Buoyed by SpongeBob Squarepants cleaning up on Saturday, Feb. 3, and taking the number-one slot with its highest ratings to date for a Saturday telecast, Nickelodeon was number one against all
broadcast and basic cable networks for the 46th consecutive week. SpongeBob (10 a.m. ET/PT) squeezed into the number-one position on Saturday with a 6.9 national rating/22 share and 2.7 million kid
viewers among kids 2-11, absorbing a 38% increase in rating over last year.
Nick's overall Saturday, Feb. 3, performance (5.6 national rating/21 share and 2.2 million kids viewers) among kids 2-11
improved upon prior-year levels by 40% in rating and also out-distanced the closest competitor, FOX, by 70% in rating.
Season to date (9/4/00-2/4/01) among kids 2-11 on Saturday mornings (8 a.m.-12
p.m. ET/PT), Nickelodeon also ranks as number one, averaging a 5.0/21 and 2.0 million kid viewers - up 25% in rating as compared to like time period.
Among kids 2-11 on Feb. 3, Nickelodeon beat the
closest competitor, FOX (3.3 /13 and 1.3 million viewers), by 70% in rating. Following second-place FOX was The WB (3.0/12 and 1.2 million kid viewers); CBS (2.3/10 and 909,000 kid viewers); ABC
(2.1/9 and 847,000 kid viewers); Cartoon Network (2.0/8 and 791,000 kid viewers); PBS (1.7/6 and 671,000 kid viewers); Disney Channel (1.2/5 and 498,000 kid viewers); and Fox Family Channel (0.9/3 and
360,000 kid viewers).
In addition, the “Nick Jr. on CBS” block continues to gain momentum among both its primary kids 2-5 demo and with kids 2-11. Among kids 2-5 on Feb. 3 (7 a.m.-12 p.m. ET/PT),
“Nick Jr. on CBS” was number one with a 3.8/17 and 594,000 kid viewers-marking triple-digit increases of 171% in rating over prior-year levels. Launch to date (9/16/00-2/3/01) among kids 2-5, the
block is averaging a 3.4/15 and 523,000 kid viewers-up 278% in rating over like time period.
With kids 2-11 for the week, the block is steadily gaining viewers, even beating ABC (2.0/8 and 803,000
kid viewers) for the week by 15% in rating. For Feb. 3 among kids 2-11, “Nick Jr. on CBS” posted a 2.3/10 and 909,000 kid viewers-increases of 130% in rating as compared to last year.
- Anya
Khait may be reached at anya@mediapost.com