Disney XD Sets November Ratings Highs in Total Day and Prime

via press release:

Disney😄 Sets November Highs in Total Day and Prime; Becomes the Network’s 2nd-Most-Watched Month Ever in Prime Across All Boy Demos

Delivers its 23rd Straight Month of Year-to-Year Increases in Prime in Kids 6-14, Kids 6-11, Tweens 9-14 and Boys 9-14, and 21st Straight Month in Boys 6-14 and Boys 6-11 – Currently the Longest Streak of its Kind for Any Kid-Catering Network

Exceeds Nicktoons by Double-Digit Percent Margins Across All Target Kid Demos

“Pair of Kings” Doubles to Quintuples Nicktoons on Mondays at 8 O’Clock

November ‘10

Total Day

November ‘10 wrapped as Disney😄’s most-watched November in the network’s history in Total Day in Total Viewers (275,000), Kids 6-14 (142,000), Boys 6-14 (92,000), Kids 6-11 (117,000), Boys 6-11 (76,000), Tweens 9-14 (84,000) and Boys 9-14 (55,000), posting hefty double-digit, year-to-year percent increases across the board.

Impressively, Disney😄 has increased its Total Day audience year to year for 23 consecutive months among Boys 6-14 and Boys 6-11 – currently the longest streak of its kind among kid networks.

  • Disney😄 held a wide margin of victory over Nicktoons, defeating the kid-targeting cable network by 58% among Kids 6-14 (142,000 vs. 90,000), by 35% among Boys 6-14 (92,000 vs. 68,000), by 65% among Kids 6-11 (117,000 vs. 71,000), by 41% among Boys 6-11 (76,000 vs. 54,000), by 56% among Tweens 9-14 (84,000 vs. 54,000) and by 38% among Boys 9-14 (55,000 vs. 40,000).
  • Year to year, Disney 😄 generated across-the-board double-digit percent increases in core demos: Kids 6-14 (+17% – 142,000 vs. 121,000), Boys 6-14 (+16% – 92,000 vs. 79,000), Kids 6-11 (+23% – 117,000 vs. 95,000), Boys 6-11 (+25% – 76,000 vs. 61,000), Tweens 9-14 (+14% – 84,000 vs. 74,000) and Boys 9-14 (+12% – 55,000 vs. 49,000).

Prime

Disney 😄 registered new November highs in Prime across the board — Total Viewers (341,000), Kids 6-14 (187,000), Boys 6-14 (127,000), Kids 6-11 (153,000), Boys 6-11 (104,000), Tweens 9-14 (117,000) and Boys 9-14 (80,000) — exceeding year-ago levels by significant double-digit percent margins and becoming the network’s 2nd-most-watched month on record in Boys 6-14, Boys 6-11 and Boys 9-14, behind only June ‘10. In addition, November ‘10 wrapped as the channel’s 3rd-most-watched month of all time in the Kids 6-14, Kids 6-11 and Tweens 9-14.

Disney😄 currently holds the longest growth streak of any kid-targeting cable network, growing its monthly audience year to year for the 23rd consecutive month among Kids 6-14, Kids 6-11, Tweens 9-14 and Boys 9-14, and 21st straight month among Boys 6-14 and Boys 6-11.

  • Disney😄 surpassed Nicktoons by 31% among Kids 6-14 (187,000 vs. 143,000), by 14% among Boys 6-14 (127,000 vs. 111,000), by 38% among Kids 6-11 (153,000 vs. 111,000), by 20% among Boys 6-11 (104,000 vs. 87,000), by 33% among Tweens 9-14 (117,000 vs. 88,000) and by 19% among Boys 9-14 (80,000 vs. 67,000).
  • Year to year, Disney😄 posted double-digit percent increases across all key demos: Total Viewers (+14% – 341,000 vs. 299,000), Kids 6-14 (+22% – 187,000 vs. 153,000), Boys 6-14 (+22% – 127,000 vs. 104,000), Kids 6-11 (+34% – 153,000 vs. 114,000), Boys 6-11 (+39% – 104,000 vs. 75,000), Tweens 9-14 (+17% – 117,000 vs. 100,000) and Boys 9-14 (+18% – 80,000 vs. 68,000).

Programming Highlights

On November 22, “Pair of Kings” (8:00 – 8:30 p.m.) delivered its best ratings since relocating to its new Monday 8 o’clock time period in Total Viewers (753,000) and across all target kid demos, including Kids 6-14 (513,000/1.4 rating), Boys 6-14 (332,000/1.8 rating), Kids 6-11 (402,000/1.6 rating), Boys 6-11 (255,000/2.0 rating), Tweens 9-14 (331,000/1.4 rating) and Boys 9-14 (201,000/1.6 rating).

  • On Mondays at 8 o’clock, “Pair of Kingsmore than tripled Nicktoons in the half-hour among Kids 6-14 (240% – 438,000 vs. 129,000), Kids 6-11 (241% – 344,000 vs. 101,000) and more than quintupled among Tweens 9-14 (402% – 306,000 vs. 61,000). Among the channel’s core boy demos, “Pair of Kings” more than doubled Nicktoons Boys 6-14 (161% – 258,000 vs. 99,000), Boys 6-11 (162% – 207,000 vs. 79,000), and nearly quadrupled among Boys 9-14 (298% – 179,000 vs. 45,000).

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. November 2010: 11/1/10-11/28/10.  Prime: M-Su., 8-11:00 p.m.; Total Day, M-Su, 6 a.m. – 6 a.m.).  “Pair of Kings”: 11/8-11/22/10, Mondays at 8:00 p.m..

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