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[02/23/11 - 11:27 AM]
The Hub Continues Growth With Significant Gains in "Transformers Prime" Post-Premiere and Other Original Programming
The Hub spins the numbers for the week of February 14-20.

[via press release from The Hub]

The Hub Continues Growth With Significant Gains in "Transformers Prime" Post-Premiere and Other Original Programming

Strong Performers Include: "Transformers Prime," "R.L. Stine's The Haunting Hour: The Series," "G.I. Joe Renegades," "Dan. Vs."

The Hub Remains Top Co-Viewed Kids Cable Network Among Kids 2-11 and Adults 18-49

(Los Angeles, Ca.) Viewers continued their love affair with "Transformers Prime" the week after a stellar performance with its premier on The Hub, a television network for kids and their families. The strong performance of the CGI-animated series from Hasbro Studios, and solid performances from other key original series the week of February 14-20, paced the network to strong week-to-week gains in key demographics. The Hub is a joint venture between Discovery Communications and Hasbro, Inc.

For the follow-up episode (Friday, 6:30 p.m. ET) to the February 11 premiere of "Transformers Prime," the series delivered week-to-week increases among Kids 2-11 (+26%), Boys 2-11 (+23%), Kids 6-11 (+14% ), Boys 6-11 (+29%), Men 18-49 (+33%) and Persons 2+ (+15%).

In addition, Friday's 6 p.m. (ET) companion presentation of "G.I. Joe Renegades" delivered week-to-week delivery increases in key demos, including Households (+34%), Kids 2-11 (+64%), Boys 2-11 (+56%), Kids 6-11 (+31%), Boys 6-11 (+53%), Adults 18-49 (+12%), Men 18-49 (+17%), and Persons 2+ (+39%).

Other original programs with significant increases included "R.L. Stine's The Haunting Hour: The Series" and "Dan Vs."

For the week, in Total Day, The Hub garnered week-to-week delivery increases in key demos, including Kids 2-11 (+19%), Kids 6-11 (+17%). In Prime Time (Mon-Sun 8-11 p.m. ET), The Hub garnered week-to-week delivery increases with key kid demos, including Kids 2-11 (gains of +52%) and Kids 6-11 (+33%).

Highlights include:

Daypart Performance:

In Total Day, The Hub garnered week-to-week delivery increases with several key demos, including Kids 2-11 (+19%, 25,000), Kids 6-11 (+17%, 14,000) and Persons 2+ (+2%, 65,000).

In Prime (Mon-Sun, 8-11 p.m. ET), The Hub garnered week-to-week delivery increases with key kid demos, including Kids 2-11 (+52%, 32,000) and Kids 6-11 (+33%, 20,000).

Co-Viewing and Reach:

For the week, The Hub was again the top co-viewed networks among all kid cable networks in Kids 2-11 and Adults 18-49. Thirty three percent (33%) of Kids 2-11 watched with an Adult 18-49, out-performing Nickelodeon (25%), Disney Channel (21%) and Cartoon Network (21%).

Programming Highlights:

The follow-up episode (Friday, 6:30 p.m. ET) to the series premiere of "Transformers Prime" produced week-to-week delivery increases with several key demos, including Kids 2-11 (+26%, 183,000), Boys 2-11 (+23%, 129,000), Kids 6-11 (+14%, 92,000), Boys 6-11 (+29%, 88,000), Adults 18-49 (+8%, 91,000), Men 18-49 (+33%, 57,000), Persons 2+ (+15%, 337,000), and Households (+7%, 184,000).

Friday's (6 p.m. ET) episode of the original series "G.I. Joe Renegades" delivered week-to-week increases with several key demos, including Households (+34%, 99,000), Kids 2-11 (+64%, 92,000), Boys 2-11 (+56%, 61,000), Kids 6-11 (+31%, 47,000), Boys 6-11 (+53%, 46,000), Adults 18-49 (+12%, 56,000), Men 18-49 (+17%, 27,000), and Persons 2+ (+39%, 178,000).

Saturday's (8:30 p.m. ET) presentation of the original series "R.L. Stine's The Haunting Hour: The Series" delivered a week-to-week delivery increase with Households (+12% 92,000).

Saturday's (8 p.m. ET) presentation of the original series "Dan Vs." delivered week-to-week increases with key demos, including Households (+37%, 93,000), Adults 18-49 (+76%, 37,000) and Persons 2+ (+5%, 125,000).

(Source: Nielsen; program based dayparts; most current; 2/14/11-2/20/11 vs 2/7/11-2/13/11, growth by (000), co-viewing in NPower, L+7)

About The Hub

THE HUB, is a multi-platform joint venture between Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) and Hasbro, Inc., ( NASDAQ: HAS ) with a goal of entertaining, enlightening, empowering and educating children and their families. The cable and satellite television network features 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 includes animated and live-action series, specials and game shows, and the network extends its content through a robust and engaging online presence, www.hubworld.com. The Hub rebranded from Discovery Kids on October 10, 2010, and reaches approximately 60 million U.S. households. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.





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