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[03/01/11 - 01:56 PM]
Disney XD Delivers its Best February Ever in Total Day and Prime
Disney XD spins the numbers for the month of February.

[via press release from Disney XD]

Ratings Highlights for February 2011 -- Final National Ratings

Disney XD Delivers its Best February Ever in Total Day and Prime

Disney XD Holds the Longest Growth Streak of Any Kid Cable Network -- Posts 26th Consecutive Month of Year-to-Year Gains in Total Day and 24th Straight Month of Year-to-Year Increases in Prime in Boys 6-14 and Boys 6-11

More Than Doubles Nicktoons in Total Day in Key Demos

February 2011

Driven by key series "Pair of Kings" and "Phineas and Ferb," February 2011 ranked as Disney XD's most-watched February in the network's history in Total Day in Total Viewers (282,000), Kids 6-14 (148,000), Boys 6-14 (95,000), Kids 6-11 (119,000), Boys 6-11 (76,000), Tweens 9-14 (93,000) and Boys 9-14 (61,000).

Impressively, Disney XD has increased its Total Day audience year to year for 26 consecutive months among Boys 6-14 and Boys 6-11 - currently the longest streak of its kind among kid networks.

· Disney XD held significant double-digit percent advantages over Nicktoons in Total Day among Kids 6-14 (63% - 148,000 vs. 91,000), Boys 6-14 (46% - 95,000 vs. 65,000), Kids 6-11 (72% - 119,000 vs. 69,000), Boys 6-11 (52% - 76,000 vs. 50,000), Tweens 9-14 (72% - 93,000 vs. 54,000) and Boys 9-14 (65% - 61,000 vs. 37,000).

· Year to year, Disney XD posted double-digit percent increases across all key demos: Kids 6-14 (+21% - 148,000 vs. 122,000), Boys 6-14 (+20% - 95,000 vs. 79,000), Kids 6-11 (+20% - 119,000 vs. 99,000), Boys 6-11 (+21% - 76,000 vs. 63,000), Tweens 9-14 (+31% - 93,000 vs. 71,000) and Boys 9-14 (+27% - 61,000 vs. 48,000).

Prime

Disney XD posted all-time February highs in Prime across all kid demos: Kids 6-14 (179,000), Boys 6-14 (120,000), Kids 6-11 (144,000), Boys 6-11 (97,000), Tweens 9-14 (114,000) and Boys 9-14 (76,000), posting across-the-board double-digit percent gains in kid demos.

Disney XD continues to hold the longest growth streak of any kid-targeting cable network, growing its monthly audience year-to-year for the 26th consecutive month among Kids 6-11, and 24th straight month among Boys 6-14 and Boys 6-11, including by hefty double-digit percentages in 6 of the past 7 months.

· Disney XD also dominated Nicktoons in Prime, surpassing the key competitor across all key demos, including by 19% among Kids 6-14 (179,000 vs. 150,000), by 21% among Kids 6-11 (144,000 vs. 119,000), by 41% among Tweens 9-14 (114,000 vs. 81,000) and by 23% among Boys 9-14 (76,000 vs. 62,000).

· Year to year, Disney XD posted double-digit percent increases across all key demos: Kids 6-14 (+13% - 179,000 vs. 159,000), Boys 6-14 (+18% - 120,000 vs. 102,000), Kids 6-11 (+17% - 144,000 vs. 123,000), Boys 6-11 (+29% - 97,000 vs. 75,000), Tweens 9-14 (+16% - 114,000 vs. 98,000) and Boys 9-14 (+17% - 76,000 vs. 65,000).

Programming Highlights

· In its primary Monday 8 o'clock time period, "Pair of Kings" more than quadrupled Nicktoons in the half hour in Tweens 9-14 (329% - 206,000 vs. 48,000), more than tripled it in Kids 6-14 (214% - 320,000 vs. 102,000) and Kids 6-11 (242% - 253,000 vs. 74,000), and more than doubled it in Boys 6-14 (123% - 176,000 vs. 79,000), Boys 6-11 (137% - 135,000 vs. 57,000) and Boys 9-14 (192% - 105,000 vs. 36,000).

Disney XD is a basic cable channel and multi-platform brand showcasing a compelling mix of live-action and animated programming for Kids age 6-14, hyper-targeting boys and their quest for discovery, accomplishment, sports, adventure and humor. Disney XD branded content spans television, online, mobile and VOD platforms. The programming includes series, movies and short-form, as well as sports-themed programming developed with ESPN. In the U.S., Disney XD is seen on a 24-hour, advertiser supported network that reaches over 78 million households via its basic cable and satellite affiliates. Disney XD channels are in the UK, France, Spain, Denmark, Sweden, Norway, Poland, Greece, Turkey, Latin America, Japan, Germany, Austria, Switzerland and The Netherlands.

Source: NMR, final national U.S. ratings, most current, unless otherwise noted. February 2011: 1/31/10-2/27/11, most current; February 2010: 2/1/10-2/28/10, L7. Prime: M-Su., 8-11:00 p.m.; Total Day, M-Su, 6 a.m. - 6 a.m.).





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