Disney may have another bankable tyke-and-tween franchise on its hands, as the musical “Camp Rock” bowed to impressive numbers Friday night.
As part of an unprecedented multiplatform launch, the telepic featuring hot pop trio the Jonas Brothers also aired Saturday night on ABC and Sunday night on ABC Family. It’s also being made available beginning today on Disney.com.
Preliminary Nielsen estimates show that 8.9 million viewers watched the Disney Channel premiere of “Camp Rock” from 8 to 10 p.m. on Friday, making it cable’s most-watched entertainment program of 2008.
While those numbers are about half those of the record-setting premiere of “High School Musical 2” on Disney Channel in August (17.3 million), aud is larger than the one to which the first “HSM” opened in January 2006 (7.7 million), and “Camp Rock” is the cabler’s No. 2 original movie to date.
Telepic was also the most-watched program on television Friday night, beating out a repeat of CBS crime drama “Numbers,” which drew 6.7 million viewers.
Pic scored a bull’s eye in its target younger demos, averaging 3.5 million viewers 6-11 and 3.4 million 9-14.
Preliminary numbers for Saturday, meanwhile, show “Camp Rock” averaged about 3.6 million viewers from 8 to 10:50 p.m. on ABC’s “Wonderful World of Disney”; numbers were about what the net drew one week earlier for a repeat of “Monsters, Inc.”
Pic placed third among the broadcast nets in adults 18-49 (roughly 0.9/3) and fourth in total viewers but dominated among kids 6-11 (prelim 3.1 rating) and tweens 9-14 (3.2 rating) — in that demo, the best summer delivery on broadcast television for an entertainment program in six years (since NBC replayed “Men in Black” in July 2002).
In addition to its television and online launches, “Camp Rock” has also played on Radio Disney. It will show up on Disney Channels around the world beginning in August.
Opposite “Camp Rock” on Friday, the Daytime Emmy Awards on ABC settled for a preliminary 1.2 rating/4 share in adults 18-49 and 5.4 million viewers overall — down from the kudocast’s previous low of 6.1 million two years ago on ABC.
The 1.2 demo rating is about what the net had generated the previous week in the same 8-10 p.m. time period with repeats of “America’s Funniest Home Videos” and “According to Jim.”
And on Thursday, CBS drama “Swingtown” lost more ground in its third week (2.1/6 in 18-49, 6.01m) even without the NBA Finals competish on ABC it faced in its first two airings. Still, it again built slightly on its repeat “CSI” lead-in among young adults and this week moved to the 10 o’clock timeslot lead in 18-49, 25-54 and total viewers.
NBC’s own firstrun scripted skein, “Fear Itself,” ran second at 10 (1.5/5 in 18-49, 4.65m), on par with the previous week. Lead-in “Last Comic Standing” (2.0/6, 4.55m) grew 18% week to week.