannel networks: Outdoor Channel, Sportsman Channel and World Fishing Network. The Group also consists of a number of established integrated media assets: 15 outdoor magazines including Guns & Ammo, Petersen’s Bowhunting and Florida Sportsman, and 19 top websites, including BassFan.com. Additionally, Outdoor Sportsman Group includes television production operations, Winnercomm, as well as aerial camera businesses, SkyCam and CableCam. For more information, visit www.outdoorsg.com, check out our MOTV app and download it here: My Out Door TV app. #AdventureToGo

Sources: 

1 Nielsen, Marketbreaks, Live U.S. HUT Coverage Rating, Monday 7P-12A, (Q2 2016 vs. Q2 2015)

2 Nielsen, Marketbreaks, Live Coverage Rating, Monday 7P-12A, (Q2 2016 vs. Q2 2015), ranked on % growth among all cable networks. Univision Deportes was #1

3 Nielsen, Marketbreaks, Live Coverage Rating, Households, Total Day, Each Q1 and Q2 for 2012-2016

4 Nielsen, Marketbreaks, Live HH Coverage Rating, Total Day, 43 Weeks: current week (9/21/15-7/17/16) vs same week a year ago (9/22/14-7/19/15)

5 Nielsen, Marketbreaks, Live A18-49 and A25-54 Coverage Rating, Friday 7P-12A, Q2 2016 vs Q2 2015

6 Nielsen, Marketbreaks, Live HH Coverage Rating, Total Day, Each June for 2010-2016

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Media Contact:
Tom Caraccioli | Outdoor Sportsman Group | 212-852-6646 | tcaraccioli@thesportsmanchannel.com

 

Outdoor Sportsman Group