TBS, Inc. to Separate Nielsen Reporting for Cartoon Network and Adult Swim
Separate Nielsen Media Research Listings to Launch March 28
Recognizing two distinct audiences for its diverse animated entertainment offerings, Turner Broadcasting System, Inc. (TBS, Inc.) has asked Nielsen Media Research to separate all ratings information for its popular late-night franchise Adult Swim from Cartoon Network�s overall reports, it was announced today by Mark Lazarus, president, Turner Entertainment Group. As of March 28, Adult Swim (to run Monday-Thursday, Saturday & Sunday, 11 p.m.-6 a.m.) will be listed as an individual ad-supported basic cable television network alongside Cartoon Network, each receiving separate, official Nielsen ratings and delivery performance reports covering key audience demographics. Both services will continue to be programmed and marketed independently to appeal to their primary target viewers�Cartoon Network to kids 6-11, 2-11 and tweens 9-14; Adult Swim to young adults 18-34 and 18-24.
�I think it�s fair to say that Adult Swim has been one of television�s most significant success stories over the past several years,� said Lazarus. �What started as a three-hour, two-nights-per-week experiment in September 2001 has turned into nothing less than a cultural phenomenon six nights per week among a tough-to-reach young adult audience. But not all advertisers are fully aware of Adult Swim�s individual growth and impact while diluted among Cartoon Network�s overall total day performance. This transition to separate Nielsen measurement will spotlight Adult Swim�s remarkable achievements and opportunities for all current and potential business partners. Equally important, it also strengthens Cartoon Network�s position as a leading television supplier and marketer of kids programming and branded online and off-channel entertainment during daytime and prime time hours.�
Adult Swim will immediately occupy a place among television�s elite networks in delivering targeted young demographics. Based on its total day 2004-05 season performance through January, Adult Swim would rank #1 among adults 18-34, viewers 12-34, viewers 12-24, males 12-34 and males 12-24. Adult Swim would also rank #2 in basic cable among men 18-34, trailing only ESPN. Additionally, with Adult Swim no longer contributing to the overall network average, Cartoon Network�s kids total day delivery of kids 6-11 would increase by 19 percent, kids 2-11 by 18 percent and tweens 9-14 by 9 percent. This places Cartoon Network more firmly ahead of The Disney Channel in kids and #2 behind Nickelodeon in delivery of tweens 9-14. Cartoon Network would also rank #3 among all basic cable networks in delivery of viewers ages 2+.
�As these more clearly defined ratings prove, 2004 stands as a watershed year for both Adult Swim and Cartoon Network,� said Jack Wakshlag, chief research officer for TBS, Inc. �Both achieved best-ever annual results in their respective histories. But blending Adult Swim�s deliveries with those of Cartoon Network created an audience profile that matched neither Cartoon Network nor Adult Swim. By creating two separate entities, each service can preserve its unique brand essence and make it easier for advertisers to plan and buy these networks, particularly in a one television world where Adult Swim often out-delivers its broadcast competition.�
In 2004, Adult Swim ranked #1 across the board in delivery of young adult demos vs. every ad-supported basic cable network. The franchise also regularly out-delivered many broadcast late-night talk shows including The Tonight Show with Jay Leno, Late Show with David Letterman, Jimmy Kimmel Live and Late Night with Conan O�Brien in teens and many young adult demos.
Adult Swim is Turner Broadcasting�s highly successful block of animated programming aimed at young adults. It airs six nights a week (Saturday-Thursday), from 11 p.m.-2 a.m. (ET, PT) with a replay from 2-5 a.m. (ET, PT). Programming includes a mix of quirky original series, popular comedy acquisitions and action/anim� series.
Cartoon Network, currently seen in 87.3 million U.S. homes and 160 countries around the world, is Turner Broadcasting System, Inc.�s 24-hour, ad-supported cable service offering the best in animated entertainment. Drawing from the world�s largest cartoon library, Cartoon Network showcases unique original ventures such as Foster�s Home for Imaginary Friends, Codename: Kids Next Door, Teen Titans, The Grim Adventures of Billy & Mandy, The Powerpuff Girls, Samurai Jack, Ed, Edd n Eddy and other Cartoon Cartoons. Cartoon Network also features Adult Swim, its signature late- night block of animation for grown-ups. Since its launch in 1992, Cartoon Network has remained one of ad-supported cable�s highest-rated networks. Cartoon Network�s Web site is located at www.CartoonNetwork.com.
Turner Broadcasting System, Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.