THE HUB TV NETWORK PREMIERES TO STRONG AUDIENCE GROWTH
New Children's and Family Network Posts Significant Gains Versus Previous Discovery Kids Network
The Hub, a new television network for children and their families that launched Sunday, 10-10-10, garnered significant ratings gains in virtually all dayparts and target demographics over the performance of Discovery Kids Network, the network it replaced, according to Nielsen Media Research. The ratings performance reflected The Hub's Sunday, October 10, "Sneak Peek Sunday" lineup performance versus the performance of Discovery Kids on Sunday, October 3.
· The Hub built every half hour in delivery (000) in virtually every demo: (HH, K2-11, K6-11, A18-49 and P2+).
· The Hub tallied at least triple-digit percent delivery gains in total day in HH and all Hub key target demos: HH (+521%, 87,000), P2+ (+650%, 135,000), K2-11 (+620%, 72,000), K6-11 (+643%, 52,000), A18-49 (+950%, 42,000) and W18-49 (+1100%, 24,000).
· The Hub tallied at least triple-digit percent delivery gains in Hub Primetime (7P-11P) in HH and all key Hub target demos: (+979%, 151,000), P2+ (+1347%, 217,000), K2-11 (+1300%, 112,000), K6-11 (+2100%, 88,000), A18-49 (+5900%, 60,000) and W18-49 (+3300%, 34,000).
· The Hub beat Teen Nick head-to-head in total day delivery among all Hub key target demos: P2+ (135,000 vs. 105,000), K2-11 (72,000 vs. 38,000), K6-11 (52,000 vs. 36,000), A18-49 (42,000 vs. 28,000) and W18-49 (24,000 vs. 15,000).
· On Sunday (10/10/10), The Hub was the top co-viewed network among all children-targeted cable networks in K2-11 and A18-49. Thirty six percent (36%) of K2-11 watched with an adult 18-49, out-performing all children-targeted networks, including Nickelodeon (20%), Disney Channel (18%) and Cartoon Network (18%). In addition, 57% of A18-49 watched The Hub with a child aged 2-11, significantly beating all kid cablers, including Nickelodeon (35%), Disney Channel (40%) and Cartoon Network (28%).
Individual Programming Highlights:
· Family Game Night (7P-8P) earned the highest week-on-week delivery increase among W18-49, among all programs on The Hub: (+5200%, 53,000).
· Family Game Night (7P-8P) was the day's top telecast on The Hub among total viewers and all Hub key target demos: K2-11 (0.64/145,000), K6-11 (0.83/116,000), W18-49 (0.15/53,000), A18-49 (0.12/85,000) and P2+ (0.17/267,000).
· Among kids 2-11, Family Game Night out-performed Disney XD (0.64 vs. 0.52), NickToons (0.64 vs. 0.45) and TeenNick (0.64 vs. 0.09) head-to-head in the 7P-8P time period.
· In kids 6-11, Family Game Night beat all of the following kid networks head-to-head in the time period: Disney XD (0.83 vs. 0.62), NickToons (0.83 vs. 0.53), TeenNick (0.83 vs. 0.13) and Nick Jr. (0.83 vs. 0.71).
Source: Nielsen Media Research; program based dayparts; most current; 10/10/10 vs 10/3/10, 10/10/10 to 3AM for total day; all ratings represent coverage ratings; co-viewing in NPower, L+SD
The Hub, a multi-platform joint venture between Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) and Hasbro, Inc. (NYSE: HAS), will entertain, enlighten, empower and educate children and their families. The cable and satellite television network will feature original programming as well as content from Discovery's library of award-winning children's educational programming; from Hasbro's rich portfolio of entertainment and educational properties built during the past 90 years; and from leading third-party producers worldwide. The Hub lineup will include animated and live-action series, specials and game shows, and the network will extend its content through a robust and engaging online presence. The Hub launched October 10, 2010, reaching approximately 60 million U.S. households on what was Discovery Kids Channel. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.