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[12/07/10 - 11:48 AM]
Hub Network Original Mini-Series Event "Transformers Prime" Delivers Significant Audience Gains and Best-Ever Performances for Network in Key Demographics
The Hub spins the numbers for the week of November 29-December 3.

[via press release from The Hub]

Hub Network Original Mini-Series Event TRANSFORMERS PRIME Delivers Significant Audience Gains and Best-Ever Performances for Network in Key Demographics

-- The Hub Remains Top Co-Viewing Network Among Kids Cable Networks --

-- FAMILY GAME NIGHT Continues Growth Pace --

December 7, 2010

(Los Angeles, Ca.) The Hub, a television network for kids and their families, generated significant week-to-week audience gains with its five-part mini-series premiere presentation of the original animated series "Transformers Prime." The special multi-part event (Monday-Friday, November 29-December 3, 6:30-7 p.m. ET) and its encore presentations included best-ever individual program ratings for the network among Households and Persons 2+. The Hub is a joint venture between Discovery Communications and Hasbro, Inc.

The success of the mini-series also boosted The Hub to overall gains versus the previous week in total day among key demographics.

For the week, The Hub remained the top co-viewed network among all kid cable networks in K2-11 and A18-49. For the five-day (Monday-Friday) time period average, "Transformers Prime" was the top co-viewed program in kid cable with 43% of Kids 2-11 watching with Adults 18-49.

The Hub Original Series "Family Game Night" continued its significant growth pace, delivering triple-digit audience gains in key demographics versus the previous week.

Highlights for the week include:

Daypart Averages:

In total day, The Hub netted double-digit percent delivery increases over the prior week among key demos, including gains of +29% with Households (72,000); +30% with Persons 2+ (103,000); +36% with Kids 2-11 (38,000); and +27% with Adults 18-49 (42,000).

In prime time, (Monday-Sunday 8-11 p.m.) The Hub netted delivery increases over the prior week, including gains of +29% among Households (107,000); +26% among Persons 2+ (152,000); +56% among Kids 2-11 (42,000); and +2% with A18-49 (58,000).

Co-Viewing:

For the week, The Hub was the top co-viewed network among all kid cable networks in K2-11 and A18-49. Forty percent (40%) of K2-11 watched with an adult 18-49, out-performing all kid networks, including Nickelodeon (25%), Disney Channel (23%) and Cartoon Network (22%).

For the M-F time period, "Transformers Prime" had the highest percentage of co-viewing for a program in kid cable with 43% of K2-11 watching with A18-49, out-ranking Disney Channel (21%), Nickelodeon (23%) and Cartoon Network (20%).

Programming Highlights:

Against the previous week, the "Transformers Prime" mini-series event (average delivery, Monday-Friday, 6:30-7 p.m.) netted triple-digit percentage increases among key demos including Households (+241%, 191,000), Persons 2+ (+289%, 292,000), Kids 2-11 (+206%, 101,000), Boys 2-11 (+286%, 81,000), Kids 6-11 (150%, 60,000), Boys 6-11 (+293%, 55,000), Adults 18-49 (+464%, 141,000) and Men 18-49 (465%, 96,000).

The Hub's Saturday (1:30-4 p.m.) encore presentation of its new, original "Transformers Prime" mini-series event delivered triple-digit percentage increases over the prior week among key demos, including gains of +168% with Kids 6-11 (75,000); +117% with Persons 2+ (367,000); and +104% with Households (194,000). The series delivered double-digit increases of +81% with Kids 2-11 (132,000); +77% with Adults 18-49 (138,000); and +18% with Women18-49 (40,000).

The Saturday airing of the "Transformers Prime" five-part mini-series included the best-ever average audience delivery for Hub telecasts among Households (194,000) and Persons 2+ (367,000).

The mini-series won the time period (Monday - Friday five-day average), besting Nick Toons among Households, Persons 2+, Boys 2-11, Boys 6-11, Adults 18-49 and Men 18-49; and outperformed Disney XD among Men 18-49 and Men 25-54.

"Family Game Night" (Friday, 7 p.m.) netted significant delivery increases over the prior week with several key demos, including gains of +111% with Households (156,000); +79% with Persons 2+ (306,000); +65% with Kids 2-11 (135,000); +348% with Adults 18-49 (139,000); +217% with Women18-49 (73,000); +227% with Adults 25-54 (85,000); and +172% with Women 25-54 (49,000).

(Source: Nielsen Media Research; program based dayparts; most current; 11/29/10-12/3/10 vs 11/22/10-11/26/10, co-viewing in NPower, L+7)

About The Hub

The Hub is a multi-platform joint venture between Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) and Hasbro, Inc., (NYSE: HAS) with a goal of entertaining, enlightening, empowering and educating children and their families. The cable and satellite television network features original programming as well as content from Discovery's library of award-winning children's educational programming; from Hasbro's rich portfolio of entertainment and educational properties built during the past 90 years; and from leading third-party producers worldwide. The Hub lineup includes animated and live-action series, specials and game shows, and the network extends its content through a robust and engaging online presence. The Hub rebranded from Discovery Kids on October 10, 2010, and reaches approximately 61 million U.S. households. The online home of The Hub is www.hubworld.com . The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.





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