|
|
For wee ones,
Noggin's the hot place
Ad-free network sees 55
percent growth in 2-5 set
By
Diego Vasquez
Every parent wants his or
her preschool-aged kids watching educational programming, and if the
content comes commercial-free, even better.
Noggin, owned by Nickelodeon, is just that: a
commercial-free, educational cable network (with accompanying web
site). And judging by the ratings, it appears a significant number
of parents are choosing it for their kids.
Noggin had a stellar 2004 in terms of attracting kids
ages 2-5, its target audience. The network increased those viewers
55 percent over 2003 to an average of 93,000 for its entire day, with each month
showing double-digit growth over the comparable year-ago period.
The network’s average rating for the year among kids
2-5 was a 1.47, a 43 percent increase over 2003.
Making that growth more impressive is the fact that the
network is available in only 43 million homes, roughly half the
homes that Cartoon Network and Nickelodeon are available in (Cartoon
Network can be seen in 87 million homes, with Nickelodeon available
in 88 million).
Noggin’s growth is across the board, but a few of its
shows were instrumental in driving it.
“Miffy & Friends,” a math-themed show that uses
storytelling and songs as its method, saw its 2-5 ratings increase
45 percent during fourth quarter 2004 versus the same period in
2003.
“Oobi,” which is a bare-hand puppet show that
teaches kids vocabulary, math, early literacy, logical thinking and
movement, increased its 2-5 rating 43 percent year-to-year during
fourth quarter 2004. In September, the second-season premiere of “Oobi”
posted a 2.35 rating among kids 2-5, making it the highest-rated
premiere of a Noggin original show ever.
And “Connie the Cow,” a colorfully animated show that
encourages curiosity, saw a 20 percent year-to-year jump in its 2-5
rating during fourth quarter 2004.
Noggin runs preschool-aimed programming from 6 a.m. to
6 p.m. before giving way for 12 hours to its alter ego teen
network, The N. During its 12-hour programming period, Noggin’s
best ratings come between 2 p.m. and 6 p.m., when related yet
competing Nick Jr. programming ends.
Noggin’s ratings from 2-6 p.m. are typically 40
percent higher than what it receives during Nick Jr.’s 9 a.m.-2
p.m. block. During November, Noggin’s highest-rated month ever
among viewers 2-5 with a 1.7 average, the network’s ratings
increased from a 1.6 from 9 a.m.-2 p.m. to a 2.3 from 2-6 p.m.
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-49
Week Ending January 2, 2005 |
|
|
Program |
Net |
Rtg% |
In
Millions |
|
1 |
CBS NFL NATIONAL |
CBS |
7.4 |
9.58 |
|
2 |
FOX NFL SUNDAY-SINGLE |
FOX |
7.0 |
9.03 |
|
3 |
NEW YEAR'S ROCKIN
EVEPT1(S)-12/31 |
ABC |
6.4 |
8.36 |
|
4 |
ROSE BOWL(S)-01/01/2005 |
ABC |
6.2 |
8.01 |
|
5 |
NFL MONDAY NIGHT
FOOTBALL |
ABC |
6.1 |
7.93 |
|
6 |
CBS NFL REGIONAL |
CBS |
6.0 |
7.74 |
|
7 |
CSI |
CBS |
5.8 |
7.53 |
|
8 |
NFL MONDAY SHOWCASE |
ABC |
4.9 |
6.38 |
|
9 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
4.8 |
6.26 |
|
10 |
FOX NFL SUNDAY-POST |
FOX |
4.8 |
6.21 |
|
11 |
LAW AND ORDER:CRIM
INTENT |
NBC |
4.8 |
6.19 |
|
12 |
WITHOUT A TRACE |
CBS |
4.7 |
6.09 |
|
13 |
ROSE BOWL-PRE(S)-01/01/2005 |
ABC |
4.6 |
6.03 |
|
14 |
CROSSING JORDAN |
NBC |
4.6 |
5.98 |
|
15 |
EVERYBODY LOVES RAYMOND |
CBS |
4.5 |
5.88 |
|
16 |
60 MINUTES |
CBS |
4.5 |
5.87 |
|
17 |
LAW AND ORDER:SVU |
NBC |
4.3 |
5.62 |
|
18 |
CSI: MIAMI |
CBS |
4.2 |
5.45 |
|
20 |
TWO AND A HALF MEN |
CBS |
4.2 |
5.39 |
|
21 |
FIESTA BOWL(S)-01/01/2005 |
ABC |
4.1 |
5.29 |
|
22 |
ACCORDING TO JIM 9PM |
ABC |
4.0 |
5.18 |
|
23 |
AMAZING RACE: 6 |
CBS |
3.9 |
5.00 |
|
24 |
PRIMETIME SP
EDTN-12/29(S) |
ABC |
3.8 |
4.99 |
|
25 |
CSI: NY |
CBS |
3.7 |
4.86 |
|
26 |
LAW & ORDER:SVU-SAT-RPT |
NBC |
3.7 |
4.83 |
|
27 |
COLD CASE |
CBS |
3.5 |
4.56 |
|
28 |
NFL REGULAR SEASON L |
ESPN |
3.5 |
4.56 |
|
29 |
NCIS |
CBS |
3.3 |
4.31 |
|
30 |
GEORGE LOPEZ |
ABC |
3.2 |
4.19 |
|
31 |
KING OF QUEENS |
CBS |
3.2 |
4.17 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Adults 18-34
Week Ending January 2, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
CBS NFL NATIONAL |
CBS |
6.0 |
3.95 |
|
2 |
FOX NFL SUNDAY-SINGLE |
FOX |
5.3 |
3.45 |
|
3 |
ROSE BOWL(S)-01/01/2005 |
ABC |
5.1 |
3.36 |
|
4 |
NEW YEAR'S ROCKIN
EVEPT1(S)-12/31/2004 |
ABC |
4.9 |
3.22 |
|
5 |
NFL MONDAY NIGHT
FOOTBALL |
ABC |
4.9 |
3.19 |
|
6 |
CBS NFL REGIONAL |
CBS |
4.8 |
3.15 |
|
7 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
4.3 |
2.78 |
|
8 |
FOX NFL SUNDAY-POST |
FOX |
4.0 |
2.59 |
|
9 |
CSI |
CBS |
3.9 |
2.56 |
|
10 |
ROSE BOWL-PRE(S)-01/01/2005 |
ABC |
3.9 |
2.53 |
|
11 |
NFL MONDAY SHOWCASE |
ABC |
3.7 |
2.40 |
|
12 |
LAW AND ORDER:SVU |
NBC |
3.7 |
2.39 |
|
13 |
WITHOUT A TRACE |
CBS |
3.5 |
2.31 |
|
14 |
FIESTA BOWL(S)-01/01/2005 |
ABC |
3.4 |
2.25 |
|
15 |
60 MINUTES |
CBS |
3.4 |
2.21 |
|
16 |
CROSSING JORDAN |
NBC |
3.3 |
2.13 |
|
17 |
LAW AND ORDER:CRIM
INTENT |
NBC |
3.2 |
2.10 |
|
18 |
EVERYBODY LOVES RAYMOND |
CBS |
3.1 |
2.05 |
|
19 |
CSI: MIAMI |
CBS |
3.1 |
2.02 |
|
20 |
ACCORDING TO JIM 9PM |
ABC |
3.1 |
2.01 |
|
21 |
THAT '70S SHOW |
FOX |
3.1 |
2.00 |
|
22 |
CSI: NY |
CBS |
3.0 |
1.97 |
|
23 |
AMAZING RACE: 6 |
CBS |
2.9 |
1.90 |
|
24 |
NFL REGULAR SEASON L |
ESPN |
2.8 |
1.85 |
|
25 |
NFL MONDAY POST GUN |
ABC |
2.8 |
1.84 |
|
26 |
PRIMETIME SP
EDTN-12/29(S)-12/29/2004 |
ABC |
2.8 |
1.81 |
|
27 |
TWO AND A HALF MEN |
CBS |
2.7 |
1.80 |
|
28 |
COPS 2 |
FOX |
2.7 |
1.79 |
|
29 |
GEORGE LOPEZ |
ABC |
2.7 |
1.79 |
|
30 |
SCRUBS |
NBC |
2.7 |
1.78 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Adults
18-24
Week Ending January 2, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In Millions |
|
1 |
ROSE BOWL(S)-01/01/2005 |
ABC |
4.2 |
1.17 |
|
2 |
CBS NFL NATIONAL |
CBS |
3.9 |
1.08 |
|
3 |
NEW YEAR'S ROCKIN EVEPT1(S)-12/31/2004 |
ABC |
3.8 |
1.07 |
|
4 |
NFL MONDAY NIGHT FOOTBALL |
ABC |
3.8 |
1.05 |
|
5 |
FOX NFL SUNDAY-SINGLE |
FOX |
3.6 |
1.01 |
|
6 |
CBS NFL REGIONAL |
CBS |
3.3 |
0.93 |
|
7 |
REAL WORLD XV |
MTV |
3.3 |
0.90 |
|
8 |
FIESTA BOWL(S)-01/01/2005 |
ABC |
3.0 |
0.83 |
|
9 |
ROSE BOWL-PRE(S)-01/01/2005 |
ABC |
2.9 |
0.81 |
|
10 |
CSI: MIAMI |
CBS |
2.9 |
0.80 |
|
11 |
FOX NFL SUNDAY-POST |
FOX |
2.8 |
0.79 |
|
12 |
EXTREME MAKEOVER:HM ED-8P |
ABC |
2.7 |
0.76 |
|
13 |
LAW AND ORDER:SVU |
NBC |
2.6 |
0.74 |
|
14 |
CSI |
CBS |
2.6 |
0.72 |
|
14 |
THAT '70S SHOW |
FOX |
2.6 |
0.72 |
|
16 |
EVERYBODY LOVES RAYMOND |
CBS |
2.6 |
0.72 |
|
17 |
CSI: NY |
CBS |
2.5 |
0.69 |
|
18 |
WITHOUT A TRACE |
CBS |
2.5 |
0.69 |
|
19 |
TWO AND A HALF MEN |
CBS |
2.4 |
0.67 |
|
20 |
NFL MONDAY SHOWCASE |
ABC |
2.4 |
0.66 |
|
21 |
CROSSING JORDAN |
NBC |
2.3 |
0.65 |
|
22 |
FOX MOVIE SP-1/2 7P(S)-01/02/2005 |
FOX |
2.2 |
0.62 |
|
23 |
LAW & ORDER:SVU-SAT-RPT |
NBC |
2.2 |
0.62 |
|
24 |
QUINTUPLETS |
FOX |
2.2 |
0.62 |
|
25 |
RW/RR BATTLE OF SEXES II |
MTV |
2.2 |
0.60 |
|
26 |
FAMILY GUY |
TOON |
2.1 |
0.60 |
|
27 |
NEW YEAR'S EVE-TM SQR '04(S)-12/31/2004 |
FOX |
2.1 |
0.57 |
|
27 |
O.C. |
FOX |
2.1 |
0.57 |
|
27 |
LAW & ORDER:CI-SAT-RPT1/1(S)-01/01/2005 |
NBC |
2.1 |
0.57 |
|
30 |
NFL MONDAY POST GUN |
ABC |
2.0 |
0.56 |
|
Source: MTV Networks, based on data from Nielsen Media
Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
People 12-24
Week Ending January 2, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
NEW YEAR'S ROCKIN
EVEPT1(S)-12/31/2004 |
ABC |
4.3 |
2.23 |
|
2 |
ROSE BOWL(S)-01/01/2005 |
ABC |
3.7 |
1.96 |
|
3 |
CBS NFL NATIONAL |
CBS |
3.6 |
1.89 |
|
4 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
3.3 |
1.70 |
|
5 |
FOX NFL SUNDAY-SINGLE |
FOX |
3.0 |
1.56 |
|
6 |
NFL MONDAY NIGHT
FOOTBALL |
ABC |
3.0 |
1.56 |
|
7 |
CBS NFL REGIONAL |
CBS |
2.9 |
1.54 |
|
8 |
REAL WORLD XV |
MTV |
2.9 |
1.50 |
|
9 |
ROSE BOWL-PRE(S)-01/01/2005 |
ABC |
2.6 |
1.36 |
|
10 |
FIESTA BOWL(S)-01/01/2005 |
ABC |
2.5 |
1.33 |
|
11 |
FOX NFL SUNDAY-POST |
FOX |
2.4 |
1.26 |
|
12 |
CSI: MIAMI |
CBS |
2.4 |
1.25 |
|
13 |
WITHOUT A TRACE |
CBS |
2.4 |
1.24 |
|
14 |
CSI |
CBS |
2.3 |
1.22 |
|
15 |
FOX MOVIE SP-1/2
7P(S)-01/02/2005 |
FOX |
2.3 |
1.20 |
|
16 |
EVERYBODY LOVES RAYMOND |
CBS |
2.2 |
1.18 |
|
17 |
FAMILY GUY |
TOON |
2.2 |
1.17 |
|
18 |
CSI: NY |
CBS |
2.2 |
1.17 |
|
19 |
FAMILY GUY |
TOON |
2.2 |
1.15 |
|
20 |
ACCORDING TO JIM 9PM |
ABC |
2.2 |
1.13 |
|
21 |
TWO AND A HALF MEN |
CBS |
2.2 |
1.13 |
|
22 |
THAT '70S SHOW |
FOX |
2.1 |
1.12 |
|
23 |
NEW YEAR'S EVE-TM SQR
'04(S)-12/31/2004 |
FOX |
2.1 |
1.12 |
|
24 |
FAMILY GUY |
TOON |
2.1 |
1.11 |
|
25 |
LAW AND ORDER:SVU |
NBC |
2.1 |
1.08 |
|
26 |
QUINTUPLETS |
FOX |
2.0 |
1.07 |
|
27 |
CROSSING JORDAN |
NBC |
2.0 |
1.06 |
|
28 |
LAW & ORDER:SVU-SAT-RPT |
NBC |
2.0 |
1.05 |
|
29 |
NFL MONDAY SHOWCASE |
ABC |
2.0 |
1.05 |
|
30 |
RW/RR BATTLE OF SEXES II |
MTV |
2.0 |
1.04 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Teens 12-17
Week Ending January 2, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
NEW YEAR'S ROCKIN
EVEPT1(S)-12/31/2004 |
ABC |
4.7 |
1.16 |
|
2 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
3.9 |
0.95 |
|
3 |
CBS NFL NATIONAL |
CBS |
3.3 |
0.81 |
|
4 |
ROSE BOWL(S)-01/01/2005 |
ABC |
3.2 |
0.78 |
|
5 |
FAIRLY ODD PARENTS |
NICK |
3.0 |
0.75 |
|
6 |
FAMILY GUY |
TOON |
2.9 |
0.72 |
|
7 |
VIVA LA BAM |
MTV |
2.9 |
0.71 |
|
8 |
ROMEO! |
NICK |
2.7 |
0.67 |
|
9 |
FAMILY GUY |
TOON |
2.7 |
0.67 |
|
10 |
FAIRLY ODD PARENTS |
NICK |
2.6 |
0.64 |
|
11 |
FAIRLY ODD PARENTS |
NICK |
2.6 |
0.64 |
|
12 |
FAIRLY ODD PARENTS |
NICK |
2.6 |
0.63 |
|
13 |
CBS NFL REGIONAL |
CBS |
2.5 |
0.62 |
|
14 |
ACCORDING TO JIM 9PM |
ABC |
2.5 |
0.61 |
|
15 |
VIVA LA BAM |
MTV |
2.5 |
0.60 |
|
16 |
MTVS ICED OUT NEW YEARS |
MTV |
2.4 |
0.60 |
|
17 |
VIVA LA BAM |
MTV |
2.4 |
0.60 |
|
18 |
REAL WORLD XV |
MTV |
2.4 |
0.60 |
|
19 |
JIMMY NEUTRON |
NICK |
2.4 |
0.59 |
|
19 |
FAIRLY ODD PARENTS |
NICK |
2.4 |
0.59 |
|
21 |
FOX MOVIE SP-1/2
7P(S)-01/02/2005 |
FOX |
2.3 |
0.58 |
|
22 |
FAMILY GUY |
TOON |
2.3 |
0.57 |
|
23 |
JIMMY NEUTRON |
NICK |
2.3 |
0.56 |
|
23 |
VIVA LA BAM |
MTV |
2.3 |
0.56 |
|
25 |
EXTRM MAKEOVER:HM
ED-1/2(S)-01/02/2005 |
ABC |
2.3 |
0.56 |
|
26 |
SPONGEBOB |
NICK |
2.3 |
0.56 |
|
27 |
JIMMY NEUTRON |
NICK |
2.3 |
0.55 |
|
27 |
WITHOUT A TRACE |
CBS |
2.3 |
0.55 |
|
29 |
ROSE BOWL-PRE(S)-01/01/2005 |
ABC |
2.2 |
0.55 |
|
30 |
NEW YEAR'S EVE-TM SQR
'04(S)-12/31/2004 |
FOX |
2.2 |
0.55 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Kids 9-14
Week Ending January 2, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
UNFABULOUS |
NICK |
5.7 |
1.39 |
|
2 |
NEW YEAR'S ROCKIN
EVEPT1(S)-12/31/2004 |
ABC |
5.6 |
1.38 |
|
3 |
ROMEO! |
NICK |
5.5 |
1.34 |
|
4 |
NED DECLASSIFIED |
NICK |
5.1 |
1.25 |
|
5 |
DRAKE & JOSH |
NICK |
4.9 |
1.20 |
|
6 |
FAIRLY ODD PARENTS |
NICK |
4.9 |
1.19 |
|
7 |
FAIRLY ODD PARENTS |
NICK |
4.6 |
1.13 |
|
8 |
JIMMY NEUTRON |
NICK |
4.6 |
1.12 |
|
9 |
FAIRLY ODD PARENTS |
NICK |
4.6 |
1.12 |
|
10 |
FAIRLY ODD PARENTS |
NICK |
4.4 |
1.09 |
|
10 |
DRAKE & JOSH |
NICK |
4.4 |
1.09 |
|
12 |
SPONGEBOB |
NICK |
4.3 |
1.06 |
|
13 |
JIMMY NEUTRON |
NICK |
4.1 |
1.02 |
|
14 |
FAIRLY ODD PARENTS |
NICK |
4.1 |
1.02 |
|
15 |
JIMMY NEUTRON |
NICK |
4.1 |
1.01 |
|
16 |
DRAKE & JOSH |
NICK |
4.1 |
1.01 |
|
17 |
FAIRLY ODD PARENTS |
NICK |
4.1 |
1.01 |
|
18 |
JIMMY NEUTRON |
NICK |
4.1 |
1.00 |
|
19 |
SPONGEBOB |
NICK |
4.0 |
0.99 |
|
20 |
DRAKE & JOSH |
NICK |
4.0 |
0.97 |
|
21 |
FAIRLY ODD PARENTS |
NICK |
3.9 |
0.97 |
|
21 |
FAIRLY ODD PARENTS |
NICK |
3.9 |
0.97 |
|
21 |
EXTREME MAKEOVER:HM
ED-8P |
ABC |
3.9 |
0.97 |
|
24 |
DANNY PHANTOM |
NICK |
3.9 |
0.96 |
|
25 |
DANNY PHANTOM |
NICK |
3.8 |
0.93 |
|
26 |
JIMMY NEUTRON |
NICK |
3.6 |
0.90 |
|
26 |
FAMILY GUY |
TOON |
3.6 |
0.90 |
|
28 |
SPONGEBOB |
NICK |
3.6 |
0.89 |
|
29 |
ALL GROWN UP |
NICK |
3.6 |
0.87 |
|
30 |
JIMMY NEUTRON |
NICK |
3.5 |
0.86 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
TOP 30
PROGRAMS - BROADCAST & BASIC CABLE TV
Kids 2-11
Week Ending January 2, 2005 |
|
Rank |
Program |
Net |
Rtg% |
In
Millions |
|
1 |
SPONGEBOB |
NICK |
5.8 |
2.29 |
|
2 |
SPONGEBOB |
NICK |
5.6 |
2.22 |
|
3 |
RUGRATS |
NICK |
5.6 |
2.20 |
|
4 |
DRAKE & JOSH |
NICK |
5.4 |
2.12 |
|
5 |
UNFABULOUS |
NICK |
5.3 |
2.12 |
|
6 |
FAIRLY ODD PARENTS |
NICK |
5.3 |
2.11 |
|
7 |
DORA THE EXPLORER |
NICK |
5.3 |
2.10 |
|
8 |
DORA THE EXPLORER |
NICK |
5.2 |
2.06 |
|
8 |
FAIRLY ODD PARENTS |
NICK |
5.2 |
2.06 |
|
10 |
DORA THE EXPLORER |
NICK |
5.2 |
2.05 |
|
11 |
DORA THE EXPLORER |
NICK |
5.2 |
2.05 |
|
12 |
SPONGEBOB |
NICK |
5.2 |
2.05 |
|
13 |
RUGRATS |
NICK |
5.2 |
2.04 |
|
14 |
JIMMY NEUTRON: BOY
GENIUS |
NICK |
5.1 |
2.03 |
|
14 |
RUGRATS MOVIE, THE |
NICK |
5.1 |
2.03 |
|
16 |
SPONGEBOB |
NICK |
5.0 |
1.97 |
|
17 |
FAIRLY ODD PARENTS |
NICK |
4.9 |
1.96 |
|
18 |
FAIRLY ODD PARENTS |
NICK |
4.9 |
1.96 |
|
19 |
FAIRLY ODD PARENTS |
NICK |
4.9 |
1.95 |
|
20 |
SCOOBY DOO/LOCH NESS
MSTR |
TOON |
4.9 |
1.95 |
|
21 |
JIMMY NEUTRON |
NICK |
4.9 |
1.93 |
|
22 |
NED DECLASSIFIED |
NICK |
4.8 |
1.92 |
|
23 |
JIMMY NEUTRON: BOY
GENIUS |
NICK |
4.8 |
1.91 |
|
24 |
SPONGEBOB |
NICK |
4.8 |
1.90 |
|
25 |
FAIRLY ODD PARENTS |
NICK |
4.8 |
1.90 |
|
25 |
JIMMY NEUTRON |
NICK |
4.8 |
1.90 |
|
27 |
JIMMY NEUTRON |
NICK |
4.8 |
1.90 |
|
28 |
FAIRLY ODD PARENTS |
NICK |
4.7 |
1.87 |
|
29 |
ROMEO! |
NICK |
4.7 |
1.85 |
|
30 |
JIMMY NEUTRON |
NICK |
4.7 |
1.84 |
|
Source: MTV Networks,
based on data from Nielsen Media Research |
|
Jan.
7, 2005
©
2005
Media Life
- Diego Vasquez is a staff writer
for Media Life.
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