via press release:
Kids and Moms Are ‘Going Where the Magic Begins,’ as Disney Junior
Posts Disney Channels’ Biggest March Ever in the Demos;
First 6 Weeks Rank Among the Top 10 Weeks Ever in the Daypart
“Jake and the Never Land Pirates” is TV’s No. 1 Series Among Boys 2-5 for the 2nd Consecutive Month; Pacing as Disney Channel’s No. 1 Preschool Series Ever
Disney Junior: March 2011 Highlights:
In its first full month on air, Disney Junior posted Disney Channel’s best preschool ratings ever for a March among Kids 2-5 (440,000/2.6), Boys 2-5 (239,000/2.8 rating), Girls 2-5 (201,000/2.5 rating), exceeding year-ago averages by huge margins.
- Year to year, Disney Junior outdelivered March 2010 levels in the hours across the board: +39% in Kids 2-5 (440,000 vs. 317,000), +49% in Boys 2-5 (239,000 vs. 160,000), +28% in Girls 2-5 (201,000 vs. 157,000) and +4% in Women 18-49 (233,000 vs. 223,000).
“Jake and the Never Land Pirates” ranked as the month’s No. 1 TV series among Boys 2-5 (455,000/5.3 rating) for the second consecutive month, with its February 28 telecast standing as the month’s No. 1 TV telecast in the demo.
- Through its first 13 original episodes, “Jake and the Never Land Pirates” is pacing as Disney Channel’s No. 1 preschool series of all time in Total Viewers, Kid 2-5, Boys 2-5 and Women 18-49.
Disney Junior: Launch To Date Highlights:
Since its February 14 launch, Disney Junior has recorded 6 of Disney Channel’s Top 10 weeks of all time in the daypart in Kids 2-5 and Boys 2-5, spiking by huge double-digit percent margins, year to year.
Also impressive, newcomer “Jake and the Never Land Pirates” ranked as TV’s No. 1 series during this 6-week period among both Kids 2-5 (867,000/5.2 rating) and Boys 2-5 (514,000/6.0 rating).
- Versus the equivalent year-ago period in the daypart, Disney Junior is up by double-digit percentages in Total Viewers and across its core preschool group: +18% in Total Viewers (1.3 million vs. 1.1 million), +41% in Kids 2-5 (454,000 vs. 322,000), +51% in Boys 2-5 (247,000 vs. 164,000), +31% in Girls 2-5 (207,000 vs. 158,000) and +10% in Women 18-49 (242,000 vs. 221,000).
About Disney Junior:
The new Disney Junior programming block on Disney Channel reflects the emotional connection generations of consumers have to Disney storytelling and Disney characters, both classic and contemporary. It 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. Disney Junior is 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 add a basic cable and satellite channel in the U.S.
Source: NMR, U.S. ratings, Disney Junior: M-F, 4:00 a.m. – 2:00 p.m.; SS, 4: a.m. – 9:00 a.m. March 11: 2/27/11-3/27/11; March 10: 2/28/10-3/28/10; DJ Launch to date: 2/14/11-3/27/11; PD Year-Ago: 2/15/10-3/28/10.