PR: Adult Swim Wrap 2007 with Highest Young Adult Delivery in the History of Cable
Scoring a significant “three-peat,” Adult Swim will rank #1 at year-end 2007 in total day delivery of key young adults among ad-supported basic cable, according to preliminary data from Nielsen Media Research. The late-night network will furthermore outdistance its own record-setting performances in 2005 and 2006 with the best total day delivery in basic cable history among adults 18-34 (433,000) and men 18-34 (273,000), representing 8% and 13% growth, respectively, vs. 2006. Whether charting all-time cable records or simply new network records, Adult Swim achieved annual growth across all targeted young adult demos.
On a month-by-month basis, Adult Swim claimed the #1 delivery of adults 18-34 from January-October, the #1 delivery of adults 18-24 and men 18-24 from January -November, and the #1 delivery of men 18-34 from January-August. Additionally, among adults 18-49 (a secondary demo target for the network), Adult Swim is projected to rank #3 for total day delivery among ad-supported basic cable networks.
Highlights of Adult Swim’s overall 2007 performance include the following:
ADULT SWIM (Monday-Saturday, 11 p.m.-6 a.m.; Sunday, 10 p.m.-6 a.m.) Year-End 2007 vs. 2006:
- Adults 18-34 delivery (433,000—new cable record) increased by 8%, and ratings (0.8) by 4%
- Adults 18-24 delivery (259,000—new Adult Swim record) improved by 2%, and ratings (1.1) by 17%
- Adults 18-49 delivery (553,000) grew by 7%, and ratings (0.5) were unchanged
- Men 18-34 delivery (273,000—new cable record) expanded by 13%, and ratings (1.1) declined by 7%
- Men 18-24 delivery (164,000—new Adult Swim record) jumped by 4%, and ratings (1.4) by 1%.
Among Adult Swim’s original programming, Seth Green’s Robot Chicken topped the network’s 2007 ratings and delivery charts, earning an average delivery of 600,000 adults 18-34. This was followed by Aqua Teen Hunger Force with an average 507,000 viewers, and Harvey Birdman, Attorney at Law with an average 457,000 viewers. Adult Swim’s most-watched telecast in its history was achieved in 2007 on Aug. 28 with a telecast of Family Guy (11:30 p.m.), which attracted 1,629,000 adults 18-34. And the Sept. 16 telecast of Robot Chicken (11:30 p.m.) scored as Adult Swim’s most-watched original telecast in network history among adults 18-34 (1,423,000) and adults 18-24 (866,000).
AdultSwim.com also enjoyed tremendous growth in 2007 compared to 2006. Looking at the most recent available data (October ’07 vs. October ’06), Unique Users grew 112%, according to Nielsen//NetRatings. Similarly, Time Spent averages improved by 121%, while individual Game Plays increased by 44%. As reported by Omniture SiteCatalyst, AdultSwim.com’s free broadband video service increased Videos Served by a whopping 1,297% thanks to popular titles The Boondocks and Robot Chicken. Among AdultSwim.com records for 2007, July stands as the website’s #1 month for Unique Users—more than 1.4 million people. Year-to-date, AdultSwim.com is averaging more than 1 million Unique Users per month and 16.7 million monthly page views.
Adult Swim (AdultSwim.com), launched in 2001, is Turner Broadcasting System, Inc.’s network offering original and acquired animated comedy and action series for young adults. Airing overnight 11 p.m. to 6 a.m. Monday through Saturday and 10 p.m. to 6 a.m. Sunday (ET, PT), Adult Swim shares channel space with Cartoon Network, home to the best in original, classic and acquired programming for children and families, and is seen in 91 million U.S. homes.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.
RATING PERIOD: 01/01/07 – 12/09/07
SOURCE: Turner Entertainment Research from Preliminary Nielsen Media Research data, based on most current data available (Live+SD data 01/01 -12/09/07 and final Live +7 prior to those dates). Complete, final data (Live+7) will be available in two weeks. These television ratings data are reproduced here with permission from Nielsen Media Research. Reproduction of these data in volume, without permission from Nielsen Media Research, is prohibited.
NOTES: All ratings based on Total U.S. Television Universe of 112,800,000 homes.