[05/29/03 - 12:00 AM]
'Family Guy' Does It Again as 'Adult Swim' Beats the Broadcast Talk Shows
By Brian Ford Sullivan (TFC)

CHICAGO (thefutoncritic.com) - Just one month after setting a record in adults 18-34 for cable's Cartoon Network, "Family Guy" did it again last week, beating its previous record by 16,000 viewers. The May 22 broadcast of the former FOX animated comedy managed a 1.4 rating and 900,000 viewers in the demographic, up 250% and 291% respectively vs. the same time period last year.

That stellar performance has helped the network's "Adult Swim" lineup hit triple digit gains in adults 18-49 (0.7 rating, up 133% and 423,000 viewers, up 138%) since bowing as a Sunday-Thursday strip on January 12. All the key demographics also experienced massive gains: adults 18-24 (0.9 rating, up 125% and 243,000 viewers, up 176%), men 18-34 (1.0 rating, up 233% and 306,000 viewers, up 229%) and men 18-24 (1.4 rating, up 180% and 182,000 viewers, up 219%).

Most shocking however is that as a whole "Adult Swim" has beaten every one of the late-night broadcast network talk shows in delivery of men 18-24 and other key demographics in the past month. Here's some highlights taken from the week of April 28 - May 1:

-- Vs. CBS' "The Late Show with David Letterman" (11:30 p.m.-12:30 a.m.) "Adult Swim" beat "Letterman" in adults 18-24 by 72% (321,000 vs. 187,000), men 18-24 by 198% (253,000 vs. 85,000) and men 18-34 by 73% (412,000 vs. 238,000).

-- Vs. CBS' "The Late Late Show with Craig Kilborn" (12:30-1:30 a.m.) "Adult Swim" beat "Kilborn" in adults 18-24 by 74% (214,000 vs. 123,000), men 18-24 by 325% (170,000 vs. 40,000) and men 18-34 by 80% (237,000 vs. 132,000).

-- Vs. ABC�s "Jimmy Kimmel Live" (12-1 a.m.) "Adult Swim" beat "Kimmel" in adults 18-24 by 63% (268,000 vs. 164,000), men 18-24 by 114% (216,000 vs. 101,000) and men 18-34 by 23% (312,000 vs. 254,000).

-- Vs. NBC�s "The Tonight Show with Jay Leno" (11:30 p.m.-12:30 a.m.) "Adult Swim" beat "Leno" in men 18-24 by 58% (253,000 vs. 160,000).

-- Vs. NBC�s "Late Night with Conan O�Brien" (12:30-1:30 a.m.) "Adult Swim" beat "O'Brien" in men 18-24 by 7% (170,000 vs. 159,000).

-- Vs. NBC�s "Last Call with Carson Daly" (1:30-2 a.m.) "Adult Swim" beat "Daly" in men 18-24 by 4% (81,000 vs. 78,000).

-- On its own "Family Guy" topped "Leno" and "Letterman" in adults 18-24 by 11% (384,000 vs. 347,000) and 127% (384,000 vs. 169,000) respectively, not to mention men 18-24 by 104% (287,000 vs. 141,000) and 259% (287,000 vs. 80,000).

And just when you think things can't get any better for "Family Guy," 20th Century Fox Home Video is reporting the series' recent release of DVD has sold over 400,000 copies. While nowhere near the 1 million plus series like "The Simpsons" and "Sex and the City" have sold, it's still an amazing feat for a program that only produced 50 episodes.

  [may 2003]  


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