Disney XD Sets October Highs in Total Day and Prime Across the Board

via press release:

Ratings Highlights for October 2010 — Final National Ratings

Disney😄 Sets October Highs in Total Day and Prime Across the Board;

Is the Month’s Growth Leader in Boys 9-14 Among Kid-Targeting Networks

October ‘10 is Disney😄’s 2nd-Most-Watched Month Ever in Prime in Boys 6-11

Posts its 22nd Consecutive Month of Year-to-Year Increases in Prime in Kids 6-14, Kids 6-11, Tweens 9-14 and Boys 9-14, and 20th Straight Month in Boys 6-14 and Boys 6-11 – Currently the Longest Streak its Kind for Any Kid-Catering Network

Surpasses Nicktoons by Double-Digit Percent Margins Across All Key Kid Demos

Original Series “Pair of Kings” Hits Series-Highs During October 2010;

More Than Doubles Key Competitors in its Time Period Across Core Kids

October ‘10

Total Day

October ‘10 wrapped as Disney😄’s most-watched October in the network’s history in Total Day in Total Viewers (255,000), Kids 6-14 (129,000), Boys 6-14 (84,000), Kids 6-11 (104,000), Boys 6-11 (68,000), Tweens 9-14 (80,000) and Boys 9-14 (51,000), posting hefty double-digit, year-to-year percent increases across-the-board.

Impressively, Disney😄 has increased its Total Day audience year-to-year for 22 consecutive months among Boys 6-14 and Boys 6-11 – currently the longest streak of its kind among kid networks.

Also impressive, Disney😄 stood as the month’s growth leader among kid-targeting cable networks among Boys 9-14 (+42% – 51,000 vs. 36,000), registering its 24th consecutive month of year-to-year increases in Total Day in the Boys 9-14 target demo.

  • Disney😄 held a wide margin of victory over Nicktoons, defeating the kid-targeting cable network by 57% among Kids 6-14 (129,000 vs. 82,000), by 35% among Boys 6-14 (84,000 vs. 62,000), by 60% among Kids 6-11 (104,000 vs. 65,000), by 36% among Boys 6-11 (68,000 vs. 50,000), by 70% among Tweens 9-14 (80,000 vs. 47,000) and by 55% among Boys 9-14 (51,000 vs. 33,000).
  • Year-to-year, Disney 😄 generated across-the-board double-digit percent increases among Total Viewers (+15% – 255,000 vs. 222,000), Kids 6-14 (+26% – 129,000 vs. 102,000), Boys 6-14 (+35% – 84,000 vs. 62,000), Kids 6-11 (+25% – 104,000 vs. 83,000), Boys 6-11 (+33% – 68,000 vs. 51,000), Tweens 9-14 (+33% – 80,000 vs. 60,000) and Boys 9-14 (+42% – 51,000 vs. 36,000).

Prime

Disney 😄 registered new October highs in Prime across the board: Total Viewers (350,000), Kids 6-14 (185,000), Boys 6-14 (127,000), Kids 6-11 (149,000), Boys 6-11 (103,000), Tweens 9-14 (115,000) and Boys 9-14 (79,000), registering considerable gains over year-ago levels.

In fact, Disney😄 delivered the largest year-to-year growth of any kid cable network in Prime among Tweens 9-14 (+55% – 115,000 vs. 74,000) and Boys 9-14 (+68% – 79,000 vs. 47,000), growing its audience for 22 consecutive months in the key demos, also the longest streak of its kind among kid-targeting cable networks.

October ‘10 now stands as Disney😄’s 2nd-most-watched month on record in Boys 6-11, behind only June ‘10, and tied December ‘09 as the network’s No. 2 month ever among Boys 9-14, behind June ‘10. In addition, October ‘10 wrapped as the channel’s 3rd-most-watched month of all time in the remaining key kid demos: Kids 6-14, Boys 6-14, Kids 6-11, Tweens 9-14 and Boys 9-14.

  • Disney😄 surpassed Nicktoons by 26% among Kids 6-14 (185,000 vs. 147,000), by 14% among Boys 6-14 (127,000 vs. 111,000), by 25% among Kids 6-11 (149,000 vs. 119,000), by 11% among Boys 6-11 (103,000 vs. 93,000), by 42% among Tweens 9-14 (115,000 vs. 81,000) and by 44% among Boys 9-14 (79,000 vs. 55,000).
  • Year-to-year, Disney😄 generated its 22nd consecutive month of year-to-year gains among Kids 6-14 (+46% – 185,000 vs. 127,000), Kids 6-11 (+49% – 149,000 vs. 100,000), Tweens 9-14 (+55% – 115,000 vs. 74,000) and Boys 9-14 (+68% – 79,000 vs. 47,000), and 20th straight month among Boys 6-14 (+59% – 127,000 vs. 80,000) and Boys 6-11 (+66% – 103,000 vs. 62,000), representing the longest streak of its kind among cable networks catering to a kid audience.

Programming Highlights

On Wednesday, October 27, “Pair of Kings” (8:00 – 8:30 p.m.) delivered series-highs in Total Viewers (891,000) and across all target kid demos including Kids 6-14 (539,000/1.5 rating), Boys 6-14 (324,000/1.7 rating), Boys 6-11 (284,000/2.2 rating) and Boys 9-14 (199,000/1.6 rating).

  • On Wednesdays at 8 o’clock during October ‘10, “Pair of Kingsmore than doubled Nicktoons in the half-hour among Kids 6-14 (107% – 417,000 vs. 201,000), Kids 6-11 (131% – 355,000 vs. 154,000) and Tweens 9-14 (108% – 250,000 vs. 120,000), and held the definitive edge among Boys 6-14 (52% – 244,000 vs. 161,000), Boys 6-11 (69% – 214,000 vs. 127,000) and Boys 9-14 (48% – 133,000 vs. 90,000).

Disney😄 is a basic cable channel and multi-platform brand showcasing 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😄 branded content spans 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😄 is seen on a 24-hour, advertiser supported network that reaches over 78 million households via its basic cable and satellite affiliates. Disney😄 channels are in the UK, France, Spain, Denmark, Sweden, Norway, Poland, Greece, Turkey, Latin America, Japan, Germany, Austria, Switzerland and The Netherlands.

Source: NMR, final national U.S. ratings, most current, unless otherwise noted. October 2010: 9/27/10-10/31/10.  Prime: M-Su., 8-11:00 p.m.; Total Day, M-Su, 6 a.m. – 6 a.m.).

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