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taking on adult airs
Cartoon Net and Nickelodeon nab older viewers
By Elizabeth White
The turf war between the Cartoon Network and Nickelodeon is starting to involve the adults, as both networks had successes last week among adults 18-49 and adults 25-54, especially during primetime and late night hours.
Nickelodeon has been targeting adults 18-49 with its Nick-at-Night sitcom rerun lineup, which airs from 9 p.m. to 5:30 a.m. on most days.
During primetime last week, "The Brady Bunch," "Family Ties" and "Cheers" made Nickelodeon the ninth-highest-rated network among adults 18-49 and the tenth highest among adults 25-54.
An average of 488,000 adults 18-49 and 467,000 adults 25-54 tuned in to the network during primetime last week.
In total day numbers, Nickelodeon was the sixth-highest-rated network among adults 18-49 and the tenth highest among adults 25-54, with 417,000 and 389,000 viewers in each respective demographic.
That audience was made up of both Nick-at-Night viewers and adults watching the weekday morning Nick Jr. block with their kids. According to Nickelodeon, adults 18-49 comprise one-third of the Nick Jr. audience.
The Cartoon Network, which says 30 percent of its audience is over the age of 18, launched "Adult Swim," a three-hour block of adult cartoons, this past September in order to attract a larger adult 18-34 audience on Sunday and Thursday nights.
While the network says the six hours of adult programming aren't enough to significantly affect weekly ratings, last week the Cartoon Network ranked eighth among adults 18-49 in total day measurements.
More specifically, last Sunday’s "Adult Swim" hours were up 357 percent in adult 18-34 delivery, 187 percent in adult 18-49 delivery, and 155 percent in adult 25-54 delivery, versus the same time period a year ago, when repeats of the Cartoon Network’s Saturday morning block occupied the time slot.
Last Sunday’s "Adult Swim" attracted 352,000 adults 18-34, 431,000 adults 18-49 and 235,000 adults 25-54.
Comedy Central also scored among adults 18-49 with its own adult cartoon, "South Park," on Wednesday night. The program ranked ninth for the week in the demographic, with 1.6 million adults 18-49 tuning in.
But sports and movies filled out the rest of the top-10 programs for the week among adults 18-49 and adults 25-54, and TBS, ESPN and TNT were the top-three primetime networks for the week in both demographics.
ESPN’s Sunday night NFL game between the Oakland Raiders and the Seattle Seahawks was the highest-rated program for the week in households, adults 18-49 and adults 25-54.
Among news networks, Fox News topped CNN during primetime in households and adults 25-54 last week, but the two networks tied in total day households, and CNN edged Fox News by 4,000 viewers among adults 25-54.
The highest-rated news program of the week was Fox News’s eight-minute analysis of President Bush’s address on Thursday, which ranked sixth in households, with 3.3 million total viewers.
CNN’s highest-rated program was the network’s coverage of the stolen truck chase in Texas on Wednesday afternoon, which ranked 18th for the week, with 2.7 million total viewers.
Tying the car chase for 18th place, also with 2.7 million total viewers, was Fox News’s broadcast of President Bush’s full address on Thursday night.
|
Top 10 Basic
Cable Ad-Supported |
||
|
Rank |
Net |
(000) |
|
1 |
TBS |
1376 |
|
2 |
ESPN |
1094 |
|
3 |
TNT |
997 |
|
4 |
USA |
896 |
|
5 |
LIFETIME |
788 |
|
6 |
TLC |
676 |
|
7 |
TNN |
649 |
|
8 |
DISCOVERY |
535 |
|
9 |
NICK |
488 |
|
10 |
COMEDY |
462 |
| Source:
Turner Entertainment Research from Nielsen Media Research data
|
||
|
Top 10 Basic Cable
Ad-Supported Programs |
|||||
# |
Date |
Program |
Net |
Day |
(000) |
|
1 |
11/11/01 |
NFL/Raiders/Seahawks |
ESPN |
Sun |
4284 |
|
2 |
11/11/01 |
m/"Lethal Weapon 4" |
TBS |
Sun |
3795 |
|
3 |
11/5/01 |
WWF Entertainment |
TNN |
Mon |
2968 |
|
4 |
11/5/01 |
WWF Entertainment |
TNN |
Mon |
2720 |
|
5 |
11/11/01 |
NFL Prime Time |
ESPN |
Sun |
2531 |
|
6 |
11/11/01 |
m/"Lethal Weapon 4" |
TBS |
Sun |
2243 |
|
7 |
11/11/01 |
NFL Sportscenter |
ESPN |
Sun |
2052 |
|
8 |
11/10/01 |
m/"Rush Hour" |
TNT |
Sat |
1763 |
|
9 |
11/7/01 |
South Park |
CMDY |
Wed |
1672 |
|
10 |
11/11/01 |
m/"Conspiracy Theory" |
TBS |
Sun |
1655 |
| Source:
Turner Entertainment Research from Nielsen Media Research data
|
|||||
|
Top 10 Basic
Cable Ad-Supported |
||
|
Rank |
Net |
(000) |
|
1 |
TBS |
1309 |
|
2 |
ESPN |
1188 |
|
3 |
TNT |
1020 |
|
4 |
USA |
985 |
|
5 |
LIFETIME |
884 |
|
6 |
TLC |
669 |
|
7 |
TNN |
622 |
|
8 |
DISCOVERY |
593 |
|
9 |
FOXNEWS |
479 |
|
10 |
NICK |
467 |
| Source:
Turner Entertainment Research from Nielsen Media Research data
|
||
|
Top 10 Basic Cable
Ad-Supported Programs |
|||||
# |
Date |
Program |
Net |
Day |
(000) |
|
1 |
11/11/01 |
NFL/Raiders/Seahawks |
ESPN |
Sun |
4596 |
|
2 |
11/11/01 |
m/"Lethal Weapon 4" |
TBS |
Sun |
3714 |
|
3 |
11/11/01 |
NFL Prime Time |
ESPN |
Sun |
2492 |
|
4 |
11/5/01 |
WWF Entertainment |
TNN |
Mon |
2406 |
|
5 |
11/5/01 |
WWF Entertainment |
TNN |
Mon |
2292 |
|
6 |
11/11/01 |
NFL Sportscenter |
ESPN |
Sun |
2155 |
|
7 |
11/11/01 |
m/"Lethal Weapon 4" |
TBS |
Sun |
2121 |
|
8 |
11/10/01 |
NCAA Ftball-Florida/South Carolina |
ESPN |
Sat |
1861 |
|
9 |
11/10/01 |
m/"Rush Hour" |
TNT |
Sat |
1580 |
|
10 |
11/11/01 |
m/"Conspiracy Theory" |
TBS |
Sun |
1574 |
| Source:
Turner Entertainment Research from Nielsen Media Research data
|
|||||
|
Top 10 Basic Cable
Ad-Supported Networks |
||||||||
|
# |
Net |
PT |
PT (000) |
PT Shr |
TD Rank |
TD Rtg |
TD (000) |
TD Shr |
|
1 |
LIF |
2.0 |
1654 |
3.1 |
2 |
1.2 |
1007 |
3.0 |
|
2 |
TBS |
1.9 |
1678 |
3.1 |
3 |
1.1 |
967 |
3.2 |
|
2 |
ESPN |
1.9 |
1627 |
3.0 |
9 |
0.7 |
626 |
2.1 |
|
4 |
TNT |
1.8 |
1499 |
2.7 |
5 |
0.8 |
710 |
2.4 |
|
5 |
USA |
1.7 |
1486 |
2.7 |
5 |
0.8 |
688 |
2.3 |
|
6 |
NICK |
1.6 |
1360 |
2.5 |
1 |
1.4 |
1188 |
4.0 |
|
6 |
TOON |
1.6 |
1244 |
2.5 |
3 |
1.1 |
867 |
3.2 |
|
8 |
FOXN |
1.4 |
1038 |
2.2 |
5 |
0.8 |
617 |
2.4 |
|
9 |
CNN |
1.1 |
931 |
1.7 |
5 |
0.8 |
708 |
2.4 |
|
10 |
DISC |
1.0 |
860 |
1.6 |
11 |
0.5 |
463 |
1.4 |
|
10 |
AEN |
1.0 |
855 |
1.6 |
9 |
0.7 |
594 |
1.9 |
| Source:
Turner Entertainment Research from Nielsen Media Research data
|
||||||||
|
Top 20
Basic Cable Ad-Supported |
||||||||
# |
Date |
Program |
Net |
Day |
Rtg | Shr | (000) |
P2+ (000) |
|
1 |
11/11 |
NFL/Raiders/ Seahawks |
ESPN |
Sun |
6.7 |
10.3 |
5706 |
7968 |
|
2 |
11/11 |
m/"Lethal Weapon 4" |
TBS |
Sun |
5.0 |
7.4 |
4286 |
6756 |
|
3 |
11/5 |
WWF Ent'ment |
TNN |
Mon |
4.1 |
6.7 |
3487 |
4787 |
|
4 |
11/5 |
WWF Ent'ment |
TNN |
Mon |
3.8 |
5.4 |
3209 |
4614 |
|
5 |
11/11 |
NFL Prime Time |
ESPN |
Sun |
3.4 |
5.4 |
2917 |
4040 |
|
6 |
11/8 |
Pres Address Coverage |
FOXN |
Thu |
3.2 |
4.7 |
2363 |
3307 |
|
7 |
11/11 |
NFL Sports- |
ESPN |
Sun |
3.1 |
7.4 |
2656 |
3473 |
|
7 |
11/6 |
Dragon Ball Z |
TOON |
Tue |
3.1 |
5.8 |
2389 |
3510 |
|
9 |
11/11 |
m/"Lethal Weapon 4" |
TBS |
Sun |
3.0 |
6.2 |
2589 |
3543 |
|
9 |
11/11 |
Spongebob |
NICK |
Sun |
3.0 |
8.7 |
2574 |
3548 |
|
9 |
11/8 |
Dragon Ball Z |
TOON |
Thu |
3.0 |
5.7 |
2306 |
3283 |
|
9 |
11/11 |
m/"Pretty Woman" |
WGNC |
Sun |
3.0 |
5.6 |
1646 |
2148 |
|
13 |
11/10 |
Spongebob |
NICK |
Sat |
2.9 |
8.8 |
2468 |
3857 |
|
13 |
11/10 |
NCAA Ftball- Florida/ South Carolina |
ESPN |
Sat |
2.9 |
5.1 |
2466 |
3510 |
|
13 |
11/11 |
Spongebob |
NICK |
Sun |
2.9 |
8.2 |
2424 |
3459 |
|
13 |
11/10 |
Rugrats |
NICK |
Sat |
2.9 |
5.0 |
2419 |
4010 |
|
13 |
11/11 |
m/"Unspeak- |
LIF |
Sun |
2.9 |
5.6 |
2408 |
3069 |
|
18 |
11/10 |
m/"Degree Of Guilt, Pt.II" |
LIF |
Sat |
2.8 |
4.9 |
2361 |
2951 |
|
18 |
11/10 |
Rugrats |
NICK |
Sat |
2.8 |
8.2 |
2358 |
3715 |
|
18 |
11/7 |
Texas-Stolen Truck Chase |
CNN |
Wed |
2.8 |
8.5 |
2357 |
2714 |
|
18 |
11/11 |
m/"A Promise To Carolyn" |
LIF |
Sun |
2.8 |
4.6 |
2347 |
3190 |
|
18 |
11/7 |
Dragon Ball Z |
TOON |
Wed |
2.8 |
5.4 |
2181 |
3349 |
|
18 |
11/8 |
Pres Address- Home Security |
FOXN |
Thu |
2.8 |
4.2 |
2039 |
2779 |
| Source:
Turner Entertainment Research from Nielsen Media Research data
|
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November 15, 2001 © 2001 Media Life
-Elizabeth White is a staff writer for Media Life.
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