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

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; Nick.com Unique Visits Increase 44% Year-to-Year; TurboNick Approaches 100 Million Streams

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 Nick.com and Nickjr.com 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, Nick.com and Nickjr.com*.

-- TurboNick, Nickelodeon's broadband video service on Nick.com, 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 Nickjr.com,
garnered more than 28 million content streams in first quarter 2006.

-- For the quarter, Nick.com 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
for Nick.com.

-- Nick.com 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 Nick.com 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.

-- Nickjr.com 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 Nickjr.com.

-- 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 Inc.

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

CONTACT: Joanna Roses, +1-212-846-7326, or Marianne Romano,
+1-310-752-8208

Web site: http://www.nick.com/
http://www.nickjr.com/

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