Monthly market share: Disney Channel outperforms Nickelodeon for the first time in November

Disney Channel - December 2014

With monthly market share of 9.4 per cent, Disney Channel records all-time high in daytime segment, overtaking Nickelodeon in the process
Kids really excited about “Violetta” and “Star Wars Rebels”
Strong start to the ranking show „Disney Magic Moments“ with Steven Gätjen
Classics “Aladdin” and “Pinocchio” deliver compelling performance in primetime segment

In November, the Disney Channel achieved all-time high market share of 9.4 per cent amongst children aged 3 – 13 in the daytime segment since its launch on Free-TV on 17 January, beating Nickelodeon (8.2 per cent) in this target group for the first time. The Disney Channel also succeeded in scoring on primetime, reaching 0.9 per cent market share amongst viewers aged 14 to 49.

In the daytime segment, in November the Disney Channel posted a substantial growth of +0.4 percentage points, to reach 9.4 per cent market share. In particular, the strong formats in the early evening contributed to this success story: in November the successful telenovela “Violetta” achieved above-average market share of 9.7 per cent amongst children aged 3 to 13 and an outstanding result of 21.1 per cent in the core target group of girls aged 8 to 11. During the broadcast period (29 September – 21 November), the first telenovela for kids reached a total of 8.2 million viewers aged three and older (11.4 per cent) as well as 1.33 million girls aged 3 to 13 years (40.1 per cent). The special programming of “Star Wars Rebels” proved to be highly successful amongst boys. Amongst boys aged 3 to 13, market share of the individual instalments ranged between a very good 10.5 per cent and 13.9 per cent. Amongst all children (aged 3 – 13), “Star Wars Rebels” reached between 7.0 per cent and 10.5 per cent. The animation hit serial “Phineas and Ferb” has proved to be a long-running success story in the early evening, reaching an average of 210,000 viewers and 10.0 per cent market share amongst boys aged 6 to 13, along with the serial “Jessie” featuring Debbie Ryan, which managed to achieve an average of 9.5 per cent market share amongst all children aged 3 to 13 in November.

On primetime, in November the Disney Channel achieved 0.9 per cent market share amongst viewers aged 14 to 49 and a very good 1.1 per cent market share amongst female viewers aged 14 to 49 years. On 25 November the new in-house production series “Disney Magic Moments” moderated by Steven Gätjen saw a fantastic launch with 1.2 per cent market share amongst viewers aged 14 to 49. In the same target group, the classic “Aladdin” also delivered a compelling performance with 2.4 per cent, as well as the Free-TV premiere “Pinocchio” from the year 1940, with 1.9 per cent. Likewise worthy of emphasis is the newly launched seriel “The Fosters”, co-produced by Jennifer Lopez (since 17 November, Mondays, 20:15h) with up to 1.0 per cent market share amongst viewers aged 14 to 49 and as much as 1.7 per cent amongst female viewers in this target category.

Lars Wagner, Vice President & General Manager Disney Channels, The Walt Disney Company GSA: “We’re absolutely thrilled that the Disney Channel already ranks in third position in the children’s TV market ahead of Nickelodeon after Disney’s amazing launch on Free-TV in January. The Disney Channel manages to appeal to a very wide children’s target group in the daytime segment with the Disney Junior pre-school programme as well as the unique animation and live action serials in the afternoons. We’re also particularly pleased with the success of our in-house production “Disney Magic Moments” amongst adult viewers, who can look forward to further editions of the ranking show in the pre-Christmas period.”