Nickelodeon Heads into Eleventh Year as Number One Cable Network and Leader on Digital Media Platforms

Net Finishes First Quarter First in Total Programming Day; Unique Visits Increase 44% Year-to-Year;

TurboNick Approaches 100 Million Streams

Mar 28, 2006, 00:00 ET from Nickelodeon

    NEW YORK, March 28 /PRNewswire/ -- Extending its run at the number-one top
 spot into its eleventh year, Nickelodeon led basic cable as the top-rated
 network within the total programming day for the just-completed first quarter
 of 2006 (12/26/05-3/26/06) among total viewers and across all kids' demos,
 according to Nielsen Media Research.  In addition, the network grew double
 digits in its multiple media offerings -- including and
 from year-to-year -- and excelled on its broadband, online gaming and video-
 on-demand platforms.
     Among the network's primary demo of kids 2-11, the network posted a
 4.0/1.3 million K2-11, up +5% over last quarter and +90% ahead of Cartoon
 Network (2.1/657,000 K2-11) and +48% ahead of Disney Channel (2.7/857,000 K2-
 11).  With preschoolers, the network also ranked first, averaging a
 4.8/597,000 K2-5, up +9% over last quarter, ahead of Cartoon Network by +140%
 (2.0/244,000 K2-5) and +66% versus Disney Channel (2.9/350,000 K2-5).  And
 with tweens 9-14, Nickelodeon remained flat for the year, earning a
 2.5/514,000 T9-14, and beating its competition by double digits.
     Contributing to the Nickelodeon's quarter-to-quarter growth, were several
 large events and series' launches.  The Wonder Pets, the newest series on the
 Nick Jr. block, has averaged a 7.8 rating with kids 2-5, and is now performing
 well along with top preschool programs Dora the Explorer and Go, Diego, Go!.
 In addition, the first-ever Drake and Josh made-for-TV movie event earned big
 numbers, delivering more tweens than ABC's Rose Bowl (2.1 million tween 9-14
 viewers, +34% higher in delivery than the Rose Bowl), and 5.4 million total
 viewers (P2+).  SpongeBob SquarePants continues to be a top performer, drawing
 an average of more than 8.6 million total viewers (P2+) for the "Lost In Time"
 telecast, the highest-rated SpongeBob program with kids 2-11 ever.
     As Nickelodeon continues to build its leadership in new and emerging media
 platforms, it has increased user ship on multiple media platforms in the kids'
 space, particularly with its broadband platforms, TurboNick and Nick Jr.
 Video, and its online sites, and*.
       -- TurboNick, Nickelodeon's broadband video service on, has had
          more than 30 million content streams, an increase of +29% from fourth
          quarter 2005.  It is heading towards the 100th million stream since
          its July 2005 launch.
       -- Nick Jr. Video, Nick Jr.'s broadband video service on,
          garnered more than 28 million content streams in first quarter 2006.
       -- For the quarter, has had more than 32 million unique
          visitors, which is up +26% increase versus fourth quarter and
          +44% versus first quarter 2005, making 2006 the best year so far
       -- has also had more than 228 million game plays on the site
          this quarter.  This is partially attributed to the "New Game of the
          Week," where launches a brand new game on the site every
          Friday.  SpongeBob SquarePants Dunces and Dragons alone racked up
          more than 15 million game plays since first quarter.
       -- has had more than 14 million unique users this quarter, a
          +14% increase from fourth quarter 2005, and +41% increase from first
          quarter 2005, also a best-ever quarter for
       -- The network also continues to maintain its leadership position in
          Video-on-Demand. Nick programming was held the top position for the
          month in terms of all kid offerings on Comcast (roughly 8.9% of all
          Comcast set top boxes viewed Nick programming).  Nickelodeon garnered
          5.7 million Nick VOD views in February 2006, double the number of
          views versus last year's like time period.**
      * Source: Omniture SiteCatalyst, ver. 12. 1/01/06-3/27/06
     ** Source: Rentrak
     Nickelodeon, now in its 26th 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 89 million households and has been the number-
 one-rated basic cable network for ten consecutive years. Nickelodeon and all
 related titles, characters and logos are trademarks of Viacom International
     Nickelodeon Programming Hours: M-Th: 6:30 a.m.-9 p.m.;
 Fri: 6:30 a.m.-10 p.m.; Sat: 6 a.m.-10 p.m.; Sun: 6 a.m.-9 p.m. (ET)

SOURCE Nickelodeon