Nickelodeon, for its formidable weekend draw, struggled rather modestly through the Second Quarter to hold onto the attention of key demographics. Nickelodeon may be suffering small losses a bit at a time, but after showing a little bit of trouble last Quarter that appears not to have quelled in any way, it's possible that key demographics are flocking away from what may be repeated or generic programming in the absence of fresh programming, or fresh daytime animation. With the Kids 6-11 demographic, Nickelodeon's Second Quarter complete programming day reach declined 06% in a year-to-year comparison.
The month of May 2007 provided relief for neither Nickelodeon nor the Nicktoons Network, a cable channel that saw a touch of Quarter growth on the whole. Total Viewership of daytime Nickelodeon scheduling, no matter how impressive, declined in May by 09% (P2+; 1.9 million). Though it may perhaps be fairer to note that just about every cable network reported losses in May Total Viewership, Nickelodeon further found its delicate Kids 6-11 Total Program Day demographic declining by a more ample 10% (down to 578,000). Adult audience numbers of Nick fared little better throughout this month, dipping a slightly minor 03% in Total Program Day (down to 473,000).
 |
For those curious about the progress of the self-proclaimed "animation capital of the world," Nickelodeon's sister-network the Nicktoons Network, after reporting substantial growth last Quarter reports limited growth again.
The Kids 6-11 demographic's daytime numbers jumped an upright 06% (34,000). In the month of May however, Nicktoons Network did manage to suffer a markedly severe loss with this same demographic, in a month-by-month, year-to-year comparison by falling a massive 17% (Total Program Day; 25,000).
Comedy Central:
Comedy Central, the natural habitat of the indefatigable South Park animation as well as the halfway home to a variety of creatively-fractured television animation of years past, saw absolutely no key gains in Second Quarter ratings. With the erratic Adults 18-49 demographic as the key audience indicative of whether Comedy Central is a gainer or a loser in any given period of analysis, this network of comedy in a year-to-year comparison either saw substantial declines, minor declines, or zero percent change. Although having approved pilot presentations of select animated programming in future months [related A.I. news: "Comedy Central Animation Slated 2007-2008"], Comedy Central still has a lot to do in order to ensure that its beloved adult demos don't go anywhere come Primetime.
In the Second Quarter of 2007, of the ad-supported cable networks that ranked in the top eleven to thirty spots, only four of said networks saw double-digit declines in Total Primetime viewership: Comedy Central is one of such networks. The network slumped 10% in this period (down to 982,000). In the Adults 18-49 demographic, Comedy Central Q2 numbers slipped 4% (down to 599,000), losing out to networks such as Discovery, FX and Spike TV, which itself fell significantly during this time period. While worldwide advertising revenue may be increasing and rapidly diversifying, and domestic ad revenue increasing; the two First Quarter success carry-overs are largely a result of acquisitions, movies, home video and viral marketing for exclusive programming.
 |
Drifting away from the adult perspective of Comedy Central for a moment, one will find that the Kids 6-11 demographic for this network has itself quite apparently drifted a good distance away from the network. A reportedly significant drop of 17% in a year-to-year comparison as registered by this demo in the before mentioned month of analysis.
But as the month of June 2007 came and went, Comedy Central's adult viewers were rather ambivalent. It may be true that Lil' Bush: Resident of the United States snagged a hefty chunk of its demographic for a premiere in mid-June [related A.I. news: "'Lil' Bush' Animation Premiere Ratings], it nevertheless remains true that the numbers for the Adults 18-49 demo throughout May and June were volatile (this includes Total Program Day as well as Primetime distinctions).
(sources: Cynopsis Media, Nielson Media Research Data, BroadcastNewsroom, Variety, MediaWeek, TV Tracker, KidsScreen News, Media Post Communications, BusinessWeek.com, Viacom Q1 Earnings Report/Transcript & The Walt Disney Co. Q2 Earnings Report/Transcript)