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Disney Channel knocks Nickelodeon from top ratings perch
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Mar 31, 2012, 3:55:37 AM3/31/12
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http://www.chicagotribune.com/entertainment/sns-rt-us-disney-nickelodeonbre82s0xh-20120329,0,2571969.story
NEW YORK (TheWrap.com) - Nickelodeon said last fall that its ratings
woes were temporary, but that doesn't look to be the case: This month,
kids-TV rival the Disney Channel beat it for the first time in its
average number of total daily viewers.
It's a notable milestone that Nick understandably downplays. It has
ruled in the ratings category every month since June 1995, when TNT
was tops. While other networks focus on primetime, kids networks fight
for total-day bragging rights because their young viewers have many
more hours of free time to spend in front of a TV set.
Ads by Google
The total viewers category counts all those 2 and older. But cable
networks -- and especially kids' networks -- carefully parse ratings
data to find areas where they won. Accordingly, Nick notes that it
beat Disney among 2-to-11 year olds in March, and in total daily
viewers in the first quarter of the year.
Nick also points out that its mouse-eared rival lost viewers from
March 2011 to this month, which is true. It's just that Nick lost far
more.
From last March to this month, Disney fell 5 percent to 1.57 million
average daily viewers. But Nick slipped a dramatic 31 percent, to
1.536 million.
Of the top 10 most-watched cable networks in March, only one slipped
more than Nick. And therein lies more bad news for Nick, because that
network is its evening offshoot: Nick at Night fell 36 percent to
942,000 average daily viewers. (Six of the Top 10 cable networks were
down in March, three were up, and one, Adult Swim, was flat.)
Gary Marsh, president and chief creative officer of Disney Channels
Worldwide, credited the Disney Channel's "smart programming choices"
with helping it overtake Nick in total viewers this month.
"Our ratings are ultimately a reflection of the affinity and
engagement our audience has with our content. Becoming No. 1 in kids 6
to 11 last year, and No. 1 in total viewers last month -- is a
testament to a how deeply we've engaged our viewers," Marsh told
TheWrap.
Parents have long complained that Nick airs too many reruns of popular
staples like "SpongeBob SquarePants," as the Disney Channel generates
new original programming like "Jessie" and "Good Luck Charlie" to
continue the success of hits like the recently departed "Wizards of
Waverly Place."
Nick responded to the ratings woes in the fall by announcing plans to
air up to 500 hours of new content in the near-term. As a result, new
shows like "Kung Fu Panda: Legends of Awesomeness" are providing
reinforcements to Nick's hit "iCarly."
Nick declined to comment Wednesday on Disney beating it in March
viewers, except to note the areas in which it beat the Disney Channel
-- and to call attention to that slip in Disney's viewership.
In the first quarter of the year, Nick averaged 952,000 total daily
viewers in the 2-11 range, compared with 945,000 for the Disney
Channel. It also averaged 1.8 million total viewers vs. 1.7 million
for the Disney Channel. It was Nickelodeon's 68th consecutive quarter
at No. 1. The question now is whether the Disney Channel can continue
its March momentum to win the second quarter of the year.
Nickelodeon -- and Philippe Dauman, CEO of its owner, Viacom -- have
argued that the Nick ratings slide that began in September was an
aberration, possibly resulting from a Nielsen Company error. Nielsen
has investigated and denied that was the case. And the slide looks
less and less like a short-term error as Nick settles into lower
numbers.
But there is some good news for Nick: Analyst David Joyce of Miller
Tabak and Co. told TheWrap that Viacom investors appear to have
factored in the lower ratings. That would make them less likely to
sell off their stock if ratings don't improve.
In November, Joyce downgraded his rating on Viacom from "buy" to
"neutral," citing Nick's ratings. But in January, he upgraded it back
to a "buy," saying the strength of Paramount Pictures' film slate
could help offset Nick's troubles.
Part of Nick's ratings problem is that the Disney Channel is "coming
out with some attractive new programming," Joyce said. But he noted
that Nick has promised more than 500 hours of new episodes in the near-
term.
"They're not taking this lightly," he said. "They are working on the
quality of the productions."
Viacom's common stock closed at $52.32 and its Class B stock at $47.17
per share Wednesday. Soon after the ratings problems came to light,
the common stock closed as low as $47.82, and the Class B shares at
$36.66, on October 3.
Board: "iCarly" (2007):
http://www.imdb.com/title/tt0972534/board/flat/196928706?p=1
http://www.huffingtonpost.com/2012/03/29/nickelodeon-ratings-down-disney_n_1387764.html?utm_source=feedburner&utm_medium=feed&utm_ca%20mpaign=Feed%3A+HP%2Fmedia+(Media+on+The+Huffington+Post)
Though Nickelodeon once claimed a dip in its ratings was a technical
error, it appears as though the network's troubles have not been
resolved.
The Wrap reports that Disney passed Nickelodeon in average daily
viewers for the first time in history this month as Nick hemorrhaged
31 percent of its viewers over the past year. Disney's viewership also
declined, but the network only suffered a 5 percent loss, allowing it
to edge out its rival.
Disney topped out at 1.57 million daily viewers. Nickelodeon came in
at No. 2 with 1.54 million and USA followed with 1.34 million. (For
the top 10, head over to The Wrap).
Nickelodeon had been first in the category for every single month
since June of 1995, so Disney's ascension to the No. 1 spot is quite
the coup.
Late last year, Viacom CEO Philippe Dauman called the networks'
ratings troubles an "explicable" "aberration." Viacom is Nickelodeon's
parent company.
Experts said Nick's reliance on hit series like "Spongebob
SquarePants" is partly to blame, as parents grew tired of the endless
re-runs on the site. But executives at the network heard the cry and
have planned a slate of new original shows, including a live action
program featuring the boy band One Direction. Just yesterday,
Nickelodeon announced it had ordered 20 episodes of a comedy featuring
Scott Baio.
Do you have fond memories of Nickelodeon and Disney? Let us know which
network you think reigns supreme in the comments.
For more on the story, including how Nickelodeon and Viacom's stock
has been affected, head over to The Wrap.
Board: "Victorious" (2010):
http://www.imdb.com/title/tt1604099/board/flat/196599943?p=1
Disney Channel Knocks Off Nickelodeon for the First Time
http://www.tvweek.com/blogs/tvbizwire/2012/03/disney-channel-knocks-off-nick.php
Television Week (blog) - Mar 29, 2012
Nickelodeon, whose ratings woes have been the subject of a dispute
with Nielsen, as previously reported, has taken another blow, as rival
Disney Channel beat it for the first time in average number of total
daily viewers, reports TheWrap.com.
Disney Channel Crowned the Month's #1 TV Network in Kids 2-11
http://www.thefutoncritic.com/ratings/2012/03/27/disney-channel-crowned-the-months-number-1-tv-network-in-kids-2-11-427313/20120327disney01/
The Futon Critic - Mar 27, 2012
Disney Channel surpassed Nickelodeon by substantial margins across
target demos, including by 23% in Kids 6-11 (545000 vs. 443000), by
40% in Tweens 9-14 (450000 vs. 321000) and by 5% in Kids 2-11 (892000
vs. 846000). Impressively, this marked the ...
Nickelodeon Loses Almost a Third Of Their Viewership
http://lezgetreal.com/2012/03/nickelodeon-loses-almost-a-third-of-their-viewership/
Lez Get Real - Mar 29, 2012
Nickelodeon may be in some trouble, and it is doubtful that this is
just because of Spongebob reruns. It has been reported that Disney has
surpassed Nickelodeon in ratings for the first time since Nick debuted
in 1995. Nick lost 31% of their viewers.
Nickelodeon fights to keep kid viewers
http://www.suntimes.com/entertainment/television/11450896-421/nickelodeon-fights-to-keep-kid-viewers.html
Chicago Sun-Times - Mar 22, 2012
BY GARY LEVIN March 22, 2012 7:08PM “Fred: The Show” star Lucas
Cruikshank is all over Nickelodeon as the top-rated kids' channel
defies challengers ... The race for kid viewers is tightening as
Disney Channel challenges the once-dominant Nickelodeon ...
Despite lagging ratings, Nickelodeon doubles content
http://www.crainsnewyork.com/article/20120315/MEDIA_ENTERTAINMENT/120319933
Crain's New York Business - Mar 15, 2012
The Disney Channel passed Nickelodeon for the lead among 6- to 11-year-
olds last year and tied it for No. 1 among 2- to 11-year-olds in
February for the first time. But Nickelodeon intends to protect its
status as the leader among kids overall.
For Nick, a renewed focus on originals
http://www.medialifemagazine.com/artman2/publish/Cable_20/For-Nick-a-renewed-focus-on-originals.asp
Media Life Magazine - Mar 15, 2012
Last fall its ratings among kids began a sharp skid that has yet to
ease. In February, for example, Nick's total-day average among kids
6-11 plummeted 29 percent, and it continued to rank behind Disney
Channel, which broke Nickelodeon's 16-year winning ...
Will Nick Get Nicked By Ratings Woes?
http://www.broadcastingcable.com/article/481591-Will_Nick_Get_Nicked_By_Ratings_Woes_.php
Broadcasting & Cable - Mar 12, 2012
Nickelodeon had to issue make-goods to its advertisers, and parent
company Viacom's earnings took a beating. Now, with eyes turned toward
the 2012-13 season, the kids game may have changed. Disney and Cartoon
Network think they can steal ad dollars ...
NEW YORK (TheWrap.com) - Nickelodeon said last fall that its ratings
woes were temporary, but that doesn't look to be the case: This month,
kids-TV rival the Disney Channel beat it for the first time in its
average number of total daily viewers.
It's a notable milestone that Nick understandably downplays. It has
ruled in the ratings category every month since June 1995, when TNT
was tops. While other networks focus on primetime, kids networks fight
for total-day bragging rights because their young viewers have many
more hours of free time to spend in front of a TV set.
Ads by Google
The total viewers category counts all those 2 and older. But cable
networks -- and especially kids' networks -- carefully parse ratings
data to find areas where they won. Accordingly, Nick notes that it
beat Disney among 2-to-11 year olds in March, and in total daily
viewers in the first quarter of the year.
Nick also points out that its mouse-eared rival lost viewers from
March 2011 to this month, which is true. It's just that Nick lost far
more.
From last March to this month, Disney fell 5 percent to 1.57 million
average daily viewers. But Nick slipped a dramatic 31 percent, to
1.536 million.
Of the top 10 most-watched cable networks in March, only one slipped
more than Nick. And therein lies more bad news for Nick, because that
network is its evening offshoot: Nick at Night fell 36 percent to
942,000 average daily viewers. (Six of the Top 10 cable networks were
down in March, three were up, and one, Adult Swim, was flat.)
Gary Marsh, president and chief creative officer of Disney Channels
Worldwide, credited the Disney Channel's "smart programming choices"
with helping it overtake Nick in total viewers this month.
"Our ratings are ultimately a reflection of the affinity and
engagement our audience has with our content. Becoming No. 1 in kids 6
to 11 last year, and No. 1 in total viewers last month -- is a
testament to a how deeply we've engaged our viewers," Marsh told
TheWrap.
Parents have long complained that Nick airs too many reruns of popular
staples like "SpongeBob SquarePants," as the Disney Channel generates
new original programming like "Jessie" and "Good Luck Charlie" to
continue the success of hits like the recently departed "Wizards of
Waverly Place."
Nick responded to the ratings woes in the fall by announcing plans to
air up to 500 hours of new content in the near-term. As a result, new
shows like "Kung Fu Panda: Legends of Awesomeness" are providing
reinforcements to Nick's hit "iCarly."
Nick declined to comment Wednesday on Disney beating it in March
viewers, except to note the areas in which it beat the Disney Channel
-- and to call attention to that slip in Disney's viewership.
In the first quarter of the year, Nick averaged 952,000 total daily
viewers in the 2-11 range, compared with 945,000 for the Disney
Channel. It also averaged 1.8 million total viewers vs. 1.7 million
for the Disney Channel. It was Nickelodeon's 68th consecutive quarter
at No. 1. The question now is whether the Disney Channel can continue
its March momentum to win the second quarter of the year.
Nickelodeon -- and Philippe Dauman, CEO of its owner, Viacom -- have
argued that the Nick ratings slide that began in September was an
aberration, possibly resulting from a Nielsen Company error. Nielsen
has investigated and denied that was the case. And the slide looks
less and less like a short-term error as Nick settles into lower
numbers.
But there is some good news for Nick: Analyst David Joyce of Miller
Tabak and Co. told TheWrap that Viacom investors appear to have
factored in the lower ratings. That would make them less likely to
sell off their stock if ratings don't improve.
In November, Joyce downgraded his rating on Viacom from "buy" to
"neutral," citing Nick's ratings. But in January, he upgraded it back
to a "buy," saying the strength of Paramount Pictures' film slate
could help offset Nick's troubles.
Part of Nick's ratings problem is that the Disney Channel is "coming
out with some attractive new programming," Joyce said. But he noted
that Nick has promised more than 500 hours of new episodes in the near-
term.
"They're not taking this lightly," he said. "They are working on the
quality of the productions."
Viacom's common stock closed at $52.32 and its Class B stock at $47.17
per share Wednesday. Soon after the ratings problems came to light,
the common stock closed as low as $47.82, and the Class B shares at
$36.66, on October 3.
Board: "iCarly" (2007):
http://www.imdb.com/title/tt0972534/board/flat/196928706?p=1
http://www.huffingtonpost.com/2012/03/29/nickelodeon-ratings-down-disney_n_1387764.html?utm_source=feedburner&utm_medium=feed&utm_ca%20mpaign=Feed%3A+HP%2Fmedia+(Media+on+The+Huffington+Post)
Though Nickelodeon once claimed a dip in its ratings was a technical
error, it appears as though the network's troubles have not been
resolved.
The Wrap reports that Disney passed Nickelodeon in average daily
viewers for the first time in history this month as Nick hemorrhaged
31 percent of its viewers over the past year. Disney's viewership also
declined, but the network only suffered a 5 percent loss, allowing it
to edge out its rival.
Disney topped out at 1.57 million daily viewers. Nickelodeon came in
at No. 2 with 1.54 million and USA followed with 1.34 million. (For
the top 10, head over to The Wrap).
Nickelodeon had been first in the category for every single month
since June of 1995, so Disney's ascension to the No. 1 spot is quite
the coup.
Late last year, Viacom CEO Philippe Dauman called the networks'
ratings troubles an "explicable" "aberration." Viacom is Nickelodeon's
parent company.
Experts said Nick's reliance on hit series like "Spongebob
SquarePants" is partly to blame, as parents grew tired of the endless
re-runs on the site. But executives at the network heard the cry and
have planned a slate of new original shows, including a live action
program featuring the boy band One Direction. Just yesterday,
Nickelodeon announced it had ordered 20 episodes of a comedy featuring
Scott Baio.
Do you have fond memories of Nickelodeon and Disney? Let us know which
network you think reigns supreme in the comments.
For more on the story, including how Nickelodeon and Viacom's stock
has been affected, head over to The Wrap.
Board: "Victorious" (2010):
http://www.imdb.com/title/tt1604099/board/flat/196599943?p=1
Disney Channel Knocks Off Nickelodeon for the First Time
http://www.tvweek.com/blogs/tvbizwire/2012/03/disney-channel-knocks-off-nick.php
Television Week (blog) - Mar 29, 2012
Nickelodeon, whose ratings woes have been the subject of a dispute
with Nielsen, as previously reported, has taken another blow, as rival
Disney Channel beat it for the first time in average number of total
daily viewers, reports TheWrap.com.
Disney Channel Crowned the Month's #1 TV Network in Kids 2-11
http://www.thefutoncritic.com/ratings/2012/03/27/disney-channel-crowned-the-months-number-1-tv-network-in-kids-2-11-427313/20120327disney01/
The Futon Critic - Mar 27, 2012
Disney Channel surpassed Nickelodeon by substantial margins across
target demos, including by 23% in Kids 6-11 (545000 vs. 443000), by
40% in Tweens 9-14 (450000 vs. 321000) and by 5% in Kids 2-11 (892000
vs. 846000). Impressively, this marked the ...
Nickelodeon Loses Almost a Third Of Their Viewership
http://lezgetreal.com/2012/03/nickelodeon-loses-almost-a-third-of-their-viewership/
Lez Get Real - Mar 29, 2012
Nickelodeon may be in some trouble, and it is doubtful that this is
just because of Spongebob reruns. It has been reported that Disney has
surpassed Nickelodeon in ratings for the first time since Nick debuted
in 1995. Nick lost 31% of their viewers.
Nickelodeon fights to keep kid viewers
http://www.suntimes.com/entertainment/television/11450896-421/nickelodeon-fights-to-keep-kid-viewers.html
Chicago Sun-Times - Mar 22, 2012
BY GARY LEVIN March 22, 2012 7:08PM “Fred: The Show” star Lucas
Cruikshank is all over Nickelodeon as the top-rated kids' channel
defies challengers ... The race for kid viewers is tightening as
Disney Channel challenges the once-dominant Nickelodeon ...
Despite lagging ratings, Nickelodeon doubles content
http://www.crainsnewyork.com/article/20120315/MEDIA_ENTERTAINMENT/120319933
Crain's New York Business - Mar 15, 2012
The Disney Channel passed Nickelodeon for the lead among 6- to 11-year-
olds last year and tied it for No. 1 among 2- to 11-year-olds in
February for the first time. But Nickelodeon intends to protect its
status as the leader among kids overall.
For Nick, a renewed focus on originals
http://www.medialifemagazine.com/artman2/publish/Cable_20/For-Nick-a-renewed-focus-on-originals.asp
Media Life Magazine - Mar 15, 2012
Last fall its ratings among kids began a sharp skid that has yet to
ease. In February, for example, Nick's total-day average among kids
6-11 plummeted 29 percent, and it continued to rank behind Disney
Channel, which broke Nickelodeon's 16-year winning ...
Will Nick Get Nicked By Ratings Woes?
http://www.broadcastingcable.com/article/481591-Will_Nick_Get_Nicked_By_Ratings_Woes_.php
Broadcasting & Cable - Mar 12, 2012
Nickelodeon had to issue make-goods to its advertisers, and parent
company Viacom's earnings took a beating. Now, with eyes turned toward
the 2012-13 season, the kids game may have changed. Disney and Cartoon
Network think they can steal ad dollars ...
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