via Disney XD press release:
February 14, 2009
Disney's Newly Branded Network, "Disney XD" Launches with Record Ratings
Launch of Flagship Series "Aaron Stone"
Surpasses All Toon Disney Debuts in Kids 6-14
"Aaron Stone" Registers Best-Ever Kid 6-14 and Boy 6-14 Levels in the Hour
Anchored by "Aaron Stone" and Featuring Sneak Previews of Upcoming
Series "Jimmy Two Shoes" and "Kid vs. Kat," Disney XD Reaches
an Impressive 6.5 Million Unique Viewers 2+ in its First Day on Air
The One-Hour Premiere Event of "Aaron Stone" Delivers Massive Triple-Digit Percent Gains Over Year-Ago Time Period Levels in Target Kid 6-14 Demo
The first original series on the newly branded Disney XD cable network, "Aaron Stone," about a teenager enlisted to become the real life version of a legendary, crime fighting online game character, launched to high marks, surpassing all series premieres on the former Toon Disney in Kids 6-14 (303,000), driven by target demo Boys 6-14 (232,000). In a synergistic move, "Aaron Stone's" premiere was also featured on Disney Channel, delivering 1.6 million Total Viewers and 892,000 Kids 6-14.
With "Aaron Stone" and sneak previews of upcoming original series "Jimmy Two Shoes" and "Kid vs. Kat," Disney XD reached an impressive 6.5 million unduplicated Total Viewers and 2.6 million Kids 6-14 in its Friday, February 13 launch.
- Unveiling with two back-to-back original episodes in its debut 7 o'clock hour, "Aaron Stone" registered best-ever levels in the hour in Kids 6-14 (286,000) and Boys 6-14 (224,000).
- "Aaron Stone" towered over year ago time period levels (2/15/08) by impressive triple-digit percentages, increasing 208% in Kids 6-14 (286,000 vs. 93,000) and 266% in Boys 6-14 (223,000 vs. 61,000). Also impressive, in Total Viewers, "Aaron Stone" nearly doubled year-ago levels (549,000 vs. 279,000).
Disney XD, is a newly re-branded basic cable channel and multi-platform brand that showcases a compelling mix of live-action and animated programming for kids age 6-14, hyper-targeting boys and their quest for discovery, accomplishment, sports, adventure and humor. Disney XD branded content will span television, online, mobile and VOD platforms. The programming includes series, movies and short-form, as well as sports-themed programming developed with ESPN. In the U.S., Disney XD premiered on a 24-hour, advertiser supported network (formerly known as Toon Disney) that reaches over 72 million households via its basic cable affiliates
Source: NMR, preliminary fast national U.S. ratings, 2/13/09. Reach based on 6 minutes of viewing.
Do we really need another Disney channel? I realize “Disney XD” used to be “Toon Disney” but the point stands.
So, Tweens will pretty much watch whatever Disney tells them to. When I was 16, I was watching Scrubs (in it’s prime) and The Office (also in it’s prime), I guess times have changed in the last 3 years.
Oh, and I realize all the numbers are about kids, but my 17 year old sister and all her friends watch Hannah Montana and all that crap. Hence my rantish previous post.
Disney has been looking to grab male Tween viewers for awhile and Toon Disney was mostly a poorman’s Cartoon Network. This is a good move result on their part.