'SpongeBob vs. the Big One' is Basic Cable's Number-One Kids' Telecast, Scores 5.8...

Tue Apr 21, 2009 1:40pm EDT

* Reuters is not responsible for the content in this press release.

'SpongeBob vs. the Big One' is Basic Cable's Number-One Kids' Telecast, Scores
5.8 Million Total Viewers

Special Episode with Johnny Depp Soaks Up Kid Ratings and Places as Week's Top
Telecast on Broadcast and Basic Cable 

NEW YORK, April 21 /PRNewswire/ -- Nickelodeon's latest SpongeBob adventure --
"SpongeBob vs. the Big One" (Friday, April 17, 8 p.m., all times ET/PT) --
proved to be one of Nick's biggest draws this year to date, pulling in 5.8
million total viewers, and ranking second only behind USA's WWE.  The special
-- which guest stars Johnny Depp and marks one of several on-air events to
celebrate SpongeBob's 10th anniversary this year-also took the top spot as the
number-one kids' program on basic cable for the week (with P2+) and won the
week with kids on both broadcast and cable.  Posting triple-digit gains with
all key demographics, the special averaged a 9.4/3.3 million K2-11 (+135%) and
9.6/2.0 K6-11 (+113%).

Highlights for "SpongeBob vs. the Big One" include:
    --  The half-hour SpongeBob special (Friday, April 17, 8 p.m. ET/PT) was
        basic cable's number-one kids' show for the week
        (4/13/09-4/19/09) with 5.8 million total viewers (+142% in delivery
        last year's like time period).
    --  "SpongeBob vs. the Big One" was the number-one telecast on all
        of broadcast and cable television for the week with K2-11 and K6-11.
    --  The special episode garnered triple-digit rating increases with all
        kid and tween demos, averaging a 9.4/3.3 million kids 2-11 (up +135%);
        9.6/2.0 million kids 6-11 (up +113%), and a 6.4/1.4 million tweens
        (up +121%).
    --  The telecast was broadcast and basic cable's fifth highest-rated
        telecast for 2009 with kids 2-11 and the fourth highest-rated show
        kids this year on basic cable.
    --  The special episode was Nickelodeon's fifth highest-rated telecast
        with total viewers in 2009.
    --  "SpongeBob vs. the Big One" was the highest-rated SpongeBob
        telecast in 2009 with all demos.
    --  Spongebob.com had its most trafficked week ever (4/13/09-4/19/09) with
        2.1 million unique visitors (+38% over last week); 22 million page
        (+40%); and 10.4 million total game sessions (+29%).

    --  The "SpongeBob vs. the Big One" trailer was the number-one
        video for the week.  Related programming on Nick.com brought in nearly
        10 million streams since March 19 (source: Omniture SiteCatalyst).

Additionally, the Penguins of Madagascar was basic cable's highest-ranking
kids' show this week with total viewers behind top-ranked SpongeBob
SquarePants. The latest episode (Saturday, April 18, 10 a.m. ET/PT) drew 4.9
million total viewers (+44%), and averaged an 8.1/2.8 million K2-11 (+47%) and
8.3/1.8 million K6-11 (+57%).

SpongeBob SquarePants has emerged as a pop-culture phenomenon and one of the
most popular series in kids' television history.  It has been the number-one
animated program with Kids 2-11 for seven consecutive years and its Saturday
morning airing ranks as the top-rated program on television among Kids 2-11. 
With 45 million Adults 18+ monthly viewers, adults represent approximately
one-third of the SpongeBob audience (Nielsen Media Research, March 2009).

Nickelodeon, now in its 30th 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 98 million households and has been the
number-one-rated basic cable network for 14 consecutive years. For more
information or artwork, visit http://www.nickpress.com.  Nickelodeon and all
related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA,

SOURCE  Nickelodeon

Joanna Roses, +1-212-846-7326, or Thamar Romero, +1-212-846-7491, or Nicole
Parker, +1-818-736-3613, all of Nickelodeon
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