×
You will be redirected back to your article in seconds

Adults ‘Discover’ kiddie programs

Median age of Peacock's ayem viewers is 41.7

It’s Saturday morning. Do you know where your parents are?

They may be watching, of all things, Discovery Kids on NBC.

This lineup, which launched last October, replaced the Peacock’s longtime slate of teen programming, dubbed TNBC. TNBC’s heyday was during the early 1990s, but by the 2000-2001 season its ratings had dropped significantly and the median viewing age of the block had climbed to 41.1.

These days, the new Discovery slate has seen marked improvement, kidwise, across the board.

The three-hour Saturday a.m. block consists of half-hour skeins “Prehistoric Planet,” “Croc Files,” “Operation Junkyard,” “Endurance,” “Scouts Safari” and “Strange Days at Blake Holsey High.”

Season to date, the rating among kids 2-11 is up 40%, while the key boys 6-11 demo has increased by 75%.

But those aren’t the only numbers on the rise. Despite the targeting of kids with the new programming block, NBC’s Saturday morning median age has creeped up to 41.7. Adults 65+ make up 19% of the block’s audience, up 6% from last year. Kids 2-11 compose 13%.

This makes the Peacock’s viewers significantly older than the competish. Top-rated nets Nick (9.8), Kids WB (12.4) and ABC Family (12.6) all hit their target audience. But Discovery’s (perhaps appropriately named) “Prehistoric Planet” show pulls in a median viewing age of 50.6. By comparison, the median age tuning into top-rated “SpongeBob Squarepants” on Nick is 10.

“We do want to attract more kids,” agrees Marjorie Kaplan, senior VP and general manager of Discovery Kids. She attributes part of the rise in median age to co-viewing.

“One of the reasons we got into the kids business is that we saw a whole lot of kids watching Discovery with their parents,” she explains. “It’s not surprising that we have a lot of parents watching now with their kids.”

As a new destination, and with the Saturday edition of the “Today Show” for a lead in, Kaplan knows the net will have to continue to work hard to attract a younger demo — and the advertisers that follow them.

“Our goal is to lower that average and bring kids in,” she says. “I’m not concerned about driving away adults.”

More TV

  • Pete Davidson Sits Out Final 'Saturday

    Pete Davidson Sits Out Final 'Saturday Night Live' Sketches of 2018

    Just hours after “Saturday Night Live” cast member Pete Davidson posted a message on social media that said he “really [didn’t] want to be on this Earth anymore,” he was absent from the final 2018 live sketches of the late-night sketch comedy show. But although Davidson did not take part in the sketches or appear [...]

  • Pete Davidson photographed by Peggy Sirota

    Pete Davidson Posts Unsettling Message, Deletes Instagram

    UPDATED: “Saturday Night Live” cast member Pete Davidson posted a disturbing message Saturday morning stating he doesn’t “want to be on this earth anymore,” then deleted his Instagram account. In the post, Davidson wrote, “I’m doing my best to stay here for you but i actually don’t know how much longer i can last. all [...]

  • Disney Channel Fires 'Andi Mack' Actor

    Disney Channel Fires 'Andi Mack' Actor Arrested for Plotting Sex With Minor

    Disney Channel has severed ties with “Andi Mack” actor Stoney Westmoreland following his arrest for allegedly trying to arrange a sexual encounter with a 13-year-old. “Stoney Westmoreland, an actor working on the series ‘Andi Mack,’ was arrested in Salt Lake City today,” a Disney Channel spokesperson said in a statement Friday. “Given the nature of [...]

  • Russian Doll

    TV News Roundup: Natasha Lyonne's 'Russian Doll' Sets Netflix Premiere Date

    On Friday’s roundup, Netflix announces the premiere date for “Russian Doll” and Benedict Cumberbatch’s “Brexit” film has a premiere date on HBO FIRST LOOKS Showtime has released a new teaser for the upcoming comedy series, “Black Monday,” which will premiere Sunday, Jan. 20 at 10 p.m. ET/PT. The series stars and is executive produced by Don [...]

  • Vanity Fair Review

    TV Review: 'Vanity Fair'

    There’s something comforting about the predictability of a period piece novel adaptation in the Masterpiece Theater tradition. Knowing the story, or even just the rhythms of the genre, there are rarely many surprises. The women will toss off witticisms and cry careful, pretty tears; the men will steel their jaws and declare their love, ideally [...]

More From Our Brands

Access exclusive content