Disney Snaps Nick Streak With March Nielsen Win

4/02/2012 12:01 AM Eastern

There is a new kids’ kingpin in total day.

For the first time in its history, Disney Channel last
month marched past Nickelodeon in the measure
among both kids 2 to 11 and with total viewers.

After narrowing
gap considerably
over the
past year and
tying Nickelodeon
with a
2.7 total-day
cable rating
(a 2.3 national
mark) with
the 2-to-11 set
in February,
Disney Channel
past its rival
during the Nielsen month, spanning Feb. 27 through
March 25.

Disney notched a 2.6 total-day cable rating (2.2 national)
in the demo, versus a 2.4 (2.1 national) for Nick,
as the former averaged 892,000 of those watchers,
compared to 846,000 for the Viacom-owned service.

Relative to total viewers in the total-day measure,
the networks were tied with 0.6 marks. But Disney
inched ahead with watchers for the first time, with
1.57 million versus 1.54 million for Nick, according to
Nielsen data.

Disney thus ended Nick’s 17-year run as the
most-watched basic-cable network in the totalday

In recent months, Viacom officials have questioned
Nielsen’s numbers and the apparent loss of children
from the sample set.

Disney’s deliveries supplement the ongoing Nielsen
triumphs it has racked up with other kids’ rankings.
Adding March to the mix, Disney has extended its
total-day winning streak among kids 6 to 11 (2.2 rating,
545,000 of those viewers) and tweens 9 to 14 (1.9
rating, 450,000) to 11 and 23 months, respectively.

In both cases, Disney said it outpointed Nick by
double-digit percentages for a ninth consecutive

Shake It Up was TV’s No. 1 series in March among
kids 6 to 11 (6.4 rating, 1.57 million) and tweens (5.7
rating, 1.36 million). It was the top live-action skein
with kids 2 to 11 (4.5 rating, 1.85 million), according
to Nielsen.

In primetime, Disney now has stood first for 85 consecutive
months with kids 6 to 11 (4.2 rating, 1.04 million
of those watchers in March) and 79 months with
tweens (3.5 rating, 849,000).

In the initial Nielsen quarterly reporting period of
2012, Disney finished as TV’s top network in total day
for a 12th straight quarter among tweens (2.1 rating,
496,000) and now a full year among kids 6 to 11 (2.5
rating, 604,000).

Disney also matched Nick for the first time in total
day with a 2.7 cable (2.3 national) rating among
kids 2 to 11, but trailed with 945,000 to 952,000 of
those viewers.

Boosted by the Jan. 6 series finale of Wizards of Waverly
(11.3 million viewers), Disney’s pole position
in primetime reached 28 quarters with kids 6 to
11 (4.5 rating, 1.09 million viewers) and 51 quarters
among tweens (3.7 rating, 892,000 viewers).

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