via press release:

July 09 Wraps as Disney XD’s Most-Watched Month on Record

in Prime and Total Day in Total Viewers and Across Core Demos

The Final Week of July 09 Stands as Disney XD’s Most-Watched Week

on Record in Total Day and Prime in Kids 6-14 and Boys 6-14

Since its February 13, 2009 Launch, Disney XD Exceeds Toon Disney’s Year-Ago Performance in Prime and Total Day by Double-Digit Percent Margins

“Phineas and Ferb” and “Zeke & Luther” Place Among TV’s Top 5 Programs in Their Time Slots, and Tower Over Mid-Size Cabler Nicktoons Across All Key Breaks

July 09

Powered by key properties “Phineas and Ferb” and “Zeke and Luther,” and movies such as “Charlie and the Chocolate Factory” and “The Adventures of Shark Girl & Lava Boy,” July 09 became Disney XD’s most-watched month in the net’s history (includes Toon Disney) in Total Day in Total Viewers (307,000) and across all key kid targets, specifically Kids 6-14 (154,000) and Boys 6-14 (95,000).

  • Versus Toon Disney’s year-ago performance, Disney XD’s ratings surged by an impressive 24% in Total Viewers (307,000 vs. 247,000), by 60% in Kids 6-14 (154,000 vs. 96,000) and by 46% in Boys 6-14 (95,000 vs. 65,000).
  • Since its rebrand on 2/13/09, Disney XD exceeds Toon Disney’s equivalent year-ago deliveries by a solid 14% in Total Viewers (258,000 vs. 227,000), by 40% in Kids 6-14 (116,000 vs. 83,000) and by 30% in Boys 6-14 (74,000 vs. 57,000).

In Prime, July 09 also qualified as Disney XD’s No. 1 month ever and posted double-digit percent increases year to year in Kids 6-14 (71% – 166,000 vs. 97,000) and Boys 6-14 (44% – 108,000 vs. 75,000 – tied June 09).

  • In Total Viewers, the month wrapped boasting July highs and as the net’s No. 2-ranked month ever, climbing 37% year to year (342,000 vs. 250,000).
  • Since its launch on 2/13/09, Disney XD surpasses Toon Disney’s year-ago performance by 18% in Total Viewers (309,000 vs. 261,000), by 47% in Kids 6-14 (137,000 vs. 93,000) and by 25% in Boys 6-14 (91,000 vs. 73,000).

Also impressive, the final week of July 09 qualified as Disney XD’s most-watched week ever in Total Day in Kids 6-14 (166,000) and Boys 6-14 (99,000). In Prime, the week also ranked as the net’s most-watched week ever the same key Kid 6-14 (206,000) and Boy 6-14 (127,000) demos.

Programming Highlights

  • In its primary Monday, 8:30 p.m. time period, newcomer “Zeke and Lutherranked among TV’s Top 5 programs in the half-hour based on rating, and towered over also-mid-sized cable network Nicktoons (“Avatar”) by 94% in Kids 6-14 (225,000 vs. 116,000) and by 82% in Boys 6-14 (162,000 vs. 89,000).
  • Ranking a competitive 4th in its time period, “Phineas and Ferb” (Mon.-Fri., 4:30 – 5:00 p.m.) overshadows similarly distributed cable network Nicktoons (“Avatar”/”Danny Phantom”) by 65% in Kids 6-14 (215,000 vs. 130,000) and by 39% in Boys 6-14 (135,000 vs. 97,000).

Disney XD is a basic cable channel and multi-platform brand that showcases 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 XD 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 XD premiered on a 24-hour, advertiser supported network (formerly known as Toon Disney) that reaches over 72 million households via its basic cable affiliates.

Source: NMR, final national U.S. ratings, most current, July 2009: 6/29-7/26/09.  Prime: M-Su., 8-11:00 p.m.; Total Day, M-Su, 6 a.m. – 6 a.m.).  Disney XD: 2/13-7/26/09; Toon Disney: 2/15-7/27/08.

Posted by:TV By The Numbers

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