2011 is Disney XD's Most-Watched Year Ever in Prime and Total Day in Total Viewers, Key Kid and Boy Demographics

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December 14th, 2011

via press release:

Ratings Highlights for 2011 -- Final National Ratings

 

2011 is Disney XD’s Most-Watched Year Ever in Prime and

Total Day in Total Viewers, Key Kid and Boy Demographics

Ratings Surpass Year-Ago Levels by Double-Digit Percentages Across Core Kid Demographics

Cable’s Growth Leader among All Kid Cable Networks

 

Launches “Kickin’ It” to Record Levels; Fast Becomes Disney XD’s #1 Series; Accounts for Network’s Top 3 Live-Action Telecasts in 6-14, 6-11 and 9-14 Demos

 

Disney XD 2011 Total Day and Prime

 

Disney XD surged to its biggest year in the platform's history (including its 10 years as Toon Disney) with strong performances by a roster of original series -- most notably its top two series, “Kickin’ It” and “Pair of Kings” -- along with the channel debut of the moviePhineas and Ferb: Across the 2nd Dimension.” The yearly ratings records were set in Total Day and Prime in Total Viewers and all target kid and boy demographics, 2-11, 6-14, 6-11 and 9-14.  Disney XD's 2011 ratings surpassed year-ago results by double-digit percentages across core kid demographics, making it the growth leader among all channels serving kids.

 

David Levine, Vice President and General Manager, Disney XD Worldwide, said, "We set out to offer stories, characters and stars that are relatable and inspiring, and this year our programming connected with more viewers than ever before, while offering our clients a very effective way to reach kids, especially boys."  He continued, "We have great content in store for 2012 and every expectation to continue our growth trajectory.”

 

In Total Day, Disney XD delivered its largest annual audience in the channel's history in Total Day in Total Viewers (307,000) and across all key kid demographics: Kids 2-11 (175,000), Kids 6-11 (134,000), Kids 6-14 (166,000), Tweens 9-14 (107,000) – and across all boy targetsBoys 2-11 (107,000), Boys 6-11 (84,000) and Boys 6-14 (103,000) and Boys 9-14 (68,000), posting solid double-digit percent increases in all key breaks.

 

  • Year to year, Disney XD emerged as cable’s kid growth leader, climbing by hefty margins across all target kid demos: Kids 6-14 (+26% - 166,000 vs. 132,000), Boys 6-14 (+20% - 103,000 vs. 86,000), Kids 6-11 (+25% - 134,000 vs. 107,000), Boys 6-11 (+22% - 84,000 vs. 69,000), Tweens 9-14 (+32% - 107,000 vs. 81,000) and Boys 9-14 (+28% - 68,000 vs. 53,000).

 

  • Disney XD defeated Nicktoons by double-digit percentages in Total Day across the board: by 61% in Total Viewers (307,000 vs. 191,000), by 80% in Kids 2-11 (175,000 vs. 97,000), by 62% in Boys 2-11 (107,000 vs. 66,000), by 84% in Kids 6-14 (166,000 vs. 90,000), by 56% in Boys 6-14 (103,000 vs. 66,000), by 94% in Kids 6-11 (134,000 vs. 69,000), by 65% in Boys 6-11 (84,000 vs. 51,000), by 88% in Tweens 9-14 (107,000 vs. 57,000) and by 62% in Boys 9-14 (68,000 vs. 42,000).

 

In Prime, 2011 also ranked as Disney XD’s most-watched year on record in Total Viewers (356,000) and in target measures:  Kids 2-11 (211,000), Boys 2-11 (134,000), Kids 6-11 (170,000), Boys 6-11 (110,000), Kids 6-14 (211,000), Boys 6-14 (136,000), Tweens 9-14 (137,000) and Boys 9-14 (90,000).

 

  • The biggest year-to-year gainer among kid cable networks, Disney XD surpassed year-ago levels by double-digit percentages across its core kid demo group: Kids 2-11 (+15% - 211,000 vs. 184,000), Kids 6-14 (+24% - 211,000 vs. 170,000), Boys 6-14 (+20% - 136,000 vs. 113,000), Kids 6-11 (+25% - 170,000 vs. 136,000), Boys 6-11 (+24% - 110,000 vs. 89,000), Tweens 9-14 (+30% - 137,000 vs. 105,000) and Boys 9-14 (+27% - 90,000 vs. 71,000).

 

  • Disney XD exceeded Nicktoons by double-digit percentages across the board: by 24% in Total Viewers (356,000 vs. 287,000), by 38% in Kids 2-11 (211,000 vs. 153,000), by 23% in Boys 2-11 (134,000 vs. 109,000), by 53% in Kids 6-14 (211,000 vs. 138,000), by 28% in Boys 6-14 (136,000 vs. 106,000), by 55% in Kids 6-11 (170,000 vs. 110,000), by 31% in Boys 6-11 (110,000 vs. 84,000), by 65% in Tweens 9-14 (137,000 vs. 83,000) and by 43% in Boys 9-14 (90,000 vs. 63,000).

 

Programming Highlights – Chronological

 

  • On June 13, Disney XD broke more series launch records, as its original series “Kickin’ Itbecame the network’s #1 series premiere in its history in Total Viewers (873,000), Kids 6-14 (578,000) and Tweens 9-14 (393,000), and its #1 live-action series premiere of all time among Kids 6-11 (431,000).

 

  • Moreover, the series’ 6/20, 7/18 and 7/25 telecasts rank as Disney XD’s Top 3 live-action telecasts of all time in Kids 6-14, Kids 6-11 and Tweens 9-14.

 

  • On August 13, the Disney XD premiere of “Phineas and Ferb: Across the 2nd Dimensionbecame the network’s #2 telecast on record in Boys 6-11 (455,000/3.6 rating), and its #1 movie telecast ever in Kids 6-11 (751,000/3.0 rating) and Boys 9-14 (304,000/2.4 rating).

 

  • Now in its second season, “Pair of Kingsis out-performing its Season One average by solid margins, including by 11% in Kids 6-14 (511,000 vs. 460,000), by 11% in Kids 6-11 (413,000 vs. 371,000) and by 18% in Tweens 9-14 (373,000 vs. 316,000), ranking as the network’s #2 live-action series of 2011 in Total Viewers, Kids 6-14, Kids 6-11 and Tweens 9-14.

 

Source: NTI, U.S. ratings, 2011: 12/27/10-12/11/11, most current; 2010: 12/28/09-12/26/10, L7; Prime: M-Su., 8:00 -11:00 p.m.; Total Day, M-Su, 6 a.m. – 6 a.m.).  Ratings for Series/Special premieres based on Live + SD; DXD series ranks based on most current.

 
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