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It's the 'Rugrats.'
'All Growed Up' special sets kid viewing record
By Kevin Downey
There are great and historic moments in television, and the first to pop into mind are the final episodes of "M*A*S*H," the "Dallas" episode in which J.R. was shot, and the final part of the "Roots" miniseries. All of America was either tuned in, or told people they were.
Last week saw yet another great moment, the Rugrats’ "All Growed Up" special on Nickelodeon.
"All Growed Up" was watched by 70 percent of kids 2-11 and became the most-watched cable show ever among the group, with 6.2 million viewers.
Though admittedly a kids' event, the percentage of viewers 2-11 tuned in to the show was nonetheless comparable to those for the overall population for the "M*A*S*H," "Dallas" and "Roots" episodes.
Hype helped, of course. The show was heavily promoted by the Viacom-owned Nickelodeon and may be reworked into a spinoff series. Three "Rugrats" spinoffs are in various stages of development.
Nickelodeon’s ratings benefited from multiple episodes of "Rugrats" last week.
In fact, "Rugrats" accounted for 10 of last week’s top-20 shows, based on household ratings. Eight of those episodes were from last Saturday alone, when the special aired.
Nickelodeon’s rating was up 53 percent over the previous week and ranked No. 1 in primetime with an average 2.3 rating. The number of viewing households was also up 53 percent to just under an average of 1.9 million.
Although Nickelodeon’s reach is primarily geared toward kids, the overwhelming impact of "All Growed Up" hit all major demographic groups.
Nickelodeon ranked No. 5 among adults 18-49 and No. 6 among adults 25-54 with two episodes of "Rugrats" making the top-10 for both demos. Nickelodeon, as a point of comparison, did not make the top-10 in either demo a week earlier.
On the pay cable front, a record of a different sort was broken.
The new original series from HBO, "Six Feet Under," had its highest rating ever last week. The show was watched by 3.8 million viewers and was boosted by its lead-in, "Sex and the City," which was watched by just over four million viewers.
The successes on cable have further boosted its dominance over the broadcast networks this summer, at least in aggregate, despite the networks’ efforts to increase the number of original programs airing outside the regular season.
The Cabletelevision Advertising Bureau reported that the audience for ad-supported cable surpassed that for the seven broadcast networks for the fifth straight week.
According to the CAB, cable’s audience increased two weeks ago by 11.7 percent to an average of 2.8 million viewing homes. Viewing for the broadcasters during the same period tumbled 6.6 percent compared to the same week last year.
Outside of Nickelodeon’s dominance last week, top shows in ad-supported cable mostly amounted to the regular assortment of WWF wrestling on TNN and movies on Lifetime.
But the NASCAR/New England 300 was the third-highest-rated show in households and was No. 1 among adults 25-54 and No. 2 among adults 18-49.
The first part of "Mists of Avalon," which was the most-watched cable show two weeks ago, was still lingering among the highest-rated shows last week.
Part 2 of "Mists" on TNT ranked as the No. 8 show in households last week and was watched by just under 3.3 million homes. That represents about a 28 percent drop from Part 1, but it was No. 6 in adults 18-49 and No. 4 in adults 25-54.
|
Top 10 Basic
Cable Ad-Supported Networks |
||
|
Rank |
Network |
(000) |
|
1 |
USA |
1130 |
|
2 |
TNT |
1057 |
|
3 |
Lifetime |
963 |
|
4 |
TBS |
885 |
|
5 |
Nickelodeon |
708 |
|
6 |
Discovery |
675 |
|
7 |
TNN |
588 |
|
8 |
TLC |
560 |
|
9 |
MTV |
520 |
|
10 |
Sci-Fi |
438 |
|
Source: Turner Entertainment Research from Nielsen Media Research data |
||
|
Top 10 Basic
Cable Ad-Supported Programs |
|||||
|
Rank |
Date |
Program |
Network |
Day |
(000) |
|
1 |
7/16/01 |
WWF Entertainment |
TNN |
Mon |
3947 |
|
2 |
7/22/01 |
NASCAR/New England 300 |
TNT |
Sun |
3897 |
|
3 |
7/16/01 |
WWF Entertainment |
TNN |
Mon |
3175 |
|
4 |
7/21/01 |
Rugrats |
NICK |
Sat |
2827 |
|
5 |
7/22/01 |
Autotrader.com Post Race |
TNT |
Sun |
2472 |
|
6 |
7/16/01 |
m/"Mists Of Avalon (Part 2)" |
TNT |
Mon |
2449 |
|
7 |
7/16/01 |
m/"Dangerous Child" |
LIF |
Mon |
2338 |
|
8 |
7/17/01 |
Real World X |
MTV |
Tue |
1969 |
|
9 |
7/22/01 |
NASCAR Preview |
TNT |
Sun |
1924 |
|
10 |
7/21/01 |
Rugrats |
NICK |
Sat |
1848 |
|
Source: Turner Entertainment Research from Nielsen Media Research data |
|||||
|
Top 10 Basic
Cable Ad-Supported Networks |
||
|
Rank |
Network |
(000) |
|
1 |
TNT |
1147 |
|
2 |
USA |
1124 |
|
3 |
Lifetime |
1082 |
|
4 |
TBS |
884 |
|
5 |
Discovery |
754 |
|
6 |
Nickelodeon |
666 |
|
7 |
TLC |
555 |
|
8 |
TNN |
530 |
|
9 |
Sci-Fi |
509 |
|
10 |
ESPN |
455 |
|
Source: Turner Entertainment Research from Nielsen Media Research data |
||
|
Top 10 Basic
Cable Ad-Supported Programs |
|||||
|
Rank |
Date |
Program |
Network |
Day |
(000) |
|
1 |
7/22/01 |
NASCAR/New England 300 |
TNT |
Sun |
4223 |
|
2 |
7/16/01 |
WWF Entertainment |
TNN |
Mon |
3191 |
|
3 |
7/21/01 |
Rugrats |
NICK |
Sat |
2787 |
|
4 |
7/16/01 |
m/"Mists Of Avalon (Part 2)" |
TNT |
Mon |
2785 |
|
5 |
7/22/01 |
Autotrader.com Post Race |
TNT |
Sun |
2566 |
|
6 |
7/16/01 |
m/"Dangerous Child" |
LIF |
Mon |
2552 |
|
7 |
7/16/01 |
WWF Entertainment |
TNN |
Mon |
2522 |
|
8 |
7/22/01 |
NASCAR Preview |
TNT |
Sun |
2069 |
|
9 |
7/21/01 |
Rugrats |
NICK |
Sat |
1740 |
|
10 |
7/22/01 |
m/"When Harry Met Sally" |
TBS |
Sun |
1724 |
|
Source: Turner Entertainment Research from Nielsen Media Research data |
|||||
|
Top 10 Basic
Cable Ad-Supported Networks |
||||||||
|
Primetime |
|
|
|
Total Day |
|
|
||
|
Rank |
Network |
Rtg% |
(000) |
Share |
Rank |
Rtg% |
(000) |
Share |
|
1 |
NICK |
2.3 |
1888 |
4.0 |
1 |
1.7 |
1371 |
5.1 |
|
2 |
LIF |
2.2 |
1801 |
3.9 |
2 |
1.3 |
1073 |
3.5 |
|
3 |
USA |
1.9 |
1534 |
3.3 |
6 |
0.9 |
723 |
2.7 |
|
4 |
TNT |
1.8 |
1501 |
3.2 |
4 |
1.0 |
793 |
3.0 |
|
5 |
TOON |
1.7 |
1278 |
3.0 |
2 |
1.3 |
966 |
4.0 |
|
6 |
TBS |
1.6 |
1345 |
2.9 |
4 |
1.0 |
838 |
3.1 |
|
7 |
DISC |
1.2 |
995 |
2.1 |
8 |
0.6 |
509 |
1.6 |
|
8 |
AEN |
1.1 |
854 |
1.8 |
7 |
0.7 |
579 |
2.0 |
|
9 |
TNN |
1.0 |
807 |
1.7 |
10 |
0.5 |
366 |
1.2 |
|
10 |
AMC |
0.9 |
727 |
1.7 |
10 |
0.5 |
395 |
1.5 |
|
Source: Turner Entertainment Research from Nielsen Media Research data |
||||||||
|
Top 20 Basic
Cable Ad-Supported Programs |
|||||||
|
Rank |
Date |
Program |
Network |
Day |
Rtg% |
Share |
(000) |
|
1 |
7/21/01 |
Rugrats |
NICK |
Sat |
7.2 |
14.8 |
5885 |
|
2 |
7/16/01 |
WWF Entertainment |
TNN |
Mon |
5.6 |
9.0 |
4499 |
|
3 |
7/22/01 |
NASCAR/New England 300 |
TNT |
Sun |
5.2 |
12.5 |
4248 |
|
3 |
7/16/01 |
m/"Dangerous Child" |
LIF |
Mon |
5.2 |
8.1 |
4159 |
|
5 |
7/21/01 |
Rugrats |
NICK |
Sat |
5.1 |
9.9 |
4146 |
|
6 |
7/22/01 |
Rugrats |
NICK |
Sun |
4.8 |
8.4 |
3915 |
|
7 |
7/16/01 |
WWF Entertainment |
TNN |
Mon |
4.5 |
6.9 |
3620 |
|
8 |
7/16/01 |
m/"Mists Of Avalon (Part 2)" |
TNT |
Mon |
4.0 |
6.5 |
3274 |
|
9 |
7/21/01 |
Fairly Odd Parents |
NICK |
Sat |
3.4 |
7.7 |
2779 |
|
10 |
7/21/01 |
Rugrats |
NICK |
Sat |
3.3 |
10.6 |
2657 |
|
11 |
7/21/01 |
Rugrats |
NICK |
Sat |
3.2 |
10.2 |
2622 |
|
11 |
7/21/01 |
Rugrats |
NICK |
Sat |
3.2 |
10.7 |
2614 |
|
11 |
7/21/01 |
Rugrats |
NICK |
Sat |
3.2 |
9.9 |
2613 |
|
11 |
7/21/01 |
Rugrats |
NICK |
Sat |
3.2 |
9.6 |
2588 |
|
11 |
7/21/01 |
Brothers Garcia |
NICK |
Sat |
3.2 |
6.0 |
2579 |
|
16 |
7/22/01 |
Autotrader.com Post Race |
TNT |
Sun |
3.1 |
7.3 |
2575 |
|
16 |
7/21/01 |
Rugrats |
NICK |
Sat |
3.1 |
9.3 |
2542 |
|
18 |
7/22/01 |
Rugrats |
NICK |
Sun |
3.0 |
9.5 |
2441 |
|
19 |
7/22/01 |
m/"Dangerous Child" |
LIF |
Sun |
2.9 |
5.9 |
2373 |
|
19 |
7/22/01 |
m/"Dangerous Affection" |
LIF |
Sun |
2.9 |
7.2 |
2372 |
|
Source: Turner Entertainment Research from Nielsen Media Research data |
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July 26, 2001 © 2001 Media Life
-Kevin Downey is a staff writer for Media Life.
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