For the third day in a row, demand for electricity across The Southern Company`s service area has set a new record high," Southern Company Chairman, President, and Chief Executive Officer A.W. Dahlberg said today.

It was the fifth new record for peak demand set in July.

Peak demand for electricity averaged approximately 28,899,000 kilowatts at between 3 and 4 p.m. EDT Thursday, July 20, breaking the record set Wednesday, July 19, by about 426,000 kilowatts.

The Southern Company (NYSE: SO) is the parent firm of five electric utilities: Alabama Power, Georgia Power, Gulf Power, Mississippi Power, and Savannah Electric. Together, these companies supply energy to some 11 million people across the Southeast.

The Southern Company`s peak demand includes electricity used by retail and wholesale customers in the company`s service area, with the exception of energy produced by Oglethorpe Power Corp. in Georgia.