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Cable news's hot
new viewers: Kids

Fox News sees 100 percent growth in 6-11s for year

By A.J. Livsey

    Like mother, like daughter. Like father, like son.
  Children are wont to mimic their parents’ behavior, and the adage appears to hold true for cable viewership as well.
   There’s no denying that 2003 was a year when news networks saw significant ratings gains among adults, thanks to ongoing war coverage and the newsworthiness of pop culture, including Ah-nold’s election to governor and the latest Michael Jackson scandal.
  What’s surprising is that children’s ratings for the top cable news carriers – Fox News and CNN – saw big growth for the year as well.
   Among adults 25-54, Fox News' primetime ratings increased 45 percent in 2003. Similarly, children 2-11 and 6-11 ratings experienced gains of 33 percent and 100 percent respectively.
   CNN’s 25-54 rating grew at a similar clip with 43 percent growth over 2002, and its children, kids 2-11 and 6-11, showed 31 percent and 20 percent growth in ratings as well.
  Of course, news is still not a priority for most children. Despite the growth, neither Fox News nor CNN could compete with Nickelodeon or Cartoon Network for a slot at the top of the ratings, with Fox News ranking No. 23 among 2-11s and No. 29 among 6-11s and CNN at No. 31 and No 32. In comparison, both networks ranked in the top 10 among 25-54s.
   But the influence of adults’ viewing habits on their children can’t be ignored. Each network that varied 15 percent or more from the previous year among adults 25-54 was similarly reflected in kids 2-11 ratings.
   Viewership declines were shared among children and their parents as well. CNBC, which suffered a 28 percent decline among 25-54s also saw drops of 57 percent and 60 percent among kids 2-11 and 6-11.
   In addition to news variances, a handful of other networks also registered consistent growth and decline among kids and adults. Bravo, buoyed by the success of “Queer Eye for the Straight Guy,” grew 63 percent in ratings among 25-54s and also saw 22 percent growth among kids 2-11 and 17 percent among 6-11s.
   ABC Family, presumably a haven for shared family viewing, suffered the most consistent decline of any network among adults and children. The network was off 17 percent among 25-54s but plummeted 45 percent and 49 percent among kids 2-11 and 6-11.

TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Kids 2-11 Rating
Full year 2003 (12/30/02 – 12/28/03)
Primetime

Rank

Net

2003

Chg.

%

1

TOON

1058

(35)

-3%

2

NICK

1044

31

3%

3

TDSN

134

29

28%

4

TBSC

127

1

1%

5

USA

116

(8)

-6%

5

FAM

93

(75)

-45%

7

TNT

92

(10)

-10%

8

SPK

91

(17)

-16%

9

APL

84

(3)

-3%

10

ESPN

82

2

2%

11

LIF

81

(36)

-31%

12

TLC

78

5

7%

13

BET

72

9

14%

14

MTV

65

(4)

-6%

15

SCIF

62

3

5%

16

DISC

61

(3)

-5%

17

FX

58

17

41%

18

VH1

34

9

36%

19

CMDY

33

(8)

-20%

20

TVLD

33

5

18%

21

AMC

32

4

14%

22

TVGC

29

(4)

-12%

23

FOXN

28

7

33%

24

FOOD

27

(2)

-7%

25

ESP2

26

1

4%

Source: Turner Entertainment Research based on data from Nielsen Media Research.

 

TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Kids 2-11 Rating
Full year 2003 (12/30/02 – 12/28/03)
Total day

Rank

Net

2003

2002

Chg.

%

1

NICK

899

938

(39)

-4%

2

TOON

657

677

(20)

-3%

3

TDSN

104

76

28

37%

4

FAM

77

105

(28)

-27%

5

TBSC

64

65

(1)

-2%

5

USA

52

56

(4)

-7%

7

TNT

51

50

1

2%

8

NOGG

51

n/a

n/a

n/a

9

LIF

48

62

(14)

-23%

10

TLC

44

42

2

5%

11

BET

43

40

3

8%

12

APL

40

42

(2)

-5%

13

SPK

39

43

(4)

-9%

14

ESPN

37

35

2

6%

15

MTV

37

40

(3)

-8%

16

DISC

29

31

(2)

-6%

17

FX

28

26

2

8%

18

SCIF

27

24

3

13%

19

FOXN

19

11

8

73%

20

TVLD

19

15

4

27%

21

VH1

19

13

6

46%

22

TVGC

18

19

(1)

-5%

23

CMDY

17

22

(5)

-23%

24

AMC

15

14

1

7%

25

ESP2

15

13

2

15%

Source: Turner Entertainment Research based on data from Nielsen Media Research.

 

TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Kids 6-11 Rating
Full year 2003 (12/30/02 – 12/28/03)
Primetime

Rank

Net

2003

2002

Chg.

%

1

NICK

682

690

(8)

-1%

2

TOON

635

625

10

2%

3

TBSC

84

89

(5)

-6%

4

USA

79

84

(5)

-6%

5

FAM

65

128

(63)

-49%

5

SPK

62

76

(14)

-18%

7

TNT

57

65

(8)

-12%

8

TDSN

56

54

2

4%

9

ESPN

55

55

0

0%

10

APL

53

59

(6)

-10%

11

TLC

53

49

4

8%

12

LIF

53

83

(30)

-36%

13

BET

48

42

6

14%

14

MTV

45

50

(5)

-10%

15

DISC

40

42

(2)

-5%

16

SCIF

40

40

0

0%

17

FX

38

29

9

31%

18

CMDY

24

32

(8)

-25%

19

TVLD

24

19

5

26%

20

VH1

23

17

6

35%

21

AMC

22

19

3

16%

22

ESP2

18

18

0

0%

23

FOOD

18

17

1

6%

24

TVGC

18

19

(1)

-5%

25

GAME

16

17

(1)

-6%

Source: Turner Entertainment Research based on data from Nielsen Media Research.

 

TOP 25 AD-SUPPORTED CABLE NETWORKS
Ranked on Kids 6-11 Rating
Full year 2003 (12/30/02 – 12/28/03)
Total Day

Rank

Net

2003

2002

Chg.

%

1

NICK

496

526

(30)

-6%

2

TOON

380

393

(13)

-3%

3

FAM

56

79

(23)

-29%

4

TDSN

45

37

8

22%

5

TBSC

41

44

(3)

-7%

5

USA

35

35

0

0%

7

TNT

31

31

0

0%

8

LIF

30

41

(11)

-27%

9

BET

28

26

2

8%

10

SPK

27

30

(3)

-10%

11

APL

26

29

(3)

-10%

12

ESPN

26

25

1

4%

13

TLC

26

25

1

4%

14

MTV

26

28

(2)

-7%

15

DISC

18

19

(1)

-5%

16

FX

18

17

1

6%

17

SCIF

17

16

1

6%

18

TVLD

13

9

4

44%

19

VH1

13

9

4

44%

20

CMDY

12

16

(4)

-25%

21

TVGC

11

12

(1)

-8%

22

AMC

10

9

1

11%

23

ESP2

10

9

1

11%

24

CMT

9

4

5

125%

25

FOOD

9

8

1

13%

Source: Turner Entertainment Research based on data from Nielsen Media Research.

 

TOP 10 AD-SUPPORTED CABLE PROGRAMS
Ranked on Kids 6-11 Rating
Full year 2003 (12/30/02 – 12/28/03

Rank

Program

Net

Date

Audience (000)

1

Spongebob

NICK

3/21/03

3260

2

Spongebob

NICK

3/21/03

2959

3

Spongebob

NICK

3/21/03

2757

4

Spongebob

NICK

3/21/03

2647

5

S Jimmy Neutron Jetfusion

NICK

10/13/03

2110

6

Spongebob

NICK

3/22/03

2105

7

Spongebob

NICK

11/9/03

2040

8

Spongebob

NICK

3/22/03

2040

9

Spongebob

NICK

2/22/03

2032

10

Jimmy Neutron

NICK

2/17/03

2027

Source: Turner Entertainment Research based on data from Nielsen Media Research.

 

TOP 10 AD-SUPPORTED CABLE PROGRAMS
Ranked on Kids 2-11 Rating
Full year 2003 (12/30/02 – 12/28/03)

Rank

Program

Net

Date

Audience (000)

1

Spongebob

NICK

3/21/03

4711

2

Spongebob

NICK

3/21/03

4425

3

Spongebob

NICK

3/21/03

4268

4

Spongebob

NICK

3/21/03

3999

5

Spongebob

NICK

2/22/03

3375

6

Spongebob

NICK

2/16/03

3256

7

Spongebob

NICK

3/8/03

3233

8

Spongebob

NICK

3/29/03

3226

9

Spongebob

NICK

11/9/03

3191

10

All Grown Up

NICK

11/29/03

3189

Source: Turner Entertainment Research based on data from Nielsen Media Research.


January 9, 2004© 2004 Media Life


- A.J. Livsey is a staff writer for Media Life.


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