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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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