Nickelodeon has established itself as TV’s top kids choice on Saturday mornings for a second year in a row, but a showdown with Kids WB may be looming.
Nick has topped all the broadcast nets in kids 2-11 averages for the 1998-’99 broadcast year, which concluded Sept. 11. As the year wraps up, though, the Kids WB import “Pokemon” has lifted the netlet to a challenging position with victories on three of the last five Saturdays.
Last week, a “Pokemon” marathon shattered the Kids WB record Saturday rating, with a 5.4 rating, 25 share in kids 2-11. Against “Pokemon,” the premiere of ABC’s fall kidvid lineup settled for a 2.4/11, down 17% from year ago results.
For the 1998-’99 broadcast year, Nick has averaged a national 4.0/19 in kids 2-11 Saturday mornings, down 2% from the previous year. ABC ran second with a 2.9/14 (down 9%), followed by Fox (2.8/13, down 13%), WB (2.3/11, up 21%), UPN (1.6/8, up 7%), Disney Channel (1.5/8, up 25%), Cartoon Network (1.5/7, up 15%) and CBS (0.7/4, up 17%).
Each rating point represents 398,000 viewers, or 1% of the U.S. TV-viewing population in that age bracket.