Disney XD Sets November Ratings Highs in Total Day and Prime

Categories: Network TV Press Releases

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November 30th, 2010

via press release:

Disney XD 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 XD’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 XD 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 XD 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 XD 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 XD 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 XD 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 XD 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 XD 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 XD 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 XD 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 XD is seen on a 24-hour, advertiser supported network that reaches over 78 million households via its basic cable and satellite affiliates. Disney XD 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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