Nickelodeon remained on top of the heap as the kiddie programming season came to a close Saturday. Meanwhile, NBC and Fox slates — rejigged last fall — are still struggling to attract viewers.
Nick retained lead position for both season and sweeps in kids 2-11 and 6-11, comfortably ahead of second place Kids’ WB. Nick finished season with a 5.3 rating in 2-11 (up 8%) and 2.1 million viewers (up 5%).
Nick vs. Nick
Tightest competition was actually the intranet rivalry between Nick’s Saturday morning skeins “SpongeBob SquarePants” and “The Fairly OddParents.” “SpongeBob” finished ahead with a 6.7 rating and 2.7 million viewers 2-11. “Fairly Odd” ended the season with a 6.5 rating and 2.6 million viewers.
Fox Saturday mornings, now programmed by 4Kids, ended the season in seventh place with a 1.3 rating and just over half a million viewers. In boys 6-11 and 9-14, it ranks third among the competish, but numbers are down 30% in ratings and delivery from last year. A slightly revamped fall sked was announced earlier this week (Daily Variety, May 21).
Although it finished near the bottom of the rankings, NBC wins the most improved award. Discovery Kids on NBC slate saw a 75% increase in ratings (0.7) and 67% in delivery (285,000 viewers among kids 2-11). Numbers were even better year to date, 100% and 105%, respectively.
The month of May began slowly for Kids’ WB with a season ratings low of 2.4 Still, net finished first among broadcast channels for the season with a 3.7 rating and 1.5 million viewers in kids 2-11.
Channel continued to see its strongest numbers in the boy demos (boys 6-11, 9-14) where it topped Nickelodeon. Three Kids’ WB shows registered in the top 10: “Yu-gi-oh” (No. 7), “Pokemon” (8) and “Ozzy and Drix” (tied for ninth).
Third place belonged to the Cartoon Network, with a 2.0 rating and 815,000 kid viewers. Although numbers were down about 8%, net surpassed ad-free Disney, which has been close on its heels all season. Disney registered a 1.8 rating and 721,000 viewers 2-11 to tie for fourth place with sibling net ABC.