via press release:
Momentum Shifting to Disney Junior, Disney Channel’s Preschool Block
~ Surpasses Nickelodeon’s Preschool Block for the 2nd Consecutive Week in Kids 2-5
~ Delivers its Highest Rated Week of Fall 2011, Surging by Double-Digits Year to Year
~Owns Cable’s Top 9 Preschool Telecasts in Boys 2-5, and the Top 3 in Kids 2-5
Saturday’s “Mickey Mouse Clubhouse” is the Week’s No. 1 TV Telecast;
Hits Series High in Boys 2-5 and Delivers its No. 2 Telecast Ever in Kids 2-5
“Jake and the Never Land Pirates” is TV’s No. 1 Series in Kids 2-5 and Boys 2-5;
“Mickey Mouse Clubhouse” is TV’s No. 2 Series in Boys 2-5 and No. 3 in Kids 2-5
~ The 2 Series Combine for TV’s Top 9 Preschool Telecasts in Boys 2-5
For the week of November 7, 2011, Disney Junior delivered its biggest week of Fall 2011 in Total Viewers (1.36 million), Kids 2-5 (547,000/3.3), Boys 2-5 (322,000/3.8 rating), Girls 2-5 (225,000/2.8 rating) and Women 18-49 (274,000/0.4 rating), surging over year-ago averages among its core preschool demos, including by 29% in Kids 2-5 (vs. 425,000) and by 46% in Boys 2-5 (322,000 vs. 220,000).
Competitively, Disney Junior exceeded Nickelodeon’s preschool block for the 2nd consecutive week (Mon. – Thurs., 7:00 a.m. – 12:00 p.m.), holding a 7% advantage in Kids 2-5 (655,000 vs. 611,000) and a greater 41% advantage in Boys 2-5 (410,000 vs. 290,000).
- Monday’s “Mickey Mouse Clubhouse” (9:00 – 9:25 a.m.) ranked as the series’ No. 1 telecast of all time in Boys 2-5 (742,000/8.7 rating) and its No. 2 telecast on record in Kids 2-5 (1.2 million/7.3 rating), standing as the week’s No. 1 TV telecast in both target demos.
- In Boys 2-5, “Jake and the Never Land Pirates” (463,000/5.4 rating) and “Mickey Mouse Clubhouse” (431,000/5.1 rating) stood as TV’s Top 2 series, with “Jake” also the No. 1 TV series for the week in Kids 2-5 (778,000/4.7 rating).
- Impressively, “Jake and the Never Land Pirates” and “Mickey Mouse Clubhouse” accounted for cable’s Top 9 preschool telecasts for the week in Boys 2-5, and the Top 3 in Kids 2-5.
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 nearly 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, 11/7-11/13/11, and as dated.