Disney Junior Launches with Double-Digit Percent Ratings Gains
via press release:
Disney Junior, the New Learning-Focused Multiplatform Brand, Launches with Double-Digit Percent Gains “Jake and the Never Land Pirates” Ranks as the Channel’s No. 1 Weekday Preschool Series Premiere Ever Among Total Viewers and Kids 2-5,
and its No. 1 Preschool Launch Overall Among Boys 2-5 and Women 18-49;
Beats Recent Debut of Nickelodeon’s “Bubble Guppies” Across Target Demos
“Mickey Mouse Clubhouse” Tops “Dora the Explorer’s” Valentine Special
Head to Head; Hits 15-Month High for an Original Airing Among Boys 2-5
Disney Junior (Monday, 4:00 a.m. – 2:00 p.m.)
Reflecting the Disney brand essence with contemporary and classic stories and characters generations have a strong emotional connection to, the launch of Disney Junior, Disney Channel’s new, multiplatform brand devoted to kids 2-7 and their families, delivered impressive double-digit percent gains over year-ago daypart averages, driven by the record-setting series debut of “Jake and the Never Land Pirates” and classic favorite “Mickey Mouse Clubhouse.”
- From 4:00 a.m. – 2:00 p.m., Disney Junior exceeded the year-ago time period average by an impressive 35% among Kids 2-5 (485,000 vs. 358,000).
“Jake and the Never Land Pirates” (8:30 – 8:55 a.m.)
The series premiere “Jake and the Never Land Pirates” ranked as Disney Channel’s No. 1 weekday series debut of all time among Total Viewers (2.34 million) and Kids 2-5 (978,000/5.8 rating), and its No. 1 preschool series launch overall in Boys 2-5 (618,000/7.2 rating) and Women 18-49 (545,000/0.8 rating).
- “Jake and the Never Land Pirates” outperformed the recent premiere of Nickelodeon’s “Bubble Guppies” (1/24/11) by 35% in Total Viewers (2.34 million vs. 1.73 million) and by 11% in
Kids 2-5 (978,000 vs. 881,000).
- “Jake and the Never Land Pirates” exceeded year-ago time period averages across the board, including by 21% in Total Viewers (2.34 million vs. 1.93 million), by 33% in Kids 2-5 (978,000 vs. 736,000) and by 75% in Women 18-49 (545,000 vs. 311,000).
“Mickey Mouse Clubhouse” (9:00 – 9:30 a.m.)
An all-new “Mickey Mouse Clubhouse” defeated “Dora the Explorer’s” Valentine special on Nickelodeon by 10% in Total Viewers (2.02 million vs. 1.84 million) and by 11% in Kids 2-5 (845,000/5.0 rating vs. 762,000/4.5 rating), and stood as the series’ most-watched original telecast in 15 months in Boys 2-5 (504,000/5.9 rating).
- “Mickey Mouse Clubhouse” was up by double-digit percentages over year-ago levels (across all demos, including by 10% in Total Viewers (2.02 million vs. 1.84 million) and by 30% in Kids 2-5 (845,000 vs. 652,000).
About Disney Junior:
The newly branded, learning-focused Disney Junior reflects the emotional connection generations of consumers have to Disney storytelling and Disney characters, both classic and contemporary. Beginning in early 2011, Disney Junior will be available on basic cable in more than 99 million U.S. homes (via a daily block on Disney Channel) and to millions of other viewers on 25 Disney Junior channels (fka Playhouse Disney channels) and free-to-air broadcast partners around the world. It is also seen via subscription video-on-demand and a broadband website, DisneyJunior.com. In 2012 Disney Junior will also debut as a basic cable and satellite channel in the U.S. Disney Junior’s programming invites mom and dad to join their child in the Disney experience of magical, musical and heartfelt stories and characters, while incorporating specific learning and development themes designed for kids age 2-7. Disney Junior’s animated and live action series blend Disney’s unparalleled storytelling and characters kids love deeply with learning, including early math, language skills, healthy eating and lifestyles, and social skills.
Source: NMR, preliminary national U.S. ratings, 2/14/11, 4:00 a.m. – 2:00 p.m. Prior series premieres excludes specials.