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Disney XD Ratings Highlights for March 2012 and 1Q 2012

Lab Rats

via Disney XD press release:

Ratings Highlights for March 2012 and 1Q 2012 — Final National Ratings

Disney XD Delivers its Most-Watched Month and Quarter in Prime
In the Network’s History Across Target Demos
~Cable’s Growth Leader, with Record 39 Months of Year-to-Year Gains in Kids 6-11
~Exceeds Nicktoons in All Kid Demos, Including by Double in Total Day in Kids 6-11

Original Series “Lab Rats” Launches at Record Levels; “Kickin’ It” Hits
Series High in Boys 9-14 and Airs its #2 Telecast Ever in Boys 6-14

 March 2012 – Prime

Powered by the record launch of original series “Lab Rats” and the continued strength of hit series “Kickin’ It,” March 2012 ranked as Disney XD’s most-watched month in the network’s history (includes its 10 years as Toon Disney) in Prime in Boys 6-14 (162,000), Tweens 9-14 (175,000) and Boys 9-14 (115,000), and its #2 month of all time in Total Viewers (426,000), Kids 2-11 (258,000), Kids 6-14 (255,000), Kids 6-11 (204,000) and Boys 6-11 (127,000).

  • Disney XD has grown its Prime audience year to year for 39 consecutive months in Kids 6-11 – the longest streak of its kind among all kid networks.
  • Disney XD easily defeated Nicktoons, exceeding the key competitor across all key demos: by 31% in Kids 2-11 (258,000 vs. 197,000), by 59% in Kids 6-14 (255,000 vs. 160,000), by 32% in Boys 6-14 (162,000 vs. 123,000), by 61% in Kids 6-11 (204,000 vs. 127,000), by 30% in Boys 6-11 (127,000 vs. 98,000), by 77% in Tweens 9-14 (175,000 vs. 99,000) and by 53% in Boys 9-14 (118,000 vs. 77,000).
  • Year over year, Disney XD was cable TV’s growth leader among kid networks in Kids 6-14 (+31% – 255,000 vs. 194,000), Boys 6-14 (+23% – 162,000 vs. 132,000), Kids 6-11 (+36% – 204,000 vs. 150,000), Boys 6-11 (+25% – 127,000 vs. 102,000) and Tweens 9-14 (+41% – 175,000 vs. 124,000).

1Q 2012 – Prime/Total Day

Powered by the network’s record or near-record deliveries in March 2012, 1Q 2012 wrapped as Disney XD’s most-watched quarter in Prime (includes its 10 years as Toon Disney) in Total Viewers (392,000), Tweens 9-14 (156,000) and Boys 9-14 (99,000), and its #2 quarter on record in Kids 2-11 (230,000), Kids 6-14 (231,000), Boys 6-14 (142,000), Kids 6-11 (182,000) and Boys 6-11 (111,000).

  • Disney XD out-delivered Nicktoons by substantial double-digit percent margins across all demos, including, Kids 2-11 (+27% – 230,000 vs. 181,000), Kids 6-14 (+49% – 231,000 vs. 155,000), Kids 6-11 (+52% – 182,000 vs. 120,000) and Tweens 9-14 (+58% – 156,000 vs. 99,000).
  • Disney XD exceeded year-ago averages across the board, including Kids 6-14 (+22% – 231,000 vs. 189,000 – cable’s kid growth leader), Kids 6-11 (+21% – 182,000 vs. 151,000) and Tweens 9-14 (+29% – 156,000 vs. 121,000).

In Total Day, 1Q 2012 became Disney XD’s 2nd-most-watched quarter on record in Total Viewers (309,000), Kids 2-11 (175,000), Kids 6-14 (170,000), Kids 6-11 (134,000), Tweens 9-14 (114,000) and Boys 9-14 (67,000), behind only summer-inclusive 3Q 2011.

Programming Highlights:

  • The launch of newest original seriesLab Rats” (2/27/12, 8:30 – 9:30 p.m.) became Disney XD’s #1 original series telecast of all time in Total Viewers (1.3 million), Kids 2-11 (775,000/1.9 rating), Kids 6-14 (861,000/2.4 rating), Boys 6-14 (493,000/2.7 rating), Tweens 9-14 (584,000/2.4 rating) and Boys 9-14 (358,000/2.9 rating), and its #1 original series premiere of all time in Kids 6-11 (681,000/2.8 rating).
  • Leading into the launch of “Lab Rats,” an all-new Kickin’ It” (2/27/12, 8:00 – 8:30 p.m.) hit a series high in Boys 9-14 (319,000/2.6 rating), was the series’ #2 telecast ever in Boys 6-14 (389,000/2.1 rating), and garnered 7-month highs in Total Viewers (901,000), Kids 2-11 (554,000/1.3 rating), Kids 6-14 (588,000/1.6 rating), Kids 6-11 (470,000/1.9 rating), Boys 6-11 (292,000/2.3 rating) and Tweens 9-14 (433,000/1.8 rating) – since 7/25/11.

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.

Source: NTI, U.S. ratings, most current, March 2012: 2/27/12-3/25/12; March 2011: 2/28/11-3/27/11; 1Q 2012: 12/26/11 – 3/25/12; 1Q 2011: 12/27/10-3/27/11.

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