"For the seventh time this summer, 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.

Preliminary figures indicate peak demand for electricity averaged 29,556,000 kilowatts at between 2 and 3 p.m. EDT Monday, Aug. 14, breaking the record set July 25 by about 479,000 kilowatts.

Continuing high temperatures in the Southeast could cause Southern electric system customers to set new demand records through the week.

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.