-- According To Nielsen


Rugrats -- Nick's Biggest Winners, CBS's Biggest Losers

On Saturday, 12/1/2001, two Rugrats specials, The Santa Experience and Chanukah, made their network debuts on CBS. Chanukah earned a 3.6 rating, while Santa got a 3.4. While those numbers would guarantee a top-5 slot in the cable Nielsens, they ended up near the bottom in the broadcast Nielsens -- for the week of 11/26/2001, Chanukah ranked # 91, while Santa as # 92, the worst-rated shows on CBS that week. It was also the second week in a row that Rugrats came dead last for CBS -- The Rugrats Movie was CBS's worst program the week of 11/19/2001 (click here for details on that). In contrast, Nick's highest-rated show the week of 11/26/2001 was an episode of SpongeBob SquarePants, which had a 2.5 rating and was ranked # 8 in the cable Nielsens.

But of course, while ratings are one thing, demographics are another. As with The Rugrats Movie, the specials were last place on CBS in the general ratings, but first in their time slot for children aged 2 to 11. Here is part of their press release on their ratings:
On Saturday, CBS (6.0/11, 9.34m) won the night in households, viewers and women 25-54 (3.8/11) and was second in boomers (3.5/9, -0.1 behind ABC) and adults 25-54 (3.1/9, tie FOX). RUGRATS: SANTA EXPERIENCE (S) (8:03-8:33 PM) posted a 3.4/7 with 6.07m viewers and 2.1/6 in adults 25-54, 2.3/7 in women 25-54, 1.9/6 in adults 18-49, 3.6/12 in children 2-11 and 3.3/11 in children 6-11. From 8:00 to 8:30 PM, CBS was first in the child demographics and second in households, viewers, key adult and women demographics. RUGRATS: CHANUKAH (S) (8:33-9:03 PM) posted a 3.6/7 with 6.26m viewers and 1.9/6 in adults 25-54, 2.2/7 in women 25-54, 1.6/5 in adults 18-49, 4.5/15 in children 2-11 and 4.7/15 in children 6-11. From 8:30 to 9:00 PM, CBS was first in the children demographics, second in women 25-54 and third in households, viewers and key adult demos.

Here are the complete results for the week of 11/26/2001. A " * " denotes a one-time-only presentation. The rating is the percentage of the nation's estimated 105.5 million TV homes Each ratings point represents 1,055,000 households.

(Results © 2001 The Associated Press and Nielsen Media Research. Source: SF Gate.)

1. * "Carol Burnett Show: Show Stoppers," CBS, 18.9

2. "Everybody Loves Raymond," CBS, 15.2

3. "Law and Order," NBC, 13.7

3. "The West Wing," NBC, 13.7

5. "Friends," NBC, 13.2

6. "Becker," CBS, 12.9

7. "CSI: Crime Scene Investigation," CBS, 12.2

7. "NFL Monday Night Football: Tampa Bay at St. Louis," ABC, 12.2

9."Judging Amy," CBS, 11.4

10. "JAG," CBS, 10.9

11. "Frasier," NBC, 10.7

11. "The Practice," ABC, 10.7

13. "Survivor: Africa," CBS, 10.6

14. * "Christmas in Rockefeller Center," NBC, 10.2

15. * "Fear Factor," NBC, 10.1

15. "Law & Order: Special Victims Unit," NBC, 10.1

17. "Yes, Dear," CBS, 10.0

18. "ER," NBC, 9.9

18. "The King of Queens," CBS, 9.9

20. "Dateline NBC-Friday," NBC, 9.4

20. "NFL Monday Showcase," ABC, 9.4

22. "Inside Schwartz," NBC, 9.3

22. "NYPD Blue," ABC, 9.3

24. "60 Minutes," CBS, 9.2

24. "The Guardian," CBS, 9.2

26. "The Wonderful World Of Disney: Brian's Song," ABC, 9.1

27. "The District," CBS, 9.0 (followed Touched By An Angel on 12/1/2001 -- SM)

27. "Will & Grace," NBC, 9.0

29. "CBS Sunday Movie: "Jim Henson's Jack and the Beanstalk: The Real Story," Part 1, CBS, 8.2

29. "Crossing Jordan," NBC, 8.2

29. "My Wife and Kids," ABC, 8.2

29. "Scrubs," NBC, 8.2

33. "Primetime Thursday," ABC, 8.0

34. "The Simpsons," Fox, 7.9

34. * "Three Sisters," NBC, 7.9

36. "Boston Public," Fox, 7.8

37. "Who Wants to Be a Millionaire-Monday," ABC, 7.7

38. "According to Jim," ABC, 7.6

38. "Fox NFL Sunday Post Game: Various Teams and Times," Fox, 7.6

40. "20/20-Wednesday," ABC, 7.4

41. "The Agency," CBS, 7.2

41. "Ally McBeal," Fox, 7.2

41. "Who Wants to Be a Millionaire-Thursday," ABC, 7.2

44. "60 Minutes II," CBS, 7.1

44. "Alias," ABC, 7.1

46. "The Drew Carey Show," ABC, 7.0

46. "Philly," ABC, 7.0

46. "Third Watch," NBC, 7.0

49. "Malcolm in the Middle," Fox, 6.9

50. "Bernie Mac," Fox, 6.8

50. "Weakest Link," NBC, 6.8

52. "Dateline NBC-Tuesday," NBC, 6.7

53. "Dharma & Greg," ABC, 6.5

54. * "Big 12 Championship: Colorado vs. Texas," ABC, 6.4

55. * "Frosty the Snowman," CBS, 6.3

56. "The Education Of Max Bickford," CBS, 6.2

57. "The Amazing Race," CBS, 6.1

57. "Spin City," ABC, 6.1

59. * "Frosty Returns," CBS, 6.0

59. "Law & Order: Criminal Intent," NBC, 6.0

59. "Whose Line is it Anyway?-Wednesday," ABC, 6.0

62. "24," Fox, 5.9

62. "America's Funniest Home Videos," ABC, 5.9

62. "That '70s Show," Fox, 5.9

65. * "Garth Brooks Live! 3," CBS, 5.8

66. "Touched By an Angel," CBS, 5.7 (followed the Rugrats specials on 12/1/2001 -- SM)

67. * "Malcolm in the Middle," Fox, 5.6

68. "Cops 2: Seattle/Tacoma," Fox, 5.5

68. "Grounded For Life," Fox, 5.5

68. "The X-Files," Fox, 5.5

71. "Titus," Fox, 5.4

72. * "That '70s Show," Fox, 5.3

72. * "World Ice Challenge," CBS, 5.3

74. "UC: Undercover," NBC, 5.2

75. "7th Heaven," WB, 5.0

76. "America's Most Wanted: America Fights Back," Fox, 4.9

77. * "Best Commercial's Never Seen," ABC, 4.8

78. "Cops: West Palm Beach," Fox, 4.7

78. "Enterprise," UPN, 4.7

78. * "Fox Movie Special: The Sound Of Music," Fox, 4.7

78. * "NBC Movie of the Week-Sunday: Prince Of Egypt," NBC, 4.7

82. "Whose Line is it Anyway?," ABC, 4.6

83. "Smallville," WB, 4.5

84. "Once and Again," ABC, 4.3

84. "Whose Line is it Anyway?," ABC, 4.3

86. "Temptation Island 2," Fox, 4.2

86. "World Wrestling Federation Smackdown!," UPN, 4.2

88. "Big 12 Championship Pregame: Colorado vs. Texas," ABC, 3.8

88. "Gilmore Girls," WB, 3.8

90. "Buffy, the Vampire Slayer," UPN, 3.7

91. * "Rugrats: Chanukah," CBS, 3.6

92. * "Rugrats: Santa Experience," CBS, 3.4

93. "Dawson's Creek," WB, 3.2

93. "NBC Saturday Night Movies: Stripes," NBC, 3.2

95. * "Family Guy," Fox, 3.1

96. * "Quest For the Ring," Fox, 3.0

97. "Reba," WB, 2.8

98. "Special Unit 2," UPN, 2.7

99. "Felicity," WB, 2.4

99. "Girlfriends," UPN, 2.4

99. "The Parkers," UPN, 2.4

102. "Charmed," WB, 2.3

102. "One On One," UPN, 2.3

104. "Raising Dad," WB, 2.2

105. "The Hughleys," UPN, 2.1

105. "Roswell," UPN, 2.1

107. "Popstars 2," WB, 2.0

107. "Sabrina, The Teenage Witch," WB, 2.0

107. "UPN's Movie Friday: The Terminator," UPN, 2.0

110. "Maybe It's Me," WB, 1.9

111. "Men, Women and Dogs," WB, 1.7

111. "Ripley's Believe It Or Not," WB, 1.7

111. * "What's Next," WB, 1.7

114. "Off Centre," WB, 1.6

114. "The Steve Harvey Show," WB, 1.6

116. "Nikki-Sunday," WB, 1.5

117. "Diagnosis Murder-Tuesday," Pax, 1.2

117. "Diagnosis Murder-Wednesday," Pax, 1.2

117. "Pax Big Event: Once Upon a Christmas," Pax, 1.2

120. "Diagnosis Murder-Monday," Pax, 1.1

120. "Diagnosis Murder-Thursday," Pax, 1.1

120. "It's a Miracle," Pax, 1.1

120. "Ponderosa-Sunday," Pax, 1.1

124. "Candid Camera-Sunday," Pax, 1.0

124. "Touched By an Angel-Thursday," Pax, 1.0

124. "Touched By an Angel-Wednesday," Pax, 1.0

127. "Diagnosis Murder-Friday," Pax, 0.9

127. "Doc-Sunday," Pax, 0.9

127. "Touched By an Angel-Monday," Pax, 0.9

130. "Candid Camera-Wednesday," Pax, 0.8

130. "Mysterious Ways-Sunday," Pax, 0.8

132. "Encounters With the Unexplained," Pax, 0.7

132. "Miracle Pets-Monday," Pax, 0.7

132. "Mysterious Ways-Tuesday," Pax, 0.7

132. "Ponderosa-Saturday," Pax, 0.7

136. "Doc-Tuesday," Pax, 0.5

136. "Weakest Link," Pax, 0.5

Rugrats' Success -- By The Numbers

The success of Rugrats has been determined not necessarily by the amount of merchandise sold, or how many people saw the movie or bought the video, but by a select group of TV viewers known affectionately as "The Nielsen Family". These are the people who report what they watch to Nielsen Media Research, either by using set-top "Peoplemeters", or by fillng out diaries and mailing them to Nielsen. And it is these surveys that help determine the success of Rugrats and Nickelodeon.

Here is a selection of excerpts from Viacom's press releases that tell the story of Nick's ratings, and how Rugrats got involved.

1. In newer press releases that mentions Nick's "Kids Day Programming", that refers to Monday to Thursday 6:30AM ET to 8:30PM ET, Friday 6:30AM ET to 10PM ET, Saturday 6AM ET to 10PM ET and Sunday 6AM ET to 9PM ET. This basically covers general Nick programming, plus the Nick Jr. and Snick blocks, but not Nick-At-Nite or Cable In The Classroom.

2. Also, these newer press releases mention a "Kid Delivery" percentage -- this is actually a percentage of young viewers, usually aged 2 to 11 years old. And "HH" is short for "households".

3. The Nick Jr. on CBS block covers 7AM ET to Noon ET; however, this also include an adult news program, The Early Show. Also, some stations may delay or pre-empt some programs in that block, in favor of local or syndicated programming.


Grows While Competition Declines; Outperforms Broadcasters In Key Dayparts

New York, NY, December 18, 1996 -- Three months into the 1996-1997 kids TV season, Nickelodeon's grip on the kids TV business is stronger than ever. The network continues to draw viewers from the broadcast networks and increase its ratings, while key competitors continue to lose ground.

The kids marketplace is shifting towards Nickelodeon, which now commands 57% of the kids 2-11 gross ratings points. Although total kids viewership (kids 2-11 gross ratings points) is flat, Nickelodeon has increased its share by 16%.

In addition, Nickelodeon is outdelivering CBS, ABC, WB and Disney in the traditional kids dayparts.

Nickelodeon's total day (103.5 hours) national kids 2-11 ratings have grown 15% from a 2.7 last year to a 3.0 this year. Conversely, CBS has declined 45%; Disney 32%; WB 18%; Fox 16%; and ABC 14%.

Nickelodeon's primetime block (8-8:30 PM ET) outperforms the broadcast offerings an average of five of seven nights per week in national kids 2-11 ratings for that time period. (On October 7th, the network premiered the new original series, Hey Arnold!, KABLAM!, Kenan & Kel, The Wubbulous World of Dr. Suess (sic) and new episodes of the hit show The Secret World of Alex Mack.)

On Saturday mornings, Nickelodeon is making strong gains, beating ABC, CBS and WB. It earned a 4.3 national kid 2-11 rating, up 19% year to year. Fox posted a 5.1, up 2%; ABC earned a 2.5, down 14%; WB received a 1.7, down 26%; and CBS achieved a 1.6, down 45%.

In other programming news, the December 4 premiere of the Rugrats Chanukah special achieved a 7.9 national kids 2-11 rating. This is 18% higher than Fox's "Goosebumps" season-to-date average (6.7 national kids 2-11 rating).

And, on November 25, Rugrats posted its highest rating ever among K6-11s, earning a 9.9 K6-11 rating at 7:30 PM.


Nick Prime is Number One Kids Daypart

New York, NY, February 13, 1997 -- Nickelodeon remains firmly established in its dominant position in kids television this season and continues to see its ratings increase, while key competitors' ratings decline. In addition, Nickelodeon's new primetime block is the highest-rated daypart in kids TV, posting a 5.0 national kids 2-11 rating.

Nickelodeon continues to drive the kids marketplace and maintains control of 57% of the kids 2-11 gross ratings points (GRP's). Its cume, or unduplicated viewing, was 57.2% of kids 2-11 in November 1996 - the highest in kids television.

The cable network now ties with Fox Kids on a total day basis, with both earning a 3.1 national kids 2-11 rating.

Nickelodeon is up 11% in total day national kids 2-11 ratings this season. ABC is down 10%, posting a 2.6; Fox Kids slipped 16%; WB dropped 18% to a 1.4; Disney lost 28%, earning a 1.8; and CBS lost 42%, delivering a 1.5.

The majority of Nickelodeon's dayparts demonstrated year-to-year increases, led by its new primetime block featuring the new series Hey, Arnold! (the highest-rated regularly scheduled basic cable series of 1996), KABLAM!, Kenan & Kel, The Wubbulous World World of Dr. Seuss and new episodes of The Secret World of Alex Mack.

Nick Prime's weekly average beats broadcast networks' national kids 2-11 ratings in the same timeslot.*

In November, Rugrats, the highest-rated kids program on cable, reached 20.8 million viewers a week, beating its own record of of 19.1 million viewers in February 1996.


Network is highest-rated kids programmer;  boasts highest-rated show, daypart; owns 56% of kids market

New York, NY, August 25, 1997 -- Nickelodeon, in a television first, expects to outperform all competition - Fox, Disney, WB, CBS, ABC - for the 1996-1997 kids season, strengthening its position and dominating the genre like no other programmer - on broadcast or cable - ever has. Season-to-date through July 27, the network delivered a 3.2 national kids 2-11 rating, gaining 14% over last year and beating Fox Kids' 2.9; ABC's 2.7; Disney syndication's 1.8; UPN's 1.5; WB's 1.3; CBS' 1.3; and Cartoon Network's 0.7.

In addition, Nickelodeon's Rugrats has crawled to the top of the charts, posting a 6.4 national kids 2-11 rating for its 7:30 PM airing, making it the #1 show in kids TV. Nickelodeon's new 8-8:30 PM primetime block is the highest-rated daypart in kids TV, earning an average 4.8 national kids 2-11 rating. In addition, the network has captured 56% of the gross ratings points, outdelivering all competition combined, and increasing its share by 15% over last year.

Nickelodeon scored a 4.1 national kids 2-11 rating on Saturday mornings (8AM-1PM), besting ABC's 2.7; WB's 1.7; CBS' 1.3. (All aforementioned numbers are season-to-date through July 27.)

Rugrats is viewed by a total audience of 20 million each week, 11 million of which are kids 2-11.


New York, NY -- August 26, 1998 -- In its first week of new original episodes since January, Nickelodeon's perennial hit series Rugrats dominated its competition in national ratings, according to Nielsen. During the week of 8 / 16-8 / 22 (Sunday-Saturday), in which new episodes aired each night on Nickelodeon at 8 pm, Rugrats received an average 6.4 national rating among kids 2-11 (2,506,000 viewers).

During the week, Rugrats outdelivered all competition on broadcast and cable television between 8-8:30 pm among kids 2-11. Compared to the 6.7 national rating for Rugrats, Fox averaged a 2.1 rating / 855,000 viewers; ABC averaged a 2.0 rating / 847,000 viewers NBC averaged a 1.3 rating / 528,000 viewers; CBS averaged a 1.1 rating / 450,000 viewers; and WB averaged a 1.0 rating / 425,000 viewers.

Throughout the week, Rugrats handily won its time period every night, peaking with a 7.7 national rating on Tuesday, in which nearly three million kids (2,999,000) tuned in. During the week it outdelivered such series as Fox's King of the Hill (3.1), ABC's Sabrina, the Teenage Witch (3.9) and WB's 7th Heaven (2.1).


Record Setting Performances on Nickelodeon / Nick at Nite Drive Network To Total Day Cable Ratings Victory for Third Straight Year

New York, NY -- December 16, 1998 -- Fueled by its schedule of critically-acclaimed original productions for kids and beloved TV hits for adults programmed throughout the day, Nickelodeon / Nick at Nite will finish 1998 as the number one cable network in total day ratings, and is leading its closest competitor by 100 percent, according to Nielsen.

The victory marks the third consecutive year that Nickelodeon / Nick at Nite has topped all cable networks in total day ratings (Monday-Sunday, 6 am-6 am).

During the year, there were a number of notable programming highlights on Nickelodeon and Nick at Nite that generated the network's ratings victory, including:

Nick at Nite's Block Party Summer, which presented six episodes of one show each night throughout the summer, posted a 2.0 average household rating, making it the strongest Block Party Summer in Nick at Nite's history. (I included this info, as Rugrats was part of Block Party Summer in 1998. -- SM)

Nickelodeon's Rugrats Thanksgiving special, "The Turkey Who Came to Dinner", was the highest rated program in the history of the network. The special, which aired Tuesday, Nov. 10 (8-8:30 p.m. ET / PT), earned a 9.4 / 28 national rating share (3.7 million viewers) among kids 2-11.


Nickelodeon / Nick at Nite Outperformed Closest Competition  By 32% In First Quarter, 1999

Nickelodeon Doubles Ratings Of Closest Competitor  Among Kids

New York, NY - March 30, 1999 - Fueled by record-setting performances of Rugrats and Nick Jr.'s Franklin on Nickelodeon, Nickelodeon / Nick at Nite was the number one rated cable network on a total day basis (6 a.m.-6 a.m.) among households for the first quarter (December 28, 1998-March 28, 1999), averaging a 1.2 national rating (1.2 million homes) according to Nielsen.

On Saturday mornings (8 a.m.-1p.m.), Nickelodeon led all broadcast and cable competition among kids 2-11 with a 3.9 national rating and an 18 share. Nick topped its closest competition ABC (3.3 / 15) by 18% and FOX (3.1 / 14) by 26%. Fourth place WB earned a 2.5 / 11, Disney delivered a 1.7 / 8 and The Cartoon Network drew a 1.5 / 7.

In the hotly contested afternoon daypart (M-F, 3-5 p.m.) among Kids, 2-11, Nickelodeon was the No.1 cable network scoring a 2.7 / 17 national rating and share, averaging 1.1 million kid viewers. Nick out-rated its strongest broadcast competitors FOX Kids (2.1 / 12) by 29% and WB (1.0 / 6) by 170%. The Cartoon Network posted a 1.2 / 7 while Disney earned a 1.1 / 7.

Nickelodeon's success in the afternoon daypart can be attributed to "March Toon Mania" stunts which featured mini-marathons of Hey Arnold, Doug, Angry Beavers, Rocko's Modern Life and Brothers Flub / Tiny Toons.

Nickelodeon scored the highest rated single telecast in its history with the Rugrats season six (sic) premiere episode, featuring the first TV appearance of Baby Dil Pickles. The episode aired Monday, January 18 and earned a 13.8 / 35 national rating and share (5.5 million average viewers) among kids 2-11, and was viewed by one third of all kids in the television universe who were watching television at that time.


Rugrats is No. 1 Rated Kids Show on Saturday Morning and Weekdays "Rugrats," "Rocket Power," "SpongeBob" Overtake "Pokemon"

New York, NY -- May 25, 2000 -- Nickelodeon scored a clean sweep in all major dayparts over its broadcast and cable competition during the key May ratings period (4/27-5/24), finishing first among kids 2-11 in national ratings on Saturday morning, weekday afternoons and in primetime, according to Nielsen.

During the May sweeps, Nickelodeon's Saturday Nicktoons block (8 AM-12 PM) averaged a 4.3 / 20 national rating and share (1,706,000 viewers kids 2-11), +39% percent ahead of its closest competitor. Nickelodeon was followed by FOX (3.1 / 14 and 1,222,000 viewers); WB (3.0 / 14 and 1,191,000 viewers); ABC (2.6 / 13 and 1,032,000 viewers); Disney Channel (1.5 / 7 and 594,000 viewers); Cartoon Network (1.4 / 7 and 573,000 viewers); and Fox Family (.6 / 3 and 232,000 viewers). Nickelodeon's Nicktoons block has finished first on Saturday mornings for nine consecutive weeks.

Nickelodeon had the four highest rated programs on Saturday morning during the sweep, and seven of the top 10, led by Rugrats, Rocket Power and SpongeBob SquarePants. Nickelodeon defeated Pokemon head-to-head with Rugrats at 9 AM and SpongeBob at 10 AM.

On weekday afternoons (M-F, 3-5 PM), Nickelodeon finished first with an average 3.1 / 20 national rating / share (1,261,000 viewers kids 2-11), 48% ahead of its closest competitor. Nick was followed by FOX (2.1 / 12 and 821,000 viewers); WB (1.7 / 10 and 690,000 viewers), Cartoon Network (1.0 / 7 and 408,000 viewers); Disney Channel (.8 / 5 and 305,000 viewers) and Fox Family (.4 / 3 and 165,000 viewers). Note: Broadcast data for weekdays is available through May 21 and cable data, including Nickelodeon, is through May 23. Nickelodeon again held seven of the top 10 shows on weekdays, with Rugrats the top-rated kids program.

Following are the top-rated individual kids shows during the May sweeps on Saturday morning and weekday afternoons. All ratings are national kids 2-11.

Top Rated Kids Shows on Saturday Morning in May [Network - Program - Rating / Share (2-11) - Viewers]

Top Rated Kids Shows Weekdays (3-5 PM) [Network Program Rating / Share (2-11) Viewers]


Rugrats Beats Pokemon for 13th Consecutive Week

New York, NY -- July 20, 2000 -- Nickelodeon, the number one network for kids, continued to dominate Saturday mornings by outperforming the broadcast networks in head-to-head competition for the 17th consecutive week. According to Nielsen Media Research for Saturday, July 15, Nickelodeon scored a 4.5/21 national rating/share (1.8 million viewers) from 8 a.m.-12 p.m. (ET / PT) among kids 2-11-marking increases of 32% in rating, 17% in share and 32% in viewers, as compared to ratings of the same time period last year.

Additionally, Nickelodeon beat the closest competitor, the WB, by 67% in rating, 62% in share and 64% in viewers. The WB, whose line-up includes Pokemon and Batman Beyond, averaged a 2.7/13 rating/share (1.1 million viewers)-down 16% in rating, 24% in share and 13% in viewers from prior-year levels. Following was FOX (2.3/11 rating/share and 933,000 viewers); ABC (2.2/11 rating/share and 875,000 viewers); Cartoon Network (1.8/8 rating/share and 708,000 viewers); Disney Channel (1.5/7 rating/share and 583,000 viewers); and Fox Family Channel (0.6/3 rating/share and 234,000 viewers).

Also, Nickelodeon generated seven of the top-rated Saturday-morning programs, led by SpongeBob SquarePants, (10:30-11 a.m.) which garnered a 5.3 rating. Rugrats (9-9:30 a.m.), which has solidly outperformed the WB's Pokemon in head-to-head competition for the past 13 consecutive weeks, beat Pokemon on Saturday by 11%, garnering a 3.9 rating as compared to Pokemon's 3.5.

Nickelodeon Continues Lead as Highest-Rated Basic-Cable Network

NEW YORK, Aug 29, 2000 -- Bolstered by strong increases in its key afternoon dayparts, Nickelodeon continued its dominance as the highest-rated and most-watched network in total day among all basic cable for the week ending Aug. 27, 2000. Among kids 2-11, Nick was again the leader, garnering double-digit rating and household delivery increases from prior-year levels. The network also posted the top ten programs on basic cable among kids 2-11, with episodes of Rugrats holding the top four positions.

According to Nielsen Media Research, Nickelodeon posted a 1.6 coverage rating and delivered 1.2 million households, increases of 13% in rating and 17% in HH as compared to same time period last year. Among kids 2-11, Nick scored a 3.1 rating and delivered 923,000 kid 2-11 viewers, up 12% in rating and 14% in kid 2-11 viewers.

During Nick's 3-5 p.m. (ET / PT) weekday afternoon daypart, the network was up 14% in rating among kids 2-11, with the Monday, Aug. 21, weekday afternoon airings of Rugrats from 2-5 p.m. (ET / PT) scoring a 6.8 rating-a 22% increase over the prior year's time period average. In late afternoons for the week (M-F 5-8 p.m. [ET / PT]), Nick garnered a 25% ratings increase among kids 2-11, posting a 5.3 rating for the week and led by Rugrats at 7:30 p.m. (ET / PT), which scored a 6.6 among kids 2-11.

'Nick Jr. on CBS' Launches With Across-The-Board Gains

Nickelodeon Dominates Saturday Mornings for Twenty-Six Straight Weeks

'Nick Jr. on CBS' Lifts the CBS Television Network's Saturday-Morning Performance Across All Kid Demos, Ties ABC and Beats the WB in Kids 2-5 Target Demo

NEW YORK, Sept. 21, 2000 -- Nickelodeon advanced its lead position on Saturday mornings against all broadcast and cable network competition for the twenty-sixth consecutive week, posting double-digit increases in national rating, share and delivery across every kid demo on Saturday, Sept. 16, 2000. In addition, the Sept. 16 premiere of the "Nick Jr. on CBS" pre-school programming block on the CBS Television Network lifted that network's Saturday-morning ratings across all kids demos, including a 150% increase in rating among the block's target audience of kids 2-5. Among broadcast competition in the kids 2-5 demo, CBS tied ABC and outperformed The WB in both rating and share.

Nickelodeon Sept. 16 Performance:

According to Nielsen Media Research for Sept. 16 from 8 a.m.-12 p.m. (ET / PT), Nickelodeon posted a 5.0 national rating/22 share (2 million kid viewers) among kids 2-11-marking increases of 22% in rating and share and 23% in average kid viewers, as compared to year-ago like time period. Among kids 6-11, Nick scored a 5.2 rating/24 share (1.3 million kid viewers)--increases of 18% in rating, 20% in share and 19% in average kid viewers over last year. With kids 2-5, Nick averaged a 4.7 rating/19 share (723,000 kid viewers), up 34% in rating, 27% in share and 31% in average kid viewers over prior-year levels. In addition, Nickelodeon secured all top five kids programs on Saturday, led by the 9:30 a.m. (ET / PT) airing of Rugrats.

Nickelodeon Leads in November as Number-One Network Among All Basic Cable

NEW YORK, Nov. 29 2000  -- Nickelodeon dominated basic cable in November 2000 (10/30-11/26/00) as the highest-rated and most-watched network in total day, outperforming the number-two-ranked network, TBS Superstation, by 30% in rating and 28% in household delivery. On a 24-hour basis, Nickelodeon averaged a 1.5 rating and delivered 1.2 million HH, a performance consistent with prior-year levels. Nickelodeon also posted year-to-year gains in the key kids 2-11 demo in November, reigning as the number-one network for kids on a 24-hour basis (3.1/19926,000 kid viewers). During its "Kids Day" programming schedule among kids 2-11, Nickelodeon averaged a 4.6 rating and delivered 1.4 million kid viewers, improving its October 2000 performance by 15% in rating and 16% in kid delivery, as well as being consistent with prior-year levels.

Highlights of Nickelodeon's November 2000 performance include:

Nickelodeon Handily Sweeps November on Saturday Mornings; Success of 'Nick Jr. on CBS' Programming Block Extends Across Both Kids 2-11 and 2-5 Demos

NEW YORK, Dec. 1 2000 -- Nickelodeon has claimed the top spot among all broadcast and basic cable network competition on Saturday mornings (8 a.m.-12 p.m. ET / PT) during November sweeps (10/30-11/26/00), with "Rugrats" dominating as the highest-rated kids program during the period. Nickelodeon-which outperformed the nearest competitor, The WB, by 40% in national rating and secured four of the top five kids programs-scored a 4.9 national rating / 20 share (1.9 million kids viewers) among kids 2-11. Nick's strong performance during this sweeps period marks increases of 14% in rating, 11% in share and 13% in kid delivery over prior-year levels. Nickelodeon's strong performance handily outdistanced number-two-ranked The WB (3.5 national rating/14 share [1.4 million kid viewers]), which was down 19% in rating, 22% in share and 18% in average kid viewers from last year. Following was:

Additionally, the "Nick Jr. on CBS" programming block (Saturdays 7 a.m.-12 p.m. ET / PT) continued its unprecedented growth and dominance among the kids 2-5 demo while building steadily with kids 2-11. In its primary demo of kids 2-5, "Nick Jr. on CBS" was number one with a 3.3 national rating / 14 share (513,000 average kid viewers) during sweeps, up 267% in rating, 250% in share and 254% in kid delivery. Among kids 2-11, "Nick Jr. on CBS" scored a 2.0 national rating / 9 share (779,000 average kid viewers), improving upon last year's performance by 186% in rating, 200% in share and 173% in kid delivery.

Nickelodeon Finishes 2000 as Number-One Basic Cable Network For Kids and Adults, Caps Year with Its Highest Audience Levels Ever

NEW YORK, Dec. 13 2000 -- During a year of growth, successful series launches and unprecedented broadcast and cable competition, Nickelodeon achieved its largest average audience levels ever in 2000, finishing fourth quarter and the year as the number-one basic cable network among kids and adults alike in total day (1.5 rating / 1.2 million HH year to date through Dec. 10). Nickelodeon's strong performance was marked by rating and HH delivery gains in both its "Kids Day" daypart and total day, where the network has reigned at number one for more than five years (21 consecutive quarters upon completion of 4Q 2000). During Nick's Kids Day, when Nickelodeon exclusively offers its premier kids programming, the network was number one among all kid demos in everydaypart, including early mornings, Nick Jr., early and late afternoons, weekends, Saturday mornings and SNICK (Saturday Night Nickelodeon). Nickelodeon strengthened its lead position as number one on Saturday mornings against all broadcast and cable competition and further demonstrated the power and popularity of its programming through the success of "Nick Jr. on CBS." With the launch of the Nick Jr. block on CBS, Nickelodeon properties now account for nearly a third of all kid viewing on Saturday mornings. Nickelodeon's success in 2000 also was driven by new series launches, including shows such as the highly rated "The Brothers Garcia," "Dora the Explorer" and "Pelswick". Additional highlights from the year include the continued growth of signature programs such as "Rugrats" ;the network registering its most-watched quarter ever (3Q 2000); and continued success with the tween audience.

Overall 2000 Performance Highlights:

Saturday-Morning Performance:

"Nick Jr. on CBS":

2000 Programming Achievements:

Third Quarter 2000:


Ratings Source: Nickelodeon Research from Nielsen Media Research Data, 12/27/1999-12/10/00

Nickelodeon Leads as Number-One Network Among All Basic Cable

Launches of New Shows and Introduction of New 'Rugrats' Characters Power Network's Dominance of Key Kids 2-11 Demo

NEW YORK, Jan. 30, 2001 /PRNewswire/ -- Nickelodeon took the top spot among all basic cable as the highest-rated and most-watched network in total day for January 2001 (1/1-1/28/01) with a 1.5 rating / 1.2 million households, marking a 3% HH delivery increase over like time period last year. Among its primary demo of kids 2-11, Nickelodeon also was number one in total day, scoring a 3.1 rating / 21 share (934,000 kid viewers) -- up 7% in both rating and share and up 12% in kid delivery year to year. Also, among kids 2-11 during the network's "Kids Day" schedule, Nickelodeon averaged a 4.5 / 24 (1.4 million kid viewers), up 5% in rating, 6% in share and 10% in kid delivery as compared to prior-year levels.

Nickelodeon's January 2001 performance was bolstered by high-rated key programming events, including:

* The Sunday, Jan. 14, premiere of Taina (7 p.m. ET / PT), which scored a 5.5 rating/18 share (1.7 million kid viewers) among kids 2-11 -- representing triple-digit increases of 169% in rating, 173% in share and 181% in kid viewers as compared to prior-year levels. Among tweens (kids 9-14), the Taina premiere garnered a 5.7 rating/17 share (1.1 million tween viewers), marking triple-digit increases of 136% in rating, 134% in share and 158% in tween viewers, as compared to last year.

* The Monday, Jan. 15, premiere of Nick Jr.'s newest pre-school property, Bob the Builder (10 a.m. ET / PT), which scored a 12.2 / 38 (1.4 million kid viewers) among its target kids 2-5 demo-up 15% in rating and 19% in kid viewers.

* The Monday, Jan 15, launch of the new season of Rugrats (8 p.m. ET / PT), featuring the debut of two new characters -- Kimi and Kira. The program posted a 12.2 / 36 (3.7 million kid viewers) among kids 2-11, marking year-to-year increases of 73% in rating, 61% in share and 81% in kid viewers.


Nick Completes 24 Consecutive Quarters at Number One in Total Day with Households and Kids

Nick's Total-Day Tally in 3Q 2001 Yields Its Largest Kids' Audience Ever; Finishes September at Number One

SpongeBob SquarePants Closes Quarter as Broadcast and Cable TV's Number-One Prime-Time Show for Kids

New York, NY - Oct. 2, 2001 - Nickelodeon has finished Third Quarter 2001 as the number-one basic-cable network in total day among households and kids 2-11, extending its position at the top spot to six years (24 consecutive quarters). According to Nielsen Media Research for 3Q 2001 (7/2-9/30/01), Nickelodeon averaged a 1.4/1.2 million HH on a 24-hour basis, 13% ahead of number-two-ranked Lifetime Television (1.3/1.0 million HH) and 19% ahead of third-ranked Cartoon Network (1.2/905,000 HH). In prime time for the quarter, Nickelodeon averaged a 1.7/1.4 million HH, on par with prior-year levels.

Among kids 2-11 in total day, Nickelodeon achieved its highest kid-audience levels ever, averaging a 3.0 rating/21 share and delivering a record-breaking 927,000 average kid viewers (as compared to 907,000 average kid viewers posted in 3Q 2000). With kids 6-11, Nickelodeon averaged a 3.1 rating/22 share (582,000 average kid viewers), up 4% in rating and 9% in delivery over last year.

For the month of September 2001, Nickelodeon finished first in total day among basic-cable networks, posting a 1.3/1.1 millionHH. Nick also was first with kids 2-11 in total day for the month, averaging a 2.6/20 share and delivering 823,000 average kid viewers. In prime time, the network averaged a 1.6/1.3 million HH, on par with last year's levels.

SpongeBob SquarePants (M-F, 8 p.m. ET / PT) has surfaced as broadcast and cable television's number-one show with kids 2-11, averaging a 4.6/19 national rating and share for the quarter and delivering 1.8 million kids (6.0 / 23 coverage rating and share). SpongeBob improved last year's time period average among kids 2-11 by 16% in national rating, 11% in coverage-area rating and by 14% in kid delivery.

Rugrats' 10th anniversary special (July 21, 8-9 p.m, ET / PT) averaged a 20.4 rating / 70 share (6.2 million average kid viewers), making it Nickelodeon's highest-rated program ever among kids 2-11; "All Growed Up" also was Nickelodeon's highest-rated program ever on a HH basis, posting a 7.2 rating / 15 share and delivering 5.9 million HH.


New Saturday Night Programming on SNICK and Rocket Power TV Movie Propel Network To Number One in Total Day for the Month

New York, NY, Feb. 26, 2002 - Propelled by drawing its biggest kids' and total viewers' audiences ever during its Kids' Day schedule, Nickelodeon finished February 2002 as the number-one basic-cable network on a 24-hour basis among overall households (1.5 / 1.2 million HH), up +5% in rating over last year and +15% ahead of the number-two-ranked Lifetime Television (1.3 / 1.1 million HH—up 5%), according to Nielsen Media Research for 1/28-2/24/02. Also, in prime time (8-11 p.m. ET / PT) among households, Nickelodeon / Nick at Nite scored a 1.6 / 1.4 million HH, up 7% over last year.

With kids 2-11 during its Kids' Day schedule, when Nick offers its premier kids' programming, the network amassed its biggest kids' audience ever, posting a 4.5 / 24 rating and share and delivering 1.5 million average kid viewers -- up +3% in rating and +10% in kid delivery over last year.

Among total viewers in the Kids' Day, Nickelodeon attracted 2.2 million persons 2+, an increase of +11% compared to prior-year levels.

Highlights of Nickelodeon's February 2002 performance include:

Rocket Power scored gold-medal ratings on Feb. 16 for its first-ever television movie, Race Across New Zealand (8-9:30 p.m., all times ET / PT), which ranked as the network's highest-rated special across all kid demos since Rugrats' All Growed Up (July 21, 2001). The Rocket Power TV movie also was the number-one kids' show on basic cable for the week of Feb. 11; among overall households that week, it was basic cable's number-four program. Race Across New Zealand scored a 9.6 / 25 rating and share (3.1 million average kid viewers) with kids 2-11, up +86% over last year's time period. On an overall HH basis, Race Across New Zealand averaged a 2.4 rating and delivered 2 million households, up +49% over last year's like time-period average.

The brand-new SNICK ( 8-10 p.m. ET / PT) schedule posted a +19% lift in rating among its target kids 2-11 audience, as well as growing +11% with kids 6-11 and +34% with tweens, as compared to last year. Tuning in to the schedule of the new All That (8 p.m.), The Amanda Show (8:30 p.m.), Taina (9 p.m.) and The Nick Cannon Show (9:30 p.m.), kids 2-11 averaged a 5.7 / 20 rating and share (1.8 million average kid viewers). With kids 6-11, SNICK averaged a 6.6 / 21 rating and share (1.3 million average kid viewers), while tweens posted a 5.6 / 16 rating and share (1.1 million tween viewers).


On The Other Hand...

While Nick is claiming victory on Saturday morning and weekdays, Fox says differently. They says that they're number one, not Nick. For details, read this Fox press release (from Zap2It):
Saturday, May 27, 2000, Fox Kids Network (Fox Kids) posted a 4.2 rating / 21 share with Kids 6-11 and a 3.6 rating / 18 share with Kids 2-11, besting Kids WB for the third consecutive week with Kids 6-11 and Kids 2-11. Fox Kids is up week-to-week in rating with both Kids 6-11 and Kids 2-11, while Kids WB and NICK are down in both demographics.

"Digimon: Digital Monsters" (9:30 AM / ET) special ranked No. 1 in its time period among broadcast competition with Kids 6-11 (5.7 rating / 25 share) besting both Kids WB's "Max Steel" by 171 percent (5.7 vs. 2.1) and ABC's "One Saturday Morning-3" (the 3rd half hour of One Saturday Morning -- SM) by 128 percent (5.7 vs. 2.5).

The series also ranked No. 1 in its time period among broadcast competition with Kids 2-11 (4.6 rating / 19 share) outperforming Kids WB's "Max Steel" by 130 percent (4.6 vs. 2.0) and ABC's "One Saturday Morning-3" by 100 percent (4.6 vs. 2.3). "Digimon: Digital Monsters" outperformed Nickelodeon's "Rugrats" by 19 percent with Kids 6-11 (5.7 vs. 4.8).

"Digimon: Digital Monsters" (10:00 AM / ET) special ranked No. 1 in its time period among all competition with Kids 6-11 (5.1 rating / 23 share), and ranked No. 1 among broadcast competition with Kids 2-11 (4.3 rating / 18 share), besting Kids WB's "Pokemon" by 34 percent with Kids 6-11 (5.1 vs. 3.8) and 26 percent with Kids 2-11 (4.3 vs. 3.4). The series also outperformed Nickelodeon's "Spongebob" by 24 percent with Kids 6-11 (5.1 vs. 4.1). "Digimon: Digital Monsters" outperformed ABC's "One Saturday Morning-4" by 96 percent with Kids 6-11 (5.1 vs. 2.6) and 79 percent with Kids 2-11 (4.3 vs. 2.4).

"Power Rangers Lightspeed Rescue" (8:00 AM / ET) season finale ranked No. 1 in its time period among broadcast competition with both Kids 6-11 (2.5 rating / 19 share) and Kids 2-11 (2.2 rating / 18 share) besting Kids WB's "Batman Beyond" by 150 percent with Kids 6-11 (2.5 vs. 1.0) and 175 percent with Kids 2-11 (2.2 vs. 0.8).


How Dil Once Bodyslammed The Wrestlers

Monday, 1/18/1999, was VW day -- Victory over Wrestling Day. On this day, Dil makes his TV debut on Rugrats, which helped Rugrats move to the #1 spot in the Nielsens. On this day, the 8PM ET, 7:30PM ET & 7PM ET episodes take the #'s 1, 2 & 3 spots, respectively. The 8PM episode was seen by 4.77 million viewers. In the top 15 shows for that week, 8 of them Rugrats -- all of them Dil's debut and the marathon that preceeded it.


The Ratings Charts

For a look at the latest cable ratings, plus some numbers from years past, click here.



(provided by Nielsen)

"There are an estimated 97 million television households in the US. A single ratings point represents 1%, or 970,000 households. For inclusion in the rankings, telecasts must be promoted as distinct programs and must be of 5 minutes minimum duration. This report includes only those cable networks who supply program names to the industry. Any network that does not supply program names is not included in this report."

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