Nickelodeon is 2008's Number-One Basic Cable Network, Draws Largest Audience in its History

Nickelodeon is 2008's Number-One Basic Cable Network, Draws Largest Audience in its History

Nickelodeon Kids and Family Networks Own 47% Share of all Kids' Viewing and Top Four Kids' Shows, Including Number-One SpongeBob SquarePants and iCarly

NEW YORK, Dec. 16 /PRNewswire/ -- Nickelodeon will record the best year in its 29-year history, finishing 2008 as basic cable's number-one rated network in total day and first in all kids and tween demos. SpongeBob SquarePants will finish 2008 as the top-rated series for kids 2-11 as it heads into its 10th anniversary year in '09, and iCarly ranks as the number-one kids' show on all of television with kids 6-11.

Additionally, the Nickelodeon Kids and Family Group's television properties -- Nickelodeon, NOGGIN, The N, Nicktoons Network -- will collectively own a dominant 47% of all viewing among kids 2-11 for 2008. This year also marked the best performances ever for Nickelodeon's digital networks, each which achieved double-digit ratings growth over last year.

Nickelodeon's year-to-date highlights include:

-- 2008 will be Nick's most-watched year ever with total viewers in total day, according to Nielsen Media Research (12/31/07-12/14/08); its most-watched year with K2-11 in total day since 2006; and its most-watched with K2-5 in total day since 2004.

-- Nick averaged 2.2 million total viewers in total day in 2008 -- a record high for the net and +42% ahead of the next closest-ranked network for the year.

-- For the 14th consecutive year, Nick will finish at number one with K2-11, earning a 3.5/1.2 million -- a +35% lead over the next closest kids' competitor (The Disney Channel, 2.6/887,000 K2-11, down -10% from last year) and +106% ahead of Cartoon Network (1.7/603,000 K2-11, down -6% versus year ago).

-- Nick will finish at number one with K6-11, averaging a 3.2/674,000 K6-11, +14% ahead of the number-two kids' net (The Disney Channel: 2.8/576,000, down -7%); and +78% ahead of Cartoon Network (1.8/387,000, down -10%).

-- Nick will finish at number one with tweens 9-14, averaging a 2.3/498,000 T9-14, +5% ahead of the number-two kids' net (The Disney Channel: 2.2/457,000, down -12%).

-- Nick is the number-one destination for preschoolers on commercial TV. Nick averaged a 4.1/545,000 K2-5 in total day, +71% ahead of The Disney Channel (2.4/311,000, down -11%) and +156% ahead of Cartoon Network (1.6/217,000).

-- Nickelodeon owns the top four kids 2-11 shows in 2008, including: SpongeBob SquarePants (#1); Back at the Barnyard (#2); iCarly (#3); and The Mighty B (#4).

-- SpongeBob SquarePants is the number-one kids' show with K2-11 for the year; and iCarly is the number-one with K6-11.

-- Nick owns four out of the top five preschool series for kids 2-5, including: Dora the Explorer (#1); The Wonder Pets! (#2); The Backyardigans (#4); and Blue's Clues (#5).

-- Nickelodeon recorded its best fourth quarter (9/29/08-12/14/08) ever, delivering more total viewers than any other basic cable network in total day. Nick averaged 2.2 million P2+ (up +51% over the next closest-ranked network); a 3.5/1.2 million Kids 2-11 (up +59% ahead of its nearest competitor) and averaged a leading 3.1/652,000 Kids 6-11 and a 2.2/468,000 among tweens 9-14.

Nickelodeon's Kids and Family Digital TV portfolio highlights include:

-- 2008 was NOGGIN's highest-rated and most-watched year ever with kids 2-5 and total viewers. NOGGIN was the number-two preschool cable network in total day, second only to Nickelodeon. NOGGIN posted double-digit gains over last year (before its split from The N), up +29% in rating and +39% in delivery.

-- The N delivered its highest-rated year in 2008 with its core audience of teens 12-17, posting double-digit year-over-year gains (up +25%).

-- Nicktoons Network had its highest-rated and most-watched year in its history with kids 6-11 (up +33% over last year); boys 6-11 (up +25%); and total viewers (up +22%).

Nickelodeon closes 2008 with several successful programming events (source: NMR live + seven day) including:

-- Nickelodeon's Fairly OddParents' Fairly OddBaby (Feb. 18, 8 p.m., all times ET/PT) was the year's number-one entertainment program on all of broadcast and basic cable television with all kids' demos (K2-11 and K6-11), ranking second overall only to Super Bowl programming. The special drew the biggest audience ever for the series -- 9.1 million P2+ -- making it the number-two entertainment telecast on cable with total viewers for the year.

-- The original TV movie Merry Christmas Drake & Josh (Dec. 5, 8 p.m.) was Nick's highest-rated live-action television movie ever with kids 2-11 and total viewers and the number-three entertainment telecast on cable for the year with 8.1 total viewers (source: NMR live + same day delivery).

-- The first-ever iCarly TV movie ("iGo to Japan," Nov. 8, 8 p.m.) was Nick's highest-rated live-action movie ever with kids 6-11 and tweens, garnering 8.2 million total viewers.

-- SpongeBob SquarePants' "WhoBob What Pants?" (Oct. 13, 8 p.m.) delivered 8.1 million total viewers (+244% in delivery) and triple-digit gains over last year's like time period. It averaged an 12.5/4.4 million kids 2-11 (up +205%); a 13.3/2.8 million kids 6-11 (up +161%), and a 11.2/2.4 million (up +173%) tweens 9-14.

-- Nickelodeon's 2008 Kids' Choice Awards set a ratings record (March 29, 8 p.m.) as the biggest to date for kids 2-11 and total viewers. The telecast led Nick.com to its most trafficked day ever and drew an unprecedented 89.3 million votes across various Nick digital platforms.

Nickelodeon, now in its 29th 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 96 million households and has been the number-one-rated basic cable network for 14 consecutive years. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA)(NYSE:VIA.B).

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, Tori Fernandes +1-212-846-4942
or Thamar Romero +1-212-846-7491, all for Nickelodeon

Web Site: http://www.nick.com/

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