Disney XD Sets 1Q Highs in Prime and Total Day; Nets 17th Straight Quarter of Year to Year Gains

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DISNEY-XD

via press release:

Disney😄 Sets 1Q Highs in Prime and Total Day in Total Viewers and Target Demos, Posting its 17th Straight Quarter of Gains in Kids 6-14, 6-11 and Tweens

~More than Doubles Nicktoons in Target Kid Demographics

 

Season 2 Premiere of “Lab Rats” is the Series’ #3 Telecast Ever in

Total Viewers and Target Kid and Boys 6-14, 6-11 and 9-14

 

 

1Q 2013 – Prime and Total Day

 

During 1Q 2013, Disney😄 recorded its most-watched 1Q in the network’s history in Prime (includes its 10 years as Toon Disney) in Total Viewers (404,000) and target demos Kids 6-14 (245,000), Boys 6-14 (148,000), Kids 6-11 (186,000), Tweens 9-14 (172,000) and Boys 9-14 (103,000), generating year-to-year increases for the 17th consecutive quarter in the demos.

 

1Q records were also achieved in Total Day across target demos, including Total Viewers (335,000), Kids 2-11 (177,000), Kids 6-14 (185,000), Kids 6-11 (138,000) and Tweens 9-14 (130,000).

 

  • Impressively, Disney😄 has grown its key demo audiences year to year in both Prime and Total Day for 17 consecutive quarters in target kids, including Kids 6-14, Kids 6-11 and Tweens 9-14

 

  • Disney😄 more than doubled Nicktoons in Prime in Kids 2-11 (+102% – 230,000 vs. 114,000), Kids 6-14 (+129% 245,000 vs. 107,000), Kids 6-11 (+127% – 186,000 vs. 82,000), Tweens 9-14 (+149% 172,000 vs. 69,000) and Boys 9-14 (+102% – 103,000 vs. 51,000), and surpassed the key competitor by double-digit percentages in Total Viewers (78% – 404,000 vs. 227,000), Boys 2-11 (+58% – 134,000 vs. 85,000), Boys 6-14 (+80% – 148,000 vs. 82,000) and Boys 6-11 (+69% – 110,000 vs. 65,000).

 

Programming Highlights:

 

  • The “Lab Rats” Season 2 premiere (2/25/13) ranked as the series’ #3 telecast of all time in Total Viewers (1.17 million), Kids 6-14 (790,000/2.2 rating), Boys 6-14 (439,000/2.4 rating), Kids 6-11 (608,000/2.6 rating), Boys 6-11 (324,000/2.7 rating), Tweens 9-14 (526,000/2.2 rating) and Boys 9-14 (304,000/2.5 rating).

 

Disney😄 is a basic cable channel and multi-platform brand showcasing a compelling mix of live-action and animated programming for Kids age 6-14, hyper-targeting boys and their quest for discovery, accomplishment, sports, adventure and humor. Disney😄 branded content spans television, online, mobile and VOD platforms. The programming includes series, movies and short-form, as well

as sports-themed programming developed with ESPN. In the U.S., Disney😄 is seen on a 24-hour, advertiser supported network that reaches over 80 million households via its basic cable and satellite affiliates.

 

Source: NTI, U.S. ratings, most current, 1Q 2013: 12/31/12-3/31/13; 1Q 2012:12/26/11-3/25/12.

 

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