via press release:
NICKELODEON CLOSES THE WEEK AS THE TOP TOTAL DAY NETWORK
SquarePants is Week’s Top Program with Kids 2-11 and 6-11;
Ranks as Number One Live-Action Series with Kids and Tweens
NEW YORK–Feb. 15, 2011–Nickelodeon closed the week (2/7/11-2/13/11) as basic cable’s number-one network in total day with total viewers (2.3 million), kids 2-11(3.7/1.3 million) and kids 6-11 (3.1/678,000). The net’s weekly win was fueled by strong performances from Nick’s hit seriesSquarePants and . A new episode of SquarePants on Saturday morning (Feb. 12, 9:30 a.m. ET/PT) “You Don’t Know Sponge” scored 5 million total viewers and ranks as the week’s top program with kids 2-11 and kids 6-11. An Saturday night premiere “iHire an Idiot” (Feb. 12, 8 p.m. ET/PT), drew 4.9 million viewers and nabbed the week’s number-one live-action program with kids 2-11, kids 6-11 and tweens 9-14.
SquarePants “You Don’t Know Sponge” won its time period (9:30-10 a.m. ET/PT) on basic cable with total viewers (5 million) and was the number-one program on all TV with kids 2-11 (8.5/3.0 million), kids 6-11 (8.8/1.9 million) and tweens 9-14 (5.9/1.3 million). “You Don’t Know Sponge” was followed by a new episode of T.U.F.F. Puppy, “Snap Dad”which hit a series high with total viewers (4.2 million), kids 2-11 (7.5/2.7 million) and kids 6-11 (7.9/1.7 million).
“iHire an Idiot,” won its Saturday night time slot (8-8:30 p.m. ET/PT) with all kid and tween demos across broadcast and basic cable and was basic cable’s top program in its time period with total viewers (4.9 million). The half-hour “Crush Week” premiere posted double-digit gains and averaged 6.6/2.3 million K2-11(+53%), 8.4/1.8 million K6-11 (+71%) and 7.7/1.7 million T9-14 (+88%)
was followed by a new episode of True Jackson, VP “Field Trip,” which scored basic cable’s top spot in its time period with tweens 9-14 and total viewers (2.4 million). The episode also posted double-digit gains over last year with all kid and tween demos averaging a 3.4//1.2 million K2-11 (+13%), 4.1/800,000 K6-11 (+8%) and 4.2/900,000 T9-14 (+56%).
Nickelodeon, now in its 31st year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon's U.S. television network is seen in more than 100 million households and has been the number-one-rated basic cable network for 16 consecutive years. For more information or artwork, visit www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA - News, VIA.B - News).