|
|
Rising tide of teens
for Adult Swim
No. 1 cable network for
12-17s, up 15 percent
By
Abigail Azote
When it began as a block of
older-skewing animated shows in September 2001, Adult Swim was little more than an experiment
in programming. It has become hugely popular since, but no one really
knew exactly how popular until it broke off from the Cartoon Network collective
last month and began being rated as its own separate network.
While Adult Swim has done predictably well with its
18-34 target demographic, perhaps more surprising is that it has clearly
found an audience among teens. In the three weeks that the franchise
has been rated separately, it came out on top among viewers 12-17,
beating Nickelodeon, MTV and its own Cartoon Network.
Last week, Adult Swim drew 354,000 viewers 12-17, a
15 percent increase from its first week on the charts. More
significantly, it represents a growth of 138 percent from what Adult
Swim rated as a block of programming during the same period last
year.
Similar success has been found among its target 18-34s.
Adult Swim has been the No. 1 total-day cable network
in the demo in each of the three weeks it's been measured on its
own, outperforming the likes of TNT, TBS and
Nick at Nite. And it's still growing.
During the week ended April 3, its first official week
alone in the
ratings, Adult Swim drew 398,000 18-34s, edging out Nick at Nite by
57,000 viewers. By week three, the week ended April 17, it more than
doubled its lead, averaging 430,000 viewers in the same demo over
second place Nick at Nite’s 315,000.
As a block of programming, the Adult Swim franchise grew
steadily from two nights
a week to five. Now it airs Saturdays through Thursdays from
11 p.m. to 6 a.m. with programs like “Family Guy” and “Robot
Chicken,” which repeatedly rank within the top 30 on cable in the
discussed demos.
The move to separate from Cartoon Network is an indication of Adult Swim’s
growth and, according to a Cartoon Network spokesman, establishes Adult Swim on its own, with a different feel
and a distinctive voice.
It also paints a clearer picture of Adult
Swim’s performance among its target audience, a boon to
advertising sales.
Lumping Cartoon Network’s 6-11 audience with Adult Swim’s
18-34s muddled its ratings and created a profile that matched
neither Cartoon Network nor Adult Swim.
Not anymore. Parent company
Turner says the separate Nielsen measurement will highlight Adult
Swim’s performance and growth, as well as strengthen Cartoon
Network’s position as a leader in children’s programming.
Elsewhere among young viewers, the wholesale display of
beauty and brains/talent that was “Miss USA 2005” was largely
ignored by teens. The live NBC special scored highest with adults
18-24, coming in at No. 20.
Fox’s new comedy “Stacked,” starring the
oft-displayed Pam Anderson, had a more wide-ranging appeal. It
landed in the top 30 last week in every major demo from teens to
18-49s, ranking highest among 12-24s where it landed at No. 17.
“American Idol” reclaimed first place in all the
demos while its second episode took the No. 2 spot in all but the
adults 18-49 and kids 2-11 demos.
Of the top 30 shows among kids 2-11, Nickelodeon
claimed 27, with “SpongeBob” ranking the highest at No. 2.
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-49
Week Ending April 17, 2005 |
|
|
Program |
Net |
Rtg% |
In
Millions |
|
1 |
AMERICAN IDOL-WEDNESDAY |
FOX |
10.8 |
14.08 |
|
2 |
DESPERATE HOUSEWIVES |
ABC |
10.8 |
14.05 |
|
3 |
AMERICAN IDOL-TUESDAY |
FOX |
10.7 |
13.90 |
|
4 |
CSI |
CBS |
9.4 |
12.25 |
|
5 |
GREY'S ANATOMY |
ABC |
7.9 |
10.28 |
|
6 |
SURVIVOR: PALAU |
CBS |
7.4 |
9.59 |
|
7 |
CSI: MIAMI |
CBS |
6.8 |
8.79 |
|
8 |
HOUSE |
FOX |
6.6 |
8.61 |
|
9 |
WITHOUT A TRACE |
CBS |
6.4 |
8.24 |
|
10 |
APPRENTICE 3 |
NBC |
5.8 |
7.48 |
|
11 |
LAW AND ORDER |
NBC |
5.3 |
6.86 |
|
12 |
REVELATIONS |
NBC |
5.2 |
6.69 |
|
13 |
AMAZING RACE: 7 |
CBS |
5.1 |
6.58 |
|
14 |
TWO AND A HALF MEN |
CBS |
5.0 |
6.54 |
|
15 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
5.0 |
6.46 |
|
16 |
EVERYBODY LOVES RAYMOND |
CBS |
4.9 |
6.31 |
|
17 |
24 |
FOX |
4.7 |
6.11 |
|
18 |
E.R. |
NBC |
4.3 |
5.64 |
|
19 |
LAW AND ORDER:SVU |
NBC |
4.3 |
5.51 |
|
20 |
SIMPSONS |
FOX |
4.0 |
5.24 |
|
21 |
CSI: NY |
CBS |
3.9 |
5.00 |
|
22 |
FEAR FACTOR |
NBC |
3.8 |
4.93 |
|
23 |
STACKED |
FOX |
3.8 |
4.88 |
|
24 |
LAW &ORDER:TRIAL BY
JURY |
NBC |
3.6 |
4.65 |
|
25 |
DATELINE SPECIAL
4/13(S)-04/13/2005 |
NBC |
3.4 |
4.44 |
|
26 |
LOST |
ABC |
3.3 |
4.33 |
|
27 |
BACHELOR, THE |
ABC |
3.3 |
4.24 |
|
28 |
MISS USA
2005(S)-04/11/2005 |
NBC |
3.2 |
4.21 |
|
29 |
JUDGING AMY |
CBS |
3.2 |
4.19 |
|
30 |
ACCORDING TO JIM 9PM |
ABC |
3.2 |
4.18 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-34
Week Ending April 17, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
AMERICAN IDOL-WEDNESDAY |
FOX |
10.0 |
6.52 |
|
2 |
AMERICAN IDOL-TUESDAY |
FOX |
9.6 |
6.31 |
|
3 |
DESPERATE HOUSEWIVES |
ABC |
9.3 |
6.07 |
|
4 |
CSI |
CBS |
7.1 |
4.67 |
|
5 |
GREY'S ANATOMY |
ABC |
7.0 |
4.59 |
|
6 |
SURVIVOR: PALAU |
CBS |
6.1 |
3.96 |
|
7 |
HOUSE |
FOX |
5.5 |
3.60 |
|
8 |
APPRENTICE 3 |
NBC |
5.2 |
3.40 |
|
9 |
WITHOUT A TRACE |
CBS |
4.8 |
3.11 |
|
10 |
CSI: MIAMI |
CBS |
4.7 |
3.09 |
|
11 |
SIMPSONS |
FOX |
4.6 |
3.01 |
|
12 |
AMAZING RACE: 7 |
CBS |
4.6 |
3.01 |
|
13 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
4.2 |
2.75 |
|
14 |
REVELATIONS |
NBC |
3.8 |
2.50 |
|
15 |
E.R. |
NBC |
3.8 |
2.46 |
|
16 |
LAW AND ORDER:SVU |
NBC |
3.8 |
2.46 |
|
17 |
LAW AND ORDER |
NBC |
3.6 |
2.36 |
|
18 |
ARRESTED DEVELOPMENT |
FOX |
3.6 |
2.33 |
|
19 |
STACKED |
FOX |
3.6 |
2.33 |
|
20 |
TWO AND A HALF MEN |
CBS |
3.5 |
2.29 |
|
21 |
MISS USA
2005(S)-04/11/2005 |
NBC |
3.4 |
2.25 |
|
22 |
SIMPSONS-SUN 9P |
FOX |
3.4 |
2.25 |
|
23 |
O.C. |
FOX |
3.4 |
2.24 |
|
24 |
EVERYBODY LOVES RAYMOND |
CBS |
3.4 |
2.22 |
|
25 |
24 |
FOX |
3.3 |
2.17 |
|
26 |
AMERICA'S NXT TOP MODEL
4 |
UPN |
3.3 |
2.14 |
|
27 |
BACHELOR, THE |
ABC |
3.2 |
2.12 |
|
28 |
SIMPLE LIFE 3 |
FOX |
3.1 |
2.00 |
|
29 |
FEAR FACTOR |
NBC |
3.0 |
1.98 |
|
30 |
NANNY 911 |
FOX |
2.9 |
1.92 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-24
Week Ending April 17, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
AMERICAN IDOL-TUESDAY |
FOX |
6.9 |
1.93 |
|
2 |
AMERICAN IDOL-WEDNESDAY |
FOX |
6.5 |
1.82 |
|
3 |
DESPERATE HOUSEWIVES |
ABC |
5.7 |
1.57 |
|
4 |
CSI |
CBS |
5.1 |
1.42 |
|
5 |
GREY'S ANATOMY |
ABC |
4.6 |
1.29 |
|
6 |
HOUSE |
FOX |
4.5 |
1.24 |
|
7 |
SIMPSONS |
FOX |
4.2 |
1.16 |
|
8 |
O.C. |
FOX |
3.7 |
1.04 |
|
9 |
WITHOUT A TRACE |
CBS |
3.6 |
1.00 |
|
10 |
AMERICA'S NXT TOP MODEL
4 |
UPN |
3.5 |
0.97 |
|
11 |
SURVIVOR: PALAU |
CBS |
3.3 |
0.91 |
|
12 |
SIMPSONS-SUN 9P |
FOX |
3.2 |
0.90 |
|
13 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
3.0 |
0.83 |
|
14 |
E.R. |
NBC |
2.9 |
0.82 |
|
15 |
CSI: MIAMI |
CBS |
2.9 |
0.81 |
|
16 |
APPRENTICE 3 |
NBC |
2.9 |
0.80 |
|
17 |
LAW AND ORDER:SVU |
NBC |
2.8 |
0.78 |
|
18 |
RWRR CHALLENGE INFERNO
II |
MTV |
2.8 |
0.77 |
|
19 |
STACKED |
FOX |
2.8 |
0.77 |
|
20 |
MISS USA
2005(S)-04/11/2005 |
NBC |
2.7 |
0.76 |
|
21 |
AMAZING RACE: 7 |
CBS |
2.6 |
0.73 |
|
22 |
ARRESTED DEVELOPMENT |
FOX |
2.6 |
0.73 |
|
23 |
SIMPLE LIFE 3 |
FOX |
2.5 |
0.69 |
|
24 |
SATURDAY NIGHT |
NBC |
2.4 |
0.68 |
|
25 |
REVELATIONS |
NBC |
2.4 |
0.68 |
|
26 |
NANNY 911 |
FOX |
2.4 |
0.68 |
|
27 |
SUPERNANNY |
ABC |
2.4 |
0.66 |
|
28 |
FAMILY GUY |
ADSM |
2.3 |
0.63 |
|
29 |
LAW AND ORDER |
NBC |
2.2 |
0.62 |
|
30 |
BACHELOR, THE |
ABC |
2.2 |
0.61 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
People 12-24
Week Ending April 17, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
AMERICAN IDOL-TUESDAY |
FOX |
6.9 |
3.61 |
|
2 |
AMERICAN IDOL-WEDNESDAY |
FOX |
6.5 |
3.43 |
|
3 |
DESPERATE HOUSEWIVES |
ABC |
5.6 |
2.93 |
|
4 |
CSI |
CBS |
4.8 |
2.49 |
|
5 |
HOUSE |
FOX |
4.4 |
2.32 |
|
6 |
SIMPSONS |
FOX |
4.4 |
2.28 |
|
7 |
GREY'S ANATOMY |
ABC |
4.0 |
2.11 |
|
8 |
O.C. |
FOX |
3.8 |
1.98 |
|
9 |
SURVIVOR: PALAU |
CBS |
3.6 |
1.88 |
|
10 |
SIMPSONS-SUN 9P |
FOX |
3.4 |
1.77 |
|
11 |
AMERICA'S NXT TOP MODEL
4 |
UPN |
3.4 |
1.75 |
|
12 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
3.2 |
1.66 |
|
13 |
WITHOUT A TRACE |
CBS |
3.0 |
1.58 |
|
14 |
STACKED |
FOX |
2.8 |
1.48 |
|
15 |
ARRESTED DEVELOPMENT |
FOX |
2.8 |
1.45 |
|
16 |
CSI: MIAMI |
CBS |
2.8 |
1.44 |
|
17 |
RWRR CHALLENGE INFERNO
II |
MTV |
2.7 |
1.43 |
|
18 |
FAMILY GUY |
ADSM |
2.7 |
1.43 |
|
19 |
VIVA LA BAM |
MTV |
2.7 |
1.39 |
|
20 |
NANNY 911 |
FOX |
2.6 |
1.37 |
|
21 |
PUNKD |
MTV |
2.5 |
1.30 |
|
22 |
SIMPLE LIFE 3 |
FOX |
2.5 |
1.30 |
|
23 |
FAMILY GUY |
ADSM |
2.5 |
1.28 |
|
24 |
REVELATIONS |
NBC |
2.5 |
1.28 |
|
25 |
AMAZING RACE: 7 |
CBS |
2.4 |
1.25 |
|
26 |
APPRENTICE 3 |
NBC |
2.4 |
1.25 |
|
26 |
FAMILY GUY |
ADSM |
2.4 |
1.25 |
|
28 |
LAW AND ORDER:SVU |
NBC |
2.4 |
1.23 |
|
29 |
FAMILY GUY |
ADSM |
2.3 |
1.22 |
|
30 |
SOUTH PARK |
CMDY |
2.3 |
1.21 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Teens 12-17
Week Ending April 17, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
AMERICAN IDOL-TUESDAY |
FOX |
6.9 |
1.68 |
|
2 |
AMERICAN IDOL-WEDNESDAY |
FOX |
6.5 |
1.61 |
|
3 |
DESPERATE HOUSEWIVES |
ABC |
5.5 |
1.36 |
|
4 |
SIMPSONS |
FOX |
4.6 |
1.12 |
|
5 |
HOUSE |
FOX |
4.4 |
1.09 |
|
6 |
CSI |
CBS |
4.4 |
1.07 |
|
7 |
SURVIVOR: PALAU |
CBS |
3.9 |
0.97 |
|
8 |
O.C. |
FOX |
3.8 |
0.94 |
|
9 |
VIVA LA BAM |
MTV |
3.7 |
0.91 |
|
10 |
SIMPSONS-SUN 9P |
FOX |
3.5 |
0.87 |
|
11 |
FAMILY GUY |
ADSM |
3.5 |
0.86 |
|
12 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
3.4 |
0.83 |
|
13 |
GREY'S ANATOMY |
ABC |
3.3 |
0.82 |
|
14 |
ROMEO! |
NICK |
3.3 |
0.82 |
|
15 |
AMERICA'S NXT TOP MODEL
4 |
UPN |
3.2 |
0.78 |
|
16 |
FAMILY GUY |
ADSM |
3.2 |
0.77 |
|
17 |
PUNKD |
MTV |
3.1 |
0.76 |
|
18 |
FUTURAMA |
ADSM |
3.0 |
0.73 |
|
19 |
FUTURAMA |
ADSM |
3.0 |
0.73 |
|
20 |
ARRESTED DEVELOPMENT |
FOX |
2.9 |
0.72 |
|
21 |
STACKED |
FOX |
2.9 |
0.72 |
|
22 |
FAMILY GUY |
ADSM |
2.9 |
0.70 |
|
23 |
NANNY 911 |
FOX |
2.8 |
0.70 |
|
24 |
SOUTH PARK |
CMDY |
2.8 |
0.68 |
|
25 |
RWRR CHALLENGE INFERNO
II |
MTV |
2.7 |
0.66 |
|
26 |
FUTURAMA |
ADSM |
2.7 |
0.66 |
|
27 |
FUTURAMA |
ADSM |
2.7 |
0.65 |
|
28 |
FAMILY GUY |
ADSM |
2.6 |
0.65 |
|
29 |
WWE SMACKDOWN! |
UPN |
2.6 |
0.65 |
|
30 |
FULL HOUSE |
NAN |
2.6 |
0.65 |
|
30 |
WWE ENTERTAINMENT |
SPIKE |
2.6 |
0.65 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30 PROGRAMS - BROADCAST & BASIC
CABLE TV
Kids 9-14
Week Ending April 17, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In Millions |
|
1 |
AMERICAN IDOL-TUESDAY |
FOX |
7.4 |
1.82 |
|
2 |
AMERICAN IDOL-WEDNESDAY |
FOX |
6.9 |
1.71 |
|
3 |
ROMEO! |
NICK |
6.4 |
1.56 |
|
4 |
ZOEY 101 |
NICK |
5.9 |
1.45 |
|
5 |
DRAKE & JOSH |
NICK |
5.5 |
1.34 |
|
6 |
SPONGEBOB |
NICK |
5.0 |
1.23 |
|
7 |
SURVIVOR: PALAU |
CBS |
4.8 |
1.18 |
|
8 |
FAIRLY ODD PARENTS |
NICK |
4.6 |
1.13 |
|
9 |
UNFABULOUS |
NICK |
4.5 |
1.10 |
|
10 |
FAIRLY ODD PARENTS |
NICK |
4.4 |
1.09 |
|
11 |
DRAKE & JOSH |
NICK |
4.4 |
1.07 |
|
12 |
FULL HOUSE |
NAN |
4.3 |
1.06 |
|
13 |
NED DECLASSIFIED |
NICK |
4.2 |
1.03 |
|
14 |
SCOOBY-DOO MOVIE |
NICK |
4.1 |
1.02 |
|
15 |
AVATAR |
NICK |
4.1 |
1.01 |
|
16 |
FAIRLY ODD PARENTS |
NICK |
4.1 |
1.01 |
|
17 |
ALL THAT |
NICK |
4.0 |
0.99 |
|
18 |
SIMPSONS |
FOX |
4.0 |
0.98 |
|
19 |
DESPERATE HOUSEWIVES |
ABC |
4.0 |
0.98 |
|
20 |
FULL HOUSE |
NAN |
4.0 |
0.98 |
|
21 |
DANNY PHANTOM |
NICK |
3.9 |
0.97 |
|
22 |
SPONGEBOB |
NICK |
3.9 |
0.97 |
|
23 |
FAIRLY ODD PARENTS |
NICK |
3.9 |
0.97 |
|
24 |
NED DECLASSIFIED |
NICK |
3.9 |
0.96 |
|
25 |
DANNY PHANTOM |
NICK |
3.9 |
0.95 |
|
26 |
SPONGEBOB |
NICK |
3.8 |
0.94 |
|
27 |
HOUSE |
FOX |
3.8 |
0.94 |
|
28 |
FULL HOUSE |
NAN |
3.8 |
0.94 |
|
28 |
EXTREME MAKEOVER:HM ED-8P |
ABC |
3.8 |
0.94 |
|
30 |
FULL HOUSE |
NAN |
3.8 |
0.93 |
|
Source: MTV Networks
, based on data from Nielsen Media Research |
|
TOP 30 PROGRAMS - BROADCAST & BASIC
CABLE TV
Kids 2-11
Week Ending April 17, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In Millions |
|
1 |
AMERICAN IDOL-TUESDAY |
FOX |
6.6 |
2.61 |
|
2 |
SPONGEBOB |
NICK |
6.5 |
2.59 |
|
3 |
FAIRLY ODD PARENTS |
NICK |
6.1 |
2.40 |
|
4 |
SPONGEBOB |
NICK |
6.0 |
2.39 |
|
5 |
SCOOBY-DOO MOVIE |
NICK |
5.7 |
2.26 |
|
6 |
SPONGEBOB |
NICK |
5.4 |
2.14 |
|
7 |
FAIRLY ODD PARENTS |
NICK |
5.2 |
2.08 |
|
8 |
FAIRLY ODD PARENTS |
NICK |
5.1 |
2.00 |
|
9 |
SPONGEBOB |
NICK |
5.0 |
2.00 |
|
10 |
FAIRLY ODD PARENTS |
NICK |
5.0 |
1.96 |
|
11 |
DRAKE & JOSH |
NICK |
4.9 |
1.92 |
|
12 |
SPONGEBOB |
NICK |
4.8 |
1.92 |
|
13 |
AMERICAN IDOL-WEDNESDAY |
FOX |
4.8 |
1.91 |
|
14 |
SPONGEBOB |
NICK |
4.8 |
1.90 |
|
15 |
DRAKE & JOSH |
NICK |
4.6 |
1.84 |
|
16 |
DANNY PHANTOM |
NICK |
4.6 |
1.83 |
|
17 |
ALL GROWN UP |
NICK |
4.6 |
1.83 |
|
18 |
SPONGEBOB |
NICK |
4.6 |
1.81 |
|
19 |
ZOEY 101 |
NICK |
4.5 |
1.80 |
|
20 |
AVATAR |
NICK |
4.5 |
1.77 |
|
21 |
FAIRLY ODD PARENTS |
NICK |
4.5 |
1.77 |
|
22 |
SPONGEBOB |
NICK |
4.3 |
1.72 |
|
23 |
SPONGEBOB |
NICK |
4.3 |
1.72 |
|
24 |
MY DAD THE ROCK STAR |
NICK |
4.3 |
1.70 |
|
25 |
SCOOBY-DOO MOVIE |
NICK |
4.3 |
1.70 |
|
26 |
JIMMY NEUTRON |
NICK |
4.3 |
1.69 |
|
27 |
SPONGEBOB |
NICK |
4.2 |
1.67 |
|
28 |
FAIRLY ODD PARENTS |
NICK |
4.2 |
1.66 |
|
29 |
SURVIVOR: PALAU |
CBS |
4.2 |
1.66 |
|
30 |
FAIRLY ODD PARENTS |
NICK |
4.1 |
1.64 |
|
Source: MTV Networks, based on data from Nielsen Media
Research |
|
April 22, 2005
©
2005
Media Life
- Abigail Azote is a staff writer
for Media Life.
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