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[11/02/10 - 12:14 PM]
Disney XD Sets October Highs in Total Day and Prime Across the Board
Disney XD spins the numbers for the month of October.

[via press release from Disney XD]

Ratings Highlights for October 2010 -- Final National Ratings

Disney XD Sets October Highs in Total Day and Prime Across the Board; Is the Month's Growth Leader in Boys 9-14 Among Kid-Targeting Networks

October '10 is Disney XD's 2nd-Most-Watched Month Ever in Prime in Boys 6-11

Posts its 22nd Consecutive Month of Year-to-Year Increases in Prime in Kids 6-14, Kids 6-11, Tweens 9-14 and Boys 9-14, and 20th Straight Month in Boys 6-14 and Boys 6-11 - Currently the Longest Streak its Kind for Any Kid-Catering Network

Surpasses Nicktoons by Double-Digit Percent Margins Across All Key Kid Demos

Original Series "Pair of Kings" Hits Series-Highs During October 2010; More Than Doubles Key Competitors in its Time Period Across Core Kids

October '10

Total Day

October '10 wrapped as Disney XD's most-watched October in the network's history in Total Day in Total Viewers (255,000), Kids 6-14 (129,000), Boys 6-14 (84,000), Kids 6-11 (104,000), Boys 6-11 (68,000), Tweens 9-14 (80,000) and Boys 9-14 (51,000), posting hefty double-digit, year-to-year percent increases across-the-board.

Impressively, Disney XD has increased its Total Day audience year-to-year for 22 consecutive months among Boys 6-14 and Boys 6-11 - currently the longest streak of its kind among kid networks.

Also impressive, Disney XD stood as the month's growth leader among kid-targeting cable networks among Boys 9-14 (+42% - 51,000 vs. 36,000), registering its 24th consecutive month of year-to-year increases in Total Day in the Boys 9-14 target demo.

· Disney XD held a wide margin of victory over Nicktoons, defeating the kid-targeting cable network by 57% among Kids 6-14 (129,000 vs. 82,000), by 35% among Boys 6-14 (84,000 vs. 62,000), by 60% among Kids 6-11 (104,000 vs. 65,000), by 36% among Boys 6-11 (68,000 vs. 50,000), by 70% among Tweens 9-14 (80,000 vs. 47,000) and by 55% among Boys 9-14 (51,000 vs. 33,000).

· Year-to-year, Disney XD generated across-the-board double-digit percent increases among Total Viewers (+15% - 255,000 vs. 222,000), Kids 6-14 (+26% - 129,000 vs. 102,000), Boys 6-14 (+35% - 84,000 vs. 62,000), Kids 6-11 (+25% - 104,000 vs. 83,000), Boys 6-11 (+33% - 68,000 vs. 51,000), Tweens 9-14 (+33% - 80,000 vs. 60,000) and Boys 9-14 (+42% - 51,000 vs. 36,000).

Prime

Disney XD registered new October highs in Prime across the board: Total Viewers (350,000), Kids 6-14 (185,000), Boys 6-14 (127,000), Kids 6-11 (149,000), Boys 6-11 (103,000), Tweens 9-14 (115,000) and Boys 9-14 (79,000), registering considerable gains over year-ago levels.

In fact, Disney XD delivered the largest year-to-year growth of any kid cable network in Prime among Tweens 9-14 (+55% - 115,000 vs. 74,000) and Boys 9-14 (+68% - 79,000 vs. 47,000), growing its audience for 22 consecutive months in the key demos, also the longest streak of its kind among kid-targeting cable networks.

October '10 now stands as Disney XD's 2nd-most-watched month on record in Boys 6-11, behind only June '10, and tied December '09 as the network's No. 2 month ever among Boys 9-14, behind June '10. In addition, October '10 wrapped as the channel's 3rd-most-watched month of all time in the remaining key kid demos: Kids 6-14, Boys 6-14, Kids 6-11, Tweens 9-14 and Boys 9-14.

· Disney XD surpassed Nicktoons by 26% among Kids 6-14 (185,000 vs. 147,000), by 14% among Boys 6-14 (127,000 vs. 111,000), by 25% among Kids 6-11 (149,000 vs. 119,000), by 11% among Boys 6-11 (103,000 vs. 93,000), by 42% among Tweens 9-14 (115,000 vs. 81,000) and by 44% among Boys 9-14 (79,000 vs. 55,000).

· Year-to-year, Disney XD generated its 22nd consecutive month of year-to-year gains among Kids 6-14 (+46% - 185,000 vs. 127,000), Kids 6-11 (+49% - 149,000 vs. 100,000), Tweens 9-14 (+55% - 115,000 vs. 74,000) and Boys 9-14 (+68% - 79,000 vs. 47,000), and 20th straight month among Boys 6-14 (+59% - 127,000 vs. 80,000) and Boys 6-11 (+66% - 103,000 vs. 62,000), representing the longest streak of its kind among cable networks catering to a kid audience.

Programming Highlights

On Wednesday, October 27, "Pair of Kings" (8:00 - 8:30 p.m.) delivered series-highs in Total Viewers (891,000) and across all target kid demos including Kids 6-14 (539,000/1.5 rating), Boys 6-14 (324,000/1.7 rating), Boys 6-11 (284,000/2.2 rating) and Boys 9-14 (199,000/1.6 rating).

· On Wednesdays at 8 o'clock during October '10, "Pair of Kings" more than doubled Nicktoons in the half-hour among Kids 6-14 (107% - 417,000 vs. 201,000), Kids 6-11 (131% - 355,000 vs. 154,000) and Tweens 9-14 (108% - 250,000 vs. 120,000), and held the definitive edge among Boys 6-14 (52% - 244,000 vs. 161,000), Boys 6-11 (69% - 214,000 vs. 127,000) and Boys 9-14 (48% - 133,000 vs. 90,000).

Disney XD 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 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 is seen on a 24-hour, advertiser supported network that reaches over 78 million households via its basic cable and satellite affiliates. Disney XD channels are in the UK, France, Spain, Denmark, Sweden, Norway, Poland, Greece, Turkey, Latin America, Japan, Germany, Austria, Switzerland and The Netherlands.

Source: NMR, final national U.S. ratings, most current, unless otherwise noted. October 2010: 9/27/10-10/31/10. Prime: M-Su., 8-11:00 p.m.; Total Day, M-Su, 6 a.m. - 6 a.m.).





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· PAIR OF KINGS (DISNEY XD)





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