Nick at Nite Nickelodeon

Nickelodeon Marks A Decade at the Top of the Ratings

Author: Nickandmore!

Marking a Decade at the Top

Nickelodeon Sets Ratings Milestone at Close of 2nd Quarter,
Netting 10 Full Years as Cable’s #1 Rated Network in Total Day Ratings

Nick Earns Top Numbers in Total Day with HH, Persons 2+ and Kids at End of
Second Quarter ’05

NEW YORK, June 28 — At the close of the second quarter in
1995, fueled by hit shows such as Rugrats, All That and The Secret World of
Alex Mack, and its nighttime Nick at Nite line-up including Bewitched and I
Love Lucy, Nickelodeon vaulted ahead of adult-targeted channels such as TBS,
USA and ESPN to become the number-one ranked cable network in total day
ratings in households (1.4) persons 2+ (0.7) and kids 2-11 (2.4) for the first
time. It is a position the network still holds today in 2005. Driven by a
new generation of hits such as SpongeBob SquarePants, Zoey 101, and The Fairly
OddParents and Avatar, and the continued popularity of such Nick at Nite shows
like Full House, Nickelodeon today records its 10th consecutive year as the
number-one cable network on a total day basis, according to Nielsen.

For the second quarter of 2005 (3/28/05-6/26/05; M-Sun., 6 a.m.-6 a.m.),
Nickelodeon (combined with Nick at Nite) averaged a 1.6 household rating (1.5
million viewers), 0.8 persons 2+ (1.8 million viewers) and a 2.8 rating among
kids 2-11 (900,000 viewers), according to Nielsen. Nickelodeon was followed
by TNT, which averaged a 1.3 HH (1.1 million viewers) and a 0.6 P 2+ (1.4
million viewers); and Cartoon Network, which earned a 1.2 HH (1.1 million
viewers) and a 0.6 P2 + (1.3 million viewers). With total viewers,
Nickelodeon and Nick at Nite outpaced all basic cable competitors by +29%.

“Maintaining a number-one position for 10 years is a testament to the
people working at Nickelodeon who are the architects of the brand, and who
have made the whole greater than the sum of its parts, as well as the amazing
show creators that have given kids so many great characters and stories over
the years,” said Cyma Zarghami, President, Nickelodeon Television.

Driving Nick’s victory in the second quarter 2005 was the premiere of
three new SpongeBob SquarePants episodes from the fourth season, earning
number-one marks in its timeperiod on all broadcast and cable nets with kids
2-11; Nickelodeon’s 18th Annual Kids’ Choice Awards which was the number-one
program for the week of March 28 to April 3 with kids and tweens on broadcast
and cable; and its successful TEENick block which showed the biggest year-to-
year growth of any daypart, up +28% among tweens 9-14 earning a 4.0 and
beating second place Disney by 33%.

Nickelodeon has maintained its number-one status in a television landscape
that has changed and grown dramatically over the past ten years. In 1995,
there was an average of 41 channels per home compared to 93 channels today. In
10 years, the number of kids’ programming hours on television has grown by
over +200%. During this time, the kids’ television landscape dramatically
changed, as illustrated by the charts below comparing the weekday afternoon
and Saturday morning dayparts from 1995 to 2005. On Saturday morning, the
total cable share among kids 2-11 has grown by +175%, while it declined by
— 51% in broadcast. Today, on weekday afternoons, there are virtually no
broadcasters airing children’s programming.

Following are some the highlights of Nickelodeon’s 10-years as the number-
one rated cable network.

* 1995: Nickelodeon/Nick at Nite becomes the highest-rated basic cable
network on a total day basis. With kids 2-11, the network earned a
2.4/582,000; and a 0.7/1.8 million total viewers (P2+) for the
programming day in the second quarter of 1995.

* 1996: The hit Nick Jr. show Blue’s Clues premieres and becomes an
instant hit with preschoolers, parents and educators. In less than two
years, it becomes the most-watched pre-school program on television.
Rugrats also earns a spot as the top-rated kids’ show on television.
For second quarter 1996, the network earned a 2.6/701,000 kids 2-11; and
a 0.7/1.3 million total viewers (P2+) for the programming day.

* 1997: Nickelodeon opens its first animation studio in Burbank in 35
years. Production begins on mega-hit series such as SpongeBob
SquarePants, Hey Arnold!, and The Fairly OddParents. On a total
programming day basis, the network earned a 3.0/823,000; and a 0.8/1.4
million total viewers (P2+) in second quarter 1997.

* 1998: Saturday mornings are no longer the top daypart for broadcast.
Nick takes over the daypart winning the 1997-1998 season. In addition,
Nickelodeon further expands into primetime, to provide kids with a
combination of animated and live-action shows such as Hey Arnold!, The
Secret World of Alex Mack, The Mystery Files of Shelby Woo and KABLAM!
With kids 2-11, the network earned a 2.8/768,000; and a 0.7/1.4 million
total viewers (P2+) for the programming day (second quarter).

* 1999: SpongeBob SquarePants launches as Nickelodeon’s first original
Saturday morning series in July, and goes onto become the most-watched
kids’ show on television and a cultural phenomenon. With kids 2-11, the
network earned a 2.7/801,000; and a 0.7/1.4 million total viewers (P2+)
in 1999.

* 2000: Nick Jr. launches Dora the Explorer in the fall, which goes on to
become one of the most successful preschool properties in history, and
captures top TV ratings among preschool programming. In addition, the
Nick Jr. block launches on CBS Saturday mornings. With kids 2-11, the
network earned a 2.8/823,000; and a 0.8/1.5 million total viewers (P2+)
for total day in 2000.

* 2001: A Rugrats: All Growed Up special in July delivers SuperBowl-like
numbers and is seen by more kids than any other telecast in cable TV
history. With kids 2-11, the network earned a 2.7/829,000; and a 0.7/1.5
million total viewers (P2+) for total day in 2001.

* 2002: Joe is introduced to Blue’s Clues in April. The TV event draws
more preschoolers than any other telecast in the history of cable. With
kids 2-11, the network earned a 3.0/965,000; and a 0.8/1.8 million total
viewers (P2+) for total day in 2002.

* 2003: Nickelodeon launches its first-ever spin-off series, Rugrats: All
Grown Up, which ranked as the network’s highest-rated premiere to-date.
The net ends 2003 owning the top 46 out of 50 kids 2-11 shows on all
broadcast and basic cable television. On a total day basis for 2003,
the network earned a 2.9/904,000 kids 2-11; and a 0.8/1.7 million total
viewers (P2+).

* 2004: TEENick launches with mega-hits Unfabulous starring Emma Roberts
and Ned’s Declassified School Survival Guide, quickly propelling
Nickelodeon to own five of the top five tween hits and its number-one
status with tweens. With kids 2-11, the network earned a 2.8/919,000;
and a 0.8/1.8 million total viewers (P2+) for total day in 2004.

Nickelodeon, now in its 26th year, is the number-one entertainment brand
for kids. It has built a diverse, global business by putting kids first in
everything it does. The company includes television programming and production
in the United States and around the world, plus consumer products, online,
recreation, books, magazines and feature films. Nickelodeon’s U.S. television
network is seen in more than 89 million households and has been the number-
one-rated basic cable network for ten consecutive years. Nickelodeon and all
related titles, characters and logos are trademarks of Viacom International

Currently seen in more than 89 million U.S. homes, Nick at Nite is coming
off its highest-rated and most-watched year in the history of the network.
Founded in 1985, Nick at Nite is the home to hit sitcoms such as The Cosby
Show, The Fresh Prince of Bel Air, Who’s The Boss?, Full House, Murphy Brown
and Roseanne. While these modern sitcoms will always be the lifeline of the
network, Nick at Nite Originals was created in 2003 to develop original
programming that meets what the network refers to as the “Four F’s” criteria:
programming that is Family-Friendly, Funny and Familiar. Nick at Nite
Originals produced Fatherhood (June 2004), a show based on Bill Cosby’s best-
selling book of the same name, which has been one of the highest rated shows
on the network. For more information about Nick at Nite’s originals line-ups,

SOURCE Nickelodeon