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PR: Nickelodeon Lands 54 Straight Quarters as Top Total Day Network for Kids

Nickelodeon IS Top Basic Cable Network in 3q,
Scores 54 Straight Quarters at Number One

Nickelodeon’s Kids and Family Portfolio Posts Solid Gains for the Quarter

NEW YORK-Oct. 1, 2008-Nickelodeon’s 3Q 2008 performance marks its 54th consecutive quarter as basic cable’s top total day network for kids and total viewers –the longest run of its kind. Nick topped with kids 2-11, averaging a 3.5/1.2 million K2-11, and with total viewers, averaging 2.2 million P2+. For the quarter, Nickelodeon owned a dominant 43% of all K2-11 share of viewing among the three major kids nets in total day.

Across the entire Nickelodeon Kids and Family Group portfolio, the Group’s television properties (Nickelodeon, NOGGIN, The N, Nicktoons Network, and Nick at Nite) reached an average of 25.4 million K2-11 each week in third quarter, more than any other kids’ brand. Additionally, Nickelodeon’s Kids and Family TV networks–NOGGIN, The N, Nicktoons Network, and Nick at Nite–all delivered double-digit year-over-year growth.

Nickelodeon’s 3Q highlights include:

Nick is number one with K2-11, earning a 3.5/1.2 million–a +35% lead over the next closest kids’ competitor (The Disney Channel, 2.6/868,000 K2-11, down -19% from last year) and +84% ahead of Cartoon Network (1.9/668,000 K2-11, flat versus year ago).

Nick is tops with total viewers, tallying 2.2 million P2+ this quarter, up +3% from last year. Nick was +38% ahead of the number-two total day network, The Disney Channel, which fell -18% from year ago.

Nick is number one with K6-11, averaging a 3.2/681,000 K6-11, +7% ahead of the number-two kids’ net (The Disney Channel: 3.0/631,000, down -19%); and +52% ahead of Cartoon Network (2.1/441,000, flat).

Nick is the number-one destination for preschoolers on commercial TV. Nick averaged 3.8/506,000 K2-5 this quarter in total day, +111% ahead of The Disney Channel (1.8/237,000, down -22%) and +124% ahead of Cartoon Network (1.7/227,000, up +13%).

SpongeBob SquarePants is the number-one show with kids 2-11 for the quarter.

Nickelodeon owns the top five animated shows for kids 2-11 in 3Q08, including: SpongeBob SquarePants (#1); The Mighty B (#2); Back at the Barnyard (#3); Avatar: The Last Airbender (#4); and The Fairly OddParents (#5).

Nick has the top five preschool series for kids 2-5, including: Dora the Explorer (#1); Max and Ruby (#2); The Backyardigans (#3); Go, Diego, Go! (#4); and Ni Hao Kai-Lan (#5).

Nickelodeon’s Kids and Family portfolio highlights for 3Q include:

-more-

Nick at Nite tops basic cable for the second consecutive quarter in total day with Adults 18-49. Nick at Nite has had 11 consecutive month of double-digit year-over-year growth, and averages a .6/667,000 A18-49, up +20% and 1.5 million total viewers, up +22%.
Nicktoons Network delivered its highest-rated quarter ever among kids 6-11 (.5/60,000, up +25% over last year) and boys 6-11 (.6/41,000, up +20%), tweens 9-14 (.3/43,000, +50%) and boys 9-14 (.4/27,000, +33%). The network celebrated its highest-rated month ever in July (averaging a .6/61,000 K6-11 and a .7/47,000 B6-11).
The N delivered its biggest teen audience ever in 3Q08. Ratings during its total day are up double-digits over last year (.5/71,000 P12-17, up +25%), and with the addition of That 70’s Show, The N is delivering its biggest audience ever of teen boys (averaging a .4/28,000 in September 2008).

NOGGIN grew double-digits over last year and was the number-two preschool cable network in total day, second only to Nickelodeon. The network averaged a 2.1/197,000 K2-5, up +60% over last year (before the network split from The N).

Nickelodeon Kids and Family digital portfolio is number one in average time spent per visitor and page views for the months of June, July and August. Nick Kids and Family digital visitors averaged 92.8 minutes, +83% of Disney Online and +3% of Cartoon Network Online. With 7.1 billion page views over the three months, Nick Kids and Family led Disney Online by +93% and Cartoon Network Online by +488% (source: comScore Media Metrix: June-August 2008).

Nickelodeon, now in its 29th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in more than 96 million households and has been the number-one-rated basic cable network for 14 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).

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