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[03/29/11 - 12:44 PM]
Disney XD Delivers its Best March Ever in Total Day and Prime
Disney XD spins the numbers for the month of March and the first quarter of 2011.

[via press release from Disney XD]

Ratings Highlights for March 2011 -- Final National Ratings

Disney XD Delivers its Best March Ever in Total Day and Prime; Posts Huge Double-Digit Percent Gains Year to Year Across All Demos

Disney XD Holds the Longest Growth Streak of Any Kid Cable Network -- Posts 27th Consecutive Month of Year-to-Year Gains in Total Day and 25th Straight Month of Year-to-Year Increases in Prime in Boys 6-14 and Boys 6-11

"Zeke and Luther" and "I'm in the Band" Outperform Nicktoons in Their Time Periods by Triple-Digit Percentages Across All Target Demographics

March 2011

Driven by an expanding slate of original series that includes "Zeke and Luther," "Pair of Kings" and "I'm in the Band," March 2011 ranked as Disney XD's most-watched March in the network's history in Total Day in Total Viewers (280,000), Kids 6-14 (136,000), Boys 6-14 (86,000), Kids 6-11 (110,000), Boys 6-11 (69,000), Tweens 9-14 (83,000) and Boys 9-14 (55,000).

Impressively, Disney XD has delivered Total Day audience growth year to year for 27 consecutive months among Boys 6-14 and Boys 6-11 - currently the longest streak of its kind among kid networks.

· Disney XD outperformed Nicktoons in Total Day by hefty double-digit percent advantages: Kids 6-14 (74% - 136,000 vs. 78,000), Boys 6-14 (43% - 86,000 vs. 60,000), Kids 6-11 (86% - 110,000 vs. 59,000), Boys 6-11 (53% - 69,000 vs. 45,000), Tweens 9-14 (77% - 83,000 vs. 47,000) and Boys 9-14 (57% - 55,000 vs. 35,000).

· Year to year, Disney XD posted double-digit percent increases across all key demos: Kids 6-14 (+25% - 136,000 vs. 109,000), Boys 6-14 (+21% - 86,000 vs. 71,000), Kids 6-11 (+24% - 110,000 vs. 89,000), Boys 6-11 (+19% - 69,000 vs. 58,000), Tweens 9-14 (+30% - 83,000 vs. 64,000) and Boys 9-14 (+31% - 55,000 vs. 42,000).

Prime

Disney XD registered all-time March highs in Prime across the board: Total Viewers (345,000), Kids 6-14 (193,000), Boys 6-14 (131,000), Kids 6-11 (149,000), Boys 6-11 (101,000), Tweens 9-14 (123,000) and Boys 9-14 (87,000), delivering across-the-board double-digit percent gains in kid demos.

Disney XD continues to hold the longest growth streak of any kid-targeting cable network, growing its monthly audience year to year for the 27th consecutive month among Kids 6-11, and 25th straight month among Boys 6-14 and Boys 6-11, including by hefty double-digit percentages in 7 of the past 8 months.

· Disney XD also dominated Nicktoons in Prime, surpassing the key competitor across all key demos, including by 34% among Kids 6-14 (193,000 vs. 144,000), by 14% in Boys 6-14 (131,000 vs. 115,000), by 28% among Kids 6-11 (149,000 vs. 116,000), by 10% in Boys 6-11 (101,000 vs. 92,000), by 60% among Tweens 9-14 (123,000 vs. 77,000) and by 45% among Boys 9-14 (87,000 vs. 60,000).

· Year to year, Disney XD posted double-digit percent increases across all key demos: Kids 6-14 (+25% - 193,000 vs. 155,000), Boys 6-14 (+30% - 131,000 vs. 101,000), Kids 6-11 (+20% - 149,000 vs. 124,000), Boys 6-11 (+28% - 101,000 vs. 79,000), Tweens 9-14 (+28% - 123,000 vs. 96,000) and Boys 9-14 (+34% - 87,000 vs. 65,000).

Programming Highlights

· On Mondays at 8 o'clock time period, "Zeke and Luther" more than quadrupled Nicktoons in the half hour among Tweens 9-14 (311% - 304,000 vs. 74,000), more than tripled in Kids 6-14 (201% - 415,000 vs. 138,000), Kids 6-11 (210% - 322,000 vs. 104,000) and Boys 9-14 (232% - 186,000 vs. 56,000), and more than doubled in Boys 6-14 (136% - 260,000 vs. 110,000) and Boys 6-11 (129% - 195,000 vs. 85,000).

· On Mondays at 8:30 p.m., "I'm in the Band" also held a wide margin of victory of programming on Nicktoons in the half-hour, more than tripling delivery in Tweens 9-14 (211% - 499,000 vs. 64,000), and more than doubling in Kids 6-14 (114% - 289,000 vs. 135,000), Kids 6-11 (103% -- 236,000 vs. 116,000) and Boys 9-14 (147% - 136,000 vs. 55,000).

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. March 2011: 2/28/11-3/27/11, most current; March 2010: 3/1/10-3/28/10, L7. Prime: M-Su., 8-11:00 p.m.; Total Day, M-Su, 6 a.m. - 6 a.m.).

Ratings Highlights for 1Q 2011 -- Final National Ratings

1Q11 is Disney XD's Most-Watched Quarter of All Time in Total Day and Prime in Total Viewers and Target Kid Demographics

Grows Audience for the 9th Straight Quarter - Dates Back to Disney XD's Launch

Tops Nicktoons by Double-Digit Percentages Across the Board

"Pair of Kings" and "I'm in the Band" Hit Series Highs During the Quarter

1Q 2011

During 1Q11, Disney XD delivered its largest quarterly audience in the network's history in Total Day (includes Toon Disney) in Total Viewers (288,000) and across all key kid targets: Kids 6-14 (147,000), Boys 6-14 (95,000), Kids 6-11 (120,000), Boys 6-11 (77,000), Tweens 9-14 (93,000) and Tween Boys (60,000).

In Prime, 1Q11 also wrapped as Disney XD's most-watched quarter on record among Boys 6-14 (128,000 - tied 4Q10), Tweens 9-14 (121,000) and Boys 9-14 (83,000), and its 2nd-most-watched quarter ever in Total Viewers (337,000), Kids 6-14 (189,000), Kids 6-11 (150,000) and Boys 6-11 (103,000), behind only holiday-fueled 4Q10.

Impressively, 1Q11 marked Disney XD's 9th consecutive quarter growing its Total Day and Prime audience among its key kid and boy demos - dates back to 1Q09, the quarter Disney XD launched.

· In Total Day, DXD held the definitive edge over also midsized cable network Nicktoons, surpassing the network by 75% in Kids 6-14 (147,000 vs. 84,000), by 56% in Boys 6-14 (95,000 vs. 61,000), by 88% among Kids 6-11 (120,000 vs. 64,000), by 64% in Boys 6-11 (77,000 vs. 47,000), by 86% among Tweens 9-14 (93,000 vs. 50,000) and by 71% among Tween Boys (60,000 vs. 35,000).

· In Prime, DXD also surpassed Nicktoons by sizeable margins, outperforming the network by 39% in Kids 6-14 (189,000 vs. 136,000), by 20% in Boys 6-14 (128,000 vs. 107,000), by 38% among Kids 6-11 (150,000 vs. 109,000), by 21% in Boys 6-11 (103,000 vs. 85,000), by 61% among Tweens 9-14 (121,000 vs. 75,000) and by 46% among Tween Boys (83,000 vs. 57,000).

Programming Highlights

· On Monday, January 17, "Pair of Kings" posted series highs among Tweens 9-14 (416,000) and Boys 9-14 (228,000), and its second-most-watched telecast ever in Total Viewers (795,000).

· In its primary Monday 8 o'clock time period, "Pair of Kings" more than tripled Nicktoons in the half hour among Tweens 9-14 (252% - 218,000 vs. 62,000), nearly tripled in Boys 9-14 (193% - 132,000 vs. 45,000), and at least doubled across all other key kid categories: Kids 6-14 (157% - 313,000 vs. 122,000), Boys 6-14 (100% - 192,000 vs. 96,000) Kids 6-11 (170% - 251,000 vs. 93,000) and Boys 6-11 (103% - 154,000 vs. 76,000).

· Also on Monday, January 17, "I'm in the Band" registered series highs across the board -- Kids 6-14 (534,000), Boys 6-14 (397,000), Kids 6-11 (436,000), Boys 6-11 (347,000), Tweens 9-14 (388,000) and Boys 9-14 (273,000) -- and became the show's No. 2 telecast of all time in Total Viewers (752,000).

· In its regular Monday, 8:30 p.m. time period, "I'm in the Band" more than doubled Nicktoons in the half-hour in Tweens 9-14 (156% - 169,000 vs. 66,000) and Boys 9-14 (121% - 115,000 vs. 52,000), and nearly doubled in Kids 6-14 (95% - 251,000 vs. 129,000) and Kids 6-11 (95% -- 203,000 vs. 104,000).

· On Saturday mornings at 8:30 a.m., "Kick Buttowski" more than doubled Nicktoons in Kids 6-14 (110% - 267,000 vs. 127,000), Boys 6-14 (155% - 168,000 vs. 66,000), Kids 6-11 (129% - 234,000 vs. 102,000) and Boys 6-11 (164% - 145,000 vs. 55,000).

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 77 million households via its basic cable affiliates. Disney XD channels are in the UK, France, Spain, Denmark, Sweden, Norway, Poland, Greece, Turkey, Latin America and Japan.

Source: NMR, U.S. ratings, most current, 1Q11: 12/27/10-3/27/11; 1Q10: 12/28/09-3/28/10.





  [march 2011]  
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· I'M IN THE BAND (DISNEY XD)
· PAIR OF KINGS (DISNEY XD)
· ZEKE & LUTHER (DISNEY XD)





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