Cartoon Network scored the highest first-quarter prime time ratings and delivery performance of its history, landing in fourth place among all ad-supported cable networks, with a 1.7 prime household rating. The January-March '01 quarter also saw the largest net gain (177,000) in total day delivery among all ad-supported cable networks. Additionally, the network charted double-digit increases among households and all key demographics for total day rating and delivery, earning fourth place for the quarter, with a 1.1 total day rating. "The Powerpuff Popularity Contest" (3/19-22, 25), a stunt marathon of THE POWERPUFF GIRLS, generated triple-digit ratings and delivery increases for kid and tween audiences. Ratings for tweens 9-14 doubled on that Sunday versus last year (2.0 vs. 1.0), and delivery leapt an incredible 146 percent (347,000 vs. 141,000). Ratings for kids 6-11 scored the largest increase Monday-Thursday, up 108 percent (5.4 vs. 2.6). More than 14.1 million different viewers ages 2+ tuned in over the course of the event. The network's afternoon action-adventure programming block, TOONAMI, which showcases such Japanese anime series as DRAGONBALL Z, RONIN WARRIORS and SAILOR MOON, grew 36 percent vs. last year's quarterly ratings with tweens 9-14 (1.9), and 33 percent with tween boys 9-14 (2.8). Delivery for these target audiences also grew across the board -- 58 percent with tweens 9-14 (324,000) and 59 percent with tween boys 9-14 (245,000). Year-to-date, TOONAMI improved its teen 12-17 ratings (1.6, up 78 percent), while delivery was up 117 percent, to an average of 258,000 teens, from the same period last year. TOONAMI is also tracking number one among males 12-17 in rating (2.1, up 75 percent) and in delivery (170,000, up 98 percent). Cartoon Network also scored similar gains for such programs as ED, EDD N EDDY. Their "Ed-Ternal Summer" eight-hour marathon (2/25, 12-8 p.m.) scored a 1.6 average teen 12-17 rating, double the prior year's 0.8 and up 147 percent in delivery, from 104,000 to 257,000 viewers. "The Scooby-Doo President's Day Marathon" (2/19, 8 a.m. - 4 p.m.) also showed tweens 9-14 increases in ratings (2.7, up 29 percent) and delivery (455,000, up 52 percent). The January "Cartoon Network's Courage The Cowardly Dog" marathon (1/15, 8 a.m. - 4 p.m.) more than doubled kids 6-11 rating vs. last year, jumping from a 2.1 to a 4.5 (up 114 percent). Kids 6-11 delivery grew 134 percent, from 310,000 to 725,000. In addition to the quarterly results, Cartoon Network also finished the month of March 2000 tied for second place (with TBS Superstation and USA) in prime time household ratings (1.8), and tied for third place (with TBS Superstation) in total day household ratings (1.1).
Dan Sarto is Publisher and Editor-in-Chief of Animation World Network.
